The Impact of Important Factors on Customer Behavior in the Development of Bulgogi Seasoning Sauce Using Jeju Food Ingredients

This study attempted to present a proposal for the development of pork bulgogi seasoning products using Jeju ingredients by identifying the effect of important factors in product development for pork bulgogi seasoning development on product satisfaction and behavioral intention. As a result of the analysis, first, important factors in the development of marinade by consumers in Jeju for the development of bulgogi marinade were analyzed, and as a result, 16 out of 17 questions were grouped into three factors to name each factor as appearance, raw material, and essence. As a result of analyzing customer behavior factors of bulgogi seasoning, 8 out of 8 items were grouped into 3 factors, and each factor was named as product satisfaction, purchase intention, and recommendation intention. Second, as a result of examining the impact of important factors in the development of bulgogi seasoning on product satisfaction, purchase intention, and recommendation intention, only the essence affects customer behavior. This indicates that if the product is developed in consideration of the taste of the product, the production of hygienic products, and the convenience of use in the development of bulgogi seasoning products, customer behavior will increase.