Improvement in Willingness to Purchase Taurine-Containing Jelly Needs High Degrees of Interest and Preference: Focused on Korean College Students

Abstract

Recently, taurine-containing jellies have been sold in Korea, which provides a source of dietary taurine suspended in jelly and considered as a snack. This study was conducted to investigate factors (recognition, consumer preference, and improvement points) that potentially increase the willingness of consumers (Korean college students) to purchase the taurine-containing product. A total of 561 subjects were compared according to gender (260 male and 301 female college students) and degree of interest in taurine-containing jelly (276 subjects interest group and 285 subjects in indifferent group). Data were collected using an anonymous self-administered questionnaire and a consumer preference evaluation. Statistical analyses were performed using SPSS 25.0. The factors most important in determining the willingness to buy taurine-containing jelly were price and efficacy for male students (p < 0.05), taste (p < 0.05), and brand (p < 0.01) for female students. Nutrient and weight were more important in the interest group than the indifferent group (p < 0.05). Preference consumer scores of the taurine-containing jelly rated aroma, texture, and taste significantly higher among male college students than those of the female college students. Moreover, preference scores of all items were significantly higher in the interest group than in the indifferent group. The interest group was more knowledgeable about taurine than the indifferent group (p < 0.001). Willingness to purchase (average 3.1 points) and intention to recommend (average 3.1 points) the taurine-containing B jelly were significantly higher in the interest group than in the indifferent group. Interest in taurine-containing jelly, overall preference, and intention to recommend in all the subjects were shown to significantly positively correlate with their willingness to purchase. These results show that it is necessary to increase the degree of interest, preference, and intention to recommend to improve the willingness to purchase taurine-containing jelly by Korean college students. In particular, since the subjects who had knowledge of taurine were interested in taurine-containing jelly, nutritional education and promotion of taurine should help in the selling of the product.