:A Survey of Consumer's Image of Konnyaku

概要

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In order to make clear the image of konnyaku regarded as an important factor in its preference, images represented by 10 items were analyzed by the S. D. method with a scale of 5 steps and the suggestion of konnyaku was investigated by free suggestion. The subjects were 1263 women from different generations residing in different areas. The results obtained were as follows:1) Konnyaku projects an image of being Japanese, plain, homely, low-caloried, good for health, and suitable to all tastes. It is regarded as a traditional and familiar food.2) The difference of generation as a physiological factor had a great influence on all image items. Namely, significant differences in image were observed among subjects of different generations. Generally speaking, the older the generation, the better the image of konnyaku.3) The difference in locality, as an environmental factor, had little influence on the image.4) Suggestion of konnyaku was not related to the differences in generation, or region of residence. The first thing associated with konnyaku was the way it is used for cooking and appears on the menu; the second was related to nutrition, health and hygiene. In the case of junior and senior high school students, however, the second was related to the attributes, classification, and parts of the food.
特定非営利活動法人日本栄養改善学会の論文