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한식당 해외진출 가이드 - 싱가포르편

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    1. ......................................................................... 171

    . Sakae Sushi ............................................................................................................................................ 171

    . Thai Express ........................................................................................................................................... 173

    . AJISEN ....................................................................................................................................................... 175

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    . Crystal Jade & BBQ .................................................................................................... 188

    3. ........................................................................................ 190

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    2. .................................................................................. 198

    . SWOT ....................................................................................................... 198

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    Template .............................................................................................. 507

    Template .................................................................................. 510

    Questionnaire............................................................................................. 511

    FGI .............................................................................................................. 541

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  • .

  • 11

    .

    1.

    .

    , .

    - , , ,

    , .

    , ,

    .

    .

    ,

    , ,

    , ,

  • 12

    2.

    .

    1)

    WK Marketing Group GH Korea Global Network

    .

    .

    (, 40)

    (30)

    2)

    .

    , , .

    (500 )

    Focus Group Interview(2 :20-34 / 35-49 )

    .

    , , , ,

    (51 41 )

    (7)

    .

    1)

    , , SWOT .

    , , ,

    ,

    .

  • 13

    .

    2)

    ,

    .

    3)

    .

    .

    4)

    - -

    .

    .

    1)

    , , / .(3)

    2)

    ,

    3)

    .

  • 14

    4)

    .

  • .

  • 17

    .

    1.

    .

    1)

    63 ,

    .

    ,

    63 .

    , , , .

    [ -1]

    [ -2]

  • 18

    [ -1]

    (The Republic of Singapore)

    ( 84, 9, 1 94)

    712.4(2010) : 605.5

    5,076,700

    (2010)

    : 3,230,700 : 541,000 () : 135,000

    13,509

    (2009 )

    + : 1,724

    : 11,785

    74.5% 13.6% 8.9% 3.04%

    42% 15% 10%

    5% 5% 4%

    19%

    GDP GDP 303,652.2( SG$)/1 GDP 59,813(SG$)

    (2008 USG$ 1 = SG$1.5

    11~1 , 31.7, : 25.0 : 1,921 ( 2) : 70% (2009, Yearbook of Statistics Singapore, 2010)

    (Net migration rate)

    1,000 22.00(2010) (* 1000 -0.33 (2009 ))

    *Source : Singapore Statistics(2011 6)

    (704km, 1.13) 448(

    361) ().

    191, 119.

    100% , (, ,

    , ) 60% .

    , , ,

    , 2 .

    1 GDP USG$ 30,000(2006) .

    15 (06 USG$ 5,060, 12).

    (ASEAN : The Association of Southeast

    Asian Nations) ,

    .

    IT, BT, , .

    ,

    .

    .

  • 19

    .

    2)

    19 1965

    .

    ( 74.7%, 13.6%, 8.9%, 2.8%)

    .

    (Housing Development Board)

    90%

    .

    (, , )

    ,

    .

    [ -3] [ -4]

    * 1959

    .

    * 5 , , , ,

    5 .

    * ,

    .

    ' ' (, Pu

    Luo Chung) , 13 (Tri Buana,)

    (Singapura : )

    .

    19 1819 1

    (Sir Thomas Stamford Raffles)

  • 20

    .

    1867

    .

    1962

    , 2

    .

    1965 8 9 .

    40 , (City in a Garden)

    , *,

    *

    .

    * :

    .

    * :

    .

    1987

    ,

    , 1987 3 .

    , 2000 8 Goh

    Chok Tong .

    * 2001 4 1 6

    SG$ 500

    SG$ 1,000 .

    * .

    * ( 8)

    .

    2010 1 135 507 .

    74.7%, 13.6%, 8.9%, 2.8%.

  • 21

    .

    2010 507 377 135

    .

    , , ( 74.7%, 13.6%,

    8.9%, 2.8%)

    , , .

    (57%), (15%), (15%), (4%), (9%) .

    , ,

    .

    .

    *

    1965

    , ,

    . .

    * : 1959 1990

    ,

    .

    ,

    , 75%

    . ,

    .

    (Housing

    Development Board) 90%

    .

    * 2008 90.1%, 85%

    (Housing Development Board)

    .

    * : .

    ,

    .

  • 22

    , (Home Ownership Scheme) ,

    .

    , , (HDB, Housing Development

    Board) , HDB .

    1966

    80%

    .

    99

    . (CPF : Central

    Provident Fund)

    .

    , 3

    .

    HDB(Housing Development Board)

    , 10%

    , .

    5 ,

    HDB(Housing Development Board) .

    82% 18% .

    .

    (Condo) (Country Club), (Car)

    3C (

    Credit Card Cash 5C ).

  • 23

    .

    .

    (working language) ,

    (, , )

    .

    .

    ()

    95%

    . (Singlish) .

    , TV .

    ( )

    .

    -

    ,

    . alcholic, bok-store,

    alcohlic, book-stre, .

    -

    , l k

    , .

    Perak Road Pera Roh .

    - lah

    lah . No good, lah. 'Okay,

    lah' .

    - ~or not?

    or not .

    Hawker Center You want chicken rice, or

    not?' .

  • 24

    -

    . I go

    tomorrow .

    , , .

    , , ,

    (, , , )

    1819 1 29 (Thomas Stamford Raffles)

    , , , ,

    , ,

    , .

    , .

    , ,

    ( ) .

    , ,

    .

    ,

    "Global City for the Arts",

    "Renaissance City", "A Vibrant Magnetic for International Talent"

    .

    National Heritage Board :

    , .

    * National Archives of Singapore , Singapore Art Museum, Asian

    Civilizations Museum Singapore History Museum .

  • 25

    .

    National Art Council : ,

    .

    * ,

    .

    ,

    Singapore Arts Festival : 1977 , 1999

    .

    * Chinese Cultural Festival, Theatre Works Ltd.(), Singapore Dance

    Theatre, Singapore Symphony Orchestra, Singapore Chinese Orchestra

    , .

    Esplanade - Theatre on the Bay : 3 5

    , 2002 10 .

    : Singapore Indoor Stadium(12,000),

    Singapore International Convention & Exhibition Centre(12,600), World Trade

    Centre Harbour Pavilion(6,000), Raffles Ballroom(3,200), Kallang

    Theatre(1,744), Victoria Concert Hall(940) .

    , ( ), (,

    , ) .

    ex. SG$118 ,

    SG$590 12 ,

    SG$2900 ,

    SG$500( 43)

  • 26

    : 13,500 .

    : 1,800

    1 : 10,000

    : 1,700

    [ -2] ()

    52 10 422,740 56 337,023

    87 17 55,129 107 52,127

    44 15 11,646 55 10,804

    Total 183 42 489,515 218 399,955

    *Source : KOTRA : 2011 ,

    (20010 12 )

    [ -3]

    KOTRA, , ,

    , , (), , , LG,

    , , , , ,

    LG, LG, , , ,

    E&C, (), , , GS

    , , ,

    , SK, , , ,

    ,

    SK,

    *Source : KOTRA, : 2010 , .

    : 1963

    . ()

    - : 71B Tanjong Pagar Road #03-01 S(088492)

    - : 6299-8966.

    : 1997 10

    2002 9 .

    ( / )

    - : 16 Raffler Quay #11-01 Hong Leong Building

    - : 6220-2220

  • 27

    .

    - ( , 1,300)

    : 45 Thomson Road,( 4 : , 5 : )

    : 6252-8302

    - ( , 50)

    : 190 Macpherson Road Wisma Gulab Bldg #03-08 Sg 348548

    : 6749-5490

    - ( , 150)

    : 165 Sims Avenue 6 Harvest Care Centre Singapore 387606

    : 6337-5396

    - ( , 250)

    : 53 Cantonment Road, Singapore 089753

    : 6227-7342

    - ( , 200)

    : 18 Boon Lay Way #10-127 TradeHub 21 Singapore 609966

    : 6467-4476

    - ( , 150)

    : 500 Upper Bukit Timah Road, Singapore 678106, Salvation Army Church

    : 6462-0657

    - ( , 500)

    : Cathederal of Good Shepherd A Queen Street singapore 188533

    : 334-0105

    - ( 70)

    : Leow Shi Association Bldg, 2nd Floor 24 Lorong 29, Geylang Singapore 388073

    : 6842-2005

    - ( 30)

    : No 9 Lorong 35 Geylang 5th Floor, Singapore 387941

    : 6842-6477

    : 1993 3

    .

    : 71 Bukit Tinggi Road, Singapore 289759

    : 6741-0778

    : / : / : 81(1-6)

    - (1973 ) : 400.

    ( : 350, : 50)

  • 28

    3)

    2001 2008

    .

    , 2010

    GDP 13~15% .

    [ -5] ( GDP) : 10 USG$

    *Source : 2010

    2010 3 GDP 10.6%

    19.5% 2 .

    8.1%,

    18.1% .

    2010 1.7% GDP ,

    .

    [ -4] GDP

    2009 4 2009

    2010 1

    2010 2

    2010 3

    (%)

    GDP 3.8 -1.3 16.9 19.5 10.6

    3.5 -1.5 32.2 39.4 12.9

    3.7 -1.4 11.4 11.8 10.1

    - 2.0 -1.5 7.6 11.1 8.1

    - 5.4 5.0 7.3 16.0 18.1

    *Source : KOTRA, Singapore , 2010

  • 29

    .

    .

    1970

    , 1980 , ,

    . , ,

    .

    . ,

    ,

    .

    ,

    .

    .

    GDP 3.6 40% ,

    .

    , , ,

    (Source : )

    5 45

    1/5 .

    2009 2,587 TEU ( 1).

    * 2009 : 1 / 2 / 3 / 4 / 5

    85 5

    (60, 200 )

    * : 64 , 169 , 2,854 , 2

    ( 3).

    - , , , 5 .

    - 2009 4 110 ( 4).

    - SG$1(US $ 670) ,

    .

  • 30

    2 1,000

    ,

    .

    ,

    .

    2010 ,

    1

    .

    2010 , 7

    100 , 8

    .

    20%

    GDP 68.8% , 19.4%,

    5.1%, (2008 ).

    ,

    .

    , ,

    .

    ,

    , .

    [ -5] (%), 2008

    31.4 20.9 19.6 17.1 10.7 2.2 3.5 13.4 14.7 10.3

    *Source : KOTRA, Singapore . 2010

    (Temasek) 100%

    SingTel(), DBS(), PSA(), Singapore

    Airlines(), Keppel( ), MediaCorp()

    ,

    .

  • 31

    .

    (GLS : Government

    Linked Companies) 1,000 .

    , .

    ,

    , , , ,

    .

    , , 7,000

    GDP 40%

    90% .

    [ -6]

    1 World Bank

    Doing Business 2009

    2 : 3 : 4 :

    :

    :

    23 :

    2 IMD

    World Competitiveness

    Report

    1 :, 3 :

    :

    31 :

    2 Heritage Foundation

    Index of Economic Freedom

    1 :, 3 : 4 :

    *Source : KOTRA, Singapore 2009

  • 32

    .

    1)

    .

    2009 .

    2010

    .

    [ -7]

    Year $ billion SG$billion % Growth

    2009 3.3 4.8 4.9%

    2010 3.4 5.0 4.6%

    2011 3.6 5.2 4.4%

    2012 3.7 5.4 4.2%

    2013 3.9 5.6

    5.9

    4.0%

    2014 4.0 3.9%

    (CAGR) : 200914 4.2%

    *Source : . 2010

    [ -6]

    * (CAGR : Compound Annual Growth Rate)

    * , ,

    *Source : . 2010

  • 33

    .

    73.7%

    , .

    ( 56.1%, 62.8%)

    .

    .

    [ -8]

    *Source : KOTRA, Singapore

    2009 1 (GNI : Gross National Income)

    USG$35,873 .

    2007 GNI USG$20,956 2009 USG$35,873 ,

    .

    [ -7] 1 GNI

    *Source : World Bank Data. 2010

    2002/2007 (Average Annual Change)

    4.9% .

    Per Cent

    Singapore Hong Kong Japan SouthKorea Taiwan United States France

    25-64 62.6 60.7 61.3 56.6 57.4 68.6 64.9

    25-39 73.7 75.5 62.8 56.1 70.1 70.3 70.2

    40-49 64.2 60.7 70 62.9 60.5 74.2 75.7

    50-54 57.4 48 67 57.4 44.5 71.7 71

    55-59 42.9 33.5 58.4 48.1 28.5 63.4 51.8

    60-64 25.2 13.1 39 42.9 17.7 44.3 15.2

    Females

    0

    10,000

    20,000

    30,000

    40,000

    50,000

    2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

  • 34

    [ -9]

    Type of Goods and Services Average Annual Change(%),

    2002/03 2007/08 Distribution(%)

    2002/03 2007/08

    Total(excluding imputed rental) 2.7 --

    Total(including imputed rental) 3.3 100.0 100.0

    Food and Food Serving Services1/ 3.5 21.3 21.6

    Food and Non-Alcoholic Beverages 1.5 8.9 8.1

    Food Serving Services* 4.9 12.5 13.5

    Clothing and Footwear 2.4 3.4 3.3

    Housing and Related Expenditure 5.0 24.6 26.6

    Housing and Utilities 7.0 18.8 22.4

    Imputed Rental of Owner-Occupied Accommodation 6.9 11.9 14.2

    Furnishings, Household Equipment and Routine Household Maintenance -2.9 5.8 4.3

    Health 5.8 4.7 5.3

    Transport 2.5 16.4 15.8

    Private Road Transport 3.1 12.0 11.9

    Public Road Transport 1.1 4.0 3.6

    Communication 4.1 4.6 4.8

    Recreation and Culture -3.1 12.0 8.7

    Educational Services 3.8 5.2 5.3

    Others2/ 7.8 8.5

    *Source : , 2007.08 . 2009.12

    *Food Serving Service , , .

    10~30%

    ( 2010 1 8%).

    [ -8] n=500, %

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 35

    .

    2) Trend

    (Well-being), (LOHAS : Lifestyles Of Health And Sustainability)

    .

    63%

    ,

    .

    [ -9] 2010 Top 10

    *Source : InSing.com 2010.1.7

    ,

    . .

    -

    .

    -

    ,

    .

    -

    The Biggest Loser

    .

  • 36

    ,

    .

    ,

    .

    -

    ,

    .

    -

    . ,

    ,

    .

    -

    (Jamie Oliver) TV

    .

    -

    .

    .

    ,

    .

    - .

    .

    - .

    ,

    .

    .

    -

    3

    Food for Thought

    .

  • 37

    .

    63%

    ( 29%,

    34%).

    [ -10]

    *Source : (AC Nielsen Research CATI Omnibus, Singapore) 2005 6

    ( )

    * %

    (76%) , (PMEBs,

    73%), (64%), (58%), (52%) .

    [ -11]

    *Source : (AC Nielsen Research CATI Omnibus, Singapore) 2005 6

    ( )

    *PMEB Professionals, Managers, Executives and Businessmen

    ?

    52%

    58%

    64%

    73%

    76%

    ?

  • 38

    70%

    60%

    52%

    34%

    33%

    60%

    54%

    46%

    21%

    22%

    ()

    ()

    ( 70%)

    ( 60%).

    [ -12]

    *Source : (AC Nielsen Research CATI Omnibus, Singapore) 2005 6

    ( )

    2005 K-Pop,

    ,

    .

    K-Pop

    K-Pop .

    K-Pop , ,

    .

    K-Pop Talent Contest

    2008 K-pop

    Contest .

    120 .

    4

    5 10 60 .

    /

  • 39

    .

    [ -13]

    Crystal Jade Korean Ginseng Chicken & BBQ

    Crystal Jade Korean Ginseng Chicken & BBQ

    .

    Crystal Jade Korean Ginseng Chicken & BBQ

    , ,

    .

    [ -14] Crystal Jade

    Crystal Jade

  • 40

    Fair Price

    - 3 (, , )

    ,

    .

    [ -15] Fair Price [ -16] /

    [ -17] Fair Price

    Fair Price CJ

    - CJ .

    - : , , , , , ,

    - CJ Cooking Tips

    .

    [ -18] CJ

  • 41

    .

    ( Street )

    - .

    - .

    - , , ,

    .

    [ -19]

    - (7/11) a caf la TOP2

    .

    - a caf la

    .

    [ -20]

    a caf la

  • 42

    .

    1)

    .

    , ,

    , .

    , .

    ,

    , .

    . ,

    .

    , SG$2~3( 1,500)

    . ,

    .

    (mee)

    ,

    .

    .

    ,

    .

    [ -21]

    [ -22]

    [ -23]

  • 43

    .

    2)

    .

    .

    (Hawker center)

    (Food Court) .

    (Hawker center)

    .

    , ,

    .

    (Hawkers Center)

    ( ).

    .

    ,

    .

    .

    [ -24]

    : SG$4 ~$6( 3,000 ~5,500 )

    : , , , , , , , ,

    10

    : Self-Service

  • 44

    (Food Court)

    (Food Court)

    .

    (Food Court)

    ,

    .

    .

    .

    .

    .

    [ -25]

  • 45

    .

    3) (Halal Food)

    15~20%

    , 1 .

    .

    ,

    .

    (Halal food)

    .

    , ,

    .

    .

    14.9%

    .

    .

    (Halal, )

    , (, , ) .

    [ -10]

    3,105,748 100%

    1,032,879 33.3%

    569,244 18.3%

    457,435 14.7%

    339,149 10.9%

    157,854 5.1%

    10,891 0.7%

    527,553 17.0%

    *Source : census of population 2010

    *15

  • 46

    .

    .

    .

    [ -26] BBQ

    (SINGAPORE HALAL MARK)

    (Haram) (Halal) Halal

    .

    (Haram : ) : (, , ,

    , )

    (Halal : ) : (, ,

    , , )

    [ -27] SINGAPORE HALAL MARK

  • 47

    .

    SINGAPORE HALAL MARK

    2007 1 , .

    2010 , .

    ,

    .

    ( : www.singaporehalaldirectory.com).

    [ -28] SINGAPORE HALAL

    * (www.singaporehalaldirectory.com)

    -

    , ,

    .

    - .

    (haram)

    .

    -

    ,

    .

    -

    ,

    .

  • 48

    - . ,

    .

    - .

    -

    ,

    .

    -

    , ,

    .

    -

    .

    - , , , ( : Haram)

    .

    -

    .

    .

    ,

    -

    ,

    .

    - ,

    .

    -

    .

    .

    .

    -

    .

  • 49

    .

    (Muis halal Certification Process)

    .

    [ -29]

    [ -30]

    Address : Halal Certification Strategic Unit Majlis Ugama Islam Singapura Singapore

    Islamic Hub 273 Braddell Road Singapore 579702

    Tel :(65) 6256-8188

    Fax :(65) 6259-4733

    Email : [email protected]

    URL : www.muis.gov.sg / www.halal.sg

    * Source : Majlis Ugama Islam Singapura, 2010.

  • 50

    .

    1)

    28

    [ -31]

    - District 1 ~ 8 & (City & South West)

    - District 9 ~ 10 //(Orchard /Tanglin / Holland)

    - District 11 & 21 //(Newton / Bukit Timah / Clementi)

    - District 15 ~ 16 (East Coast)

    - District 17 ~ 18 / (Changi / Pasir Ris)

    - District 19 ~ 20 /(Serangoon / Thomson)

    - District 22 ~ 24 (West)

    - District 25 ~ 28 (North)

    District 1~15, 21 (Condo)

    (House) (Private Residential Property)

    , HDB District 16~28

    .

    District 1~8 ,

    . District 9~11

    District 15 (East Coast)

    ,

    .

  • 51

    .

    , (Central),

    (West), (North), (North East), (East)

    (Central) .

    [ -32]

    *Source : WK / GH KOREA Survey & Analysis(2010.10)

  • 52

    (Central)

    , , ,

    .

    [ -33] (Central)

    *Source : WK / GH KOREA Survey & Analysis(2010.10)

    (Orchard Road)

    30

    . MRT 3

    . ,

    2km 30 .

    MRT (Orchard), (Somerset),

    (Dhoby Ghaut) .

    ,

    ,

    ,

    ,

    , .

    30

    SG$30,000~40,000 ( , , ,

    ).

  • 53

    .

    [ -11]

    260 Orchard Road#05-02B The Heeren

    181 orchard road#08-04/05

    Crystal Jade Korean Ginseng

    Chicken & BBQ 176 Orchard Road, Singapore

    *Source : WK / GH KOREA Survey & Analysis(2010.10)

    [ -34]

    *Source : (www.google.com)

    [ -35]

    *Source : WK / GH KOREA (2010.10)

    (Esplanade)

    , ,

    ,

    .

    , MRT (City

    Hall) (Raffles road) 10

    .

    100 ,

    SG$25,000~30,000 ( , , ,

    ).

  • 54

    [ -12]

    8 Raffles Ave. Esplanade Mall#01-13A/B

    *Source : WK / GH KOREA Survey & Analysis(2010.10)

    [ -36]

    *Source : (www.google.com)

    (Tanjong Pagar)

    ,

    .

    (Tanjong Pagar) MRT ,

    , , .

    [ -13]

    336 Tanjong Katong Road, Singapore 437109

    26 Tanjong Pagar RoadS(088449)

    12 44/46 Tanjong Pagar Road Singapore 088465

    TANJONG PAGAR PLAZA #01-36

    57 TANJONG PAGAR TRAS STREET #01-01

    Tanjong Pagar Road Singapore 088465

    *Source : WK / GH KOREA Survey & Analysis(2010.10)

    [ -37]

    *Source : (www.google.com)

  • 55

    .

    (Dempsey Hill)

    ,

    .

    .

    ,

    , ,

    .

    MRT

    . 10

    ,

    .

    17 , 27 , 5

    .

    [ -14]

    Blk 18C Dempsey Road S 249675

    *Source : WK / GH KOREA Survey & Analysis(2010.10)

    [ -38]

    *Source : (www.dempseyhill.com)

    (Novena)

    MRT

    .

    5 MRT (Novena)

    2008 11 , 110

    20~40 , , .

  • 56

    2 145 ,

    , .

    [ -15]

    10 Sinaran Drive #03-33 Square2

    *Source : WK / GH KOREA Survey & Analysis(2010.10)

    [ -39] 2

    *Source : (www.google.com)

    (Clarke Quay)

    ,

    , ,

    .

    .

    .

    (Clarke Quay) MRT ,

    .

    [ -40]

    *Source : (www.google.com)

  • 57

    .

    (Holland Village)

    .

    , ,

    .

    , ,

    , .

    .

    MRT (Buona Vista) ,

    ,

    , ,

    .

    MRT ,

    (East West Line), (South North Line), (North East Line) MRT

    30

    .

    [ -16]

    20 Lorong Mambong, Holland Village

    *Source : WK / GH KOREA Survey & Analysis(2010.10)

    [ -41]

    *Source : (www.google.com)

  • 58

    (West)

    ,

    .

    .

    MRT (Boon Lay), (Jurong East) , ,

    , .

    [ -42] (West)

    *Source : WK / GH KOREA Survey & Analysis(2010.10)

    (West Coast)

    ,

    .

    , .

    (Harbour Front) MRT

    ,

    .

    [ -17]

    1 27 West Coast Highway#01-18/19 Yess Centre

    63 JURONG WEST CENTER #03-37

    *Source : WK / GH KOREA Survey & Analysis(2010.10)

    [ -43]

    *Source : WK / GH KOREA (2010.10)

  • 59

    .

    (East)

    , .

    .

    .

    (Katong) ,

    ( ) .

    MRT (East-West Line) (Paya Leba), (Eunos),

    (Bedok), (Tanah Merah) .

    [ -44] (East)

    *Source : WK / GH KOREA Survey & Analysis(2010.10)

    (Katong)

    ,

    .

    ,

    .

    MRT (Paya Leba) (Eunos)

    .

    , , , ,

    .

  • 60

    [ -18]

    222 East Coast Road S 428919

    2 1018 East Coast Parkway #02-01 S(449877)

    14 Scotts Road, #01-21 Far East Plaza

    bQ korea 70-74 Telok ayer street #01-01 Far East Square

    S048458

    *Source : WK / GH KOREA Survey & Analysis(2010.10)

    [ -45]

    *Source : (www.google.com)

    (North)

    . ,

    , (West)

    .

    MRT (North South Line) , (Ang Mo Kio),

    (Kranji) .

    28

    5 4,000 .

    .

    [ -46] (North)

    *Source : (www.google.com)

  • 61

    .

    2.

    500 .

    18~59 500

    1:1 , 2010 10 4 11 5 .

    ( , , ,

    , , , ,

    ), ( , ,

    , , , , ,

    , ), ( ,

    , , ,

    , , , , ,

    , , , ,

    , , ).

    1, 2, 3

    - , , , ,

    1, 2, 3 , 1 ,

    1+2+3 .

    ) 00 ? 3

    (1 : 2 : 3 : )

    1. 2.

    3. 4.

    4

    - 4 1. 2.

    3. 4.

    .

    - 3. , 4.

    1, 2, 3, 4 4

    .

  • 62

    ) ?

    1. 2.

    3. 4.

    ( )

    ( )

    ( )

    ( )

    ( )

    ( )

    SG$ , SG$ 2011 3 10 ,

    882

  • 63

    .

    .

    .

    (Sakae Sushi), (Crystal Jade), (Swensens),

    (Thai Express), (Ajisen) .

    .

    [ -19]

    (Sakae Sushi) 37

    (Ajisen) 18

    (Ichiban boshi) 8

    (Crystal Jade) 26

    (Blue Ginger) 1

    (Thai Express) 20

    (Lerk Thai) 12

    (Swensens) 25

    (Fish n co) 16

    (Jacks Place) 14

    (Delifrance) 7

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    (Central) ,

    .

    [ -20]

    (Sakae Sushi)

    (Thai Express)

    (Ajisen)

    (Central) 16 12 8

    (West) 6 2 3

    (East) 7 2 3

    (North) 8 4 4

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 64

    .

    *

    (* : ,

    .)

    (32.3%)

    .

    (13.2%), (12.8%), (10.0%) .

    5.4% 6 (74.5%), (13.6%),

    (8.9%) , , , ,

    5 .

    , , , , ,

    , (Nasi lemak), (Mee Siam), .

    [ -47]

  • 65

    .

    [ -48]

    (n=500, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 66

    9, 17 . ,

    18

    ~24 .

    [ -21]

    (n=500, %)

    18~19

    20~24

    25~29

    30~34

    35~39

    40~44

    45~49

    50~54

    55~59

    ( ) (500) (254) (246) (50) (62) (56) (65) (63) (51) (56) (52) (45)

    17.0 15.7 18.3 10.0 27.4 19.6 18.5 11.1 17.6 16.1 13.5 17.8

    6.8 8.3 5.3 8.0 8.1 0.0 7.7 3.2 5.9 8.9 7.7 13.3

    6.6 5.9 7.3 8.0 3.2 0.0 9.2 15.9 7.8 1.8 9.6 2.2

    5.4 5.5 5.3 0.0 1.6 1.8 9.2 3.2 9.8 8.9 5.8 8.9

    3.2 2.4 4.1 4.0 3.2 7.1 6.2 3.2 2.0 1.8 0.0 0.0

    3.2 2.8 3.7 2.0 3.2 5.4 3.1 4.8 3.9 0.0 5.8 0.0

    3.0 3.9 2.0 4.0 3.2 1.8 3.1 1.6 0.0 3.6 7.7 2.2

    2.0 1.6 2.4 2.0 1.6 1.8 1.5 4.8 5.9 0.0 0.0 0.0

    2.0 0.8 3.3 0.0 4.8 3.6 0.0 0.0 3.9 1.8 3.8 0.0

    2.0 2.4 1.6 0.0 1.6 0.0 1.5 4.8 0.0 1.8 5.8 2.2

    2.0 3.1 0.8 0.0 3.2 1.8 3.1 3.2 3.9 1.8 0.0 0.0

    1.8 2.4 1.2 0.0 1.6 3.6 1.5 3.2 2.0 1.8 1.9 0.0

    1.6 0.8 2.4 4.0 3.2 0.0 0.0 0.0 2.0 0.0 1.9 4.4

    1.6 0.8 2.4 0.0 0.0 3.6 3.1 1.6 2.0 0.0 1.9 2.2

    / 1.6 1.6 1.6 0.0 3.2 3.6 0.0 0.0 0.0 1.8 1.9 4.4

    1.6 0.8 2.4 2.0 0.0 1.8 0.0 1.6 2.0 3.6 3.8 0.0

    1.4 0.4 2.4 4.0 1.6 1.8 0.0 1.6 0.0 1.8 1.9 0.0

    1.2 0.8 1.6 0.0 0.0 3.6 1.5 0.0 0.0 3.6 1.9 0.0

    1.2 1.6 0.8 2.0 3.2 0.0 0.0 1.6 0.0 0.0 0.0 4.4

    1.2 1.6 0.8 2.0 0.0 0.0 1.5 0.0 2.0 3.6 0.0 2.2

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 67

    .

    (10.4%),

    (5.0%) .

    [ -22] 5

    (n=500, %)

    1 (10.4%) (5.0%)

    2 (4.6%) (4.0%)

    3 (3.4%) (2.6%)

    4 (3.0%) (2.4%)

    5 (2.2%) (2.2%)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    , , , , ,

    5

    5

    . .

    [ -23]

    Traditional

    Affordable

    Healthy

    Nutritious

    Simple

    Unique

    Family-oriented

    Fresh

    Clean

    Creative

    Reliable

    Strong

    Friendly

    Modern

    Fast

    Stylish

    Diverse

    Universe

    Convenient

    Plentiful

    Courteous

    Luxurious

    Confortable

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 68

    , , , ,

    .

    [ -24] 5

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 69

    .

    [ -49]

    (, n=500, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 70

    %

    % .

    , (Traditional) 4.4%

    .

    [ -25]

    (, n=500, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 71

    .

    ,

    .

    . , ,

    ,

    .

    . (Healthy), (Fresh), (Clean)

    , (Fast), (Nutritious),

    (Courteous) .

    ,

    ,

    .

    ,

    ,

    .

    [ -50]

    (n=500)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 72

    ,

    .

    .

    - : ,

    - : , ,

    ,

    , .

    .

    ,

    , , , .

    , ,

    , , .

    , , , .

    , 4

    .

    , , ,

    .

    , ,

    , .

    . , ,

    .

  • 73

    .

    [ -51] *

    (n=500)

    * * ,

    . ,

    .

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 74

    3.

    .

    . ,

    .

    5.6%

    71.4% .

    80% 25~29 .

    [ -52]

    (n=500, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    [ -26]

    (n=500, %)

    2

    1

    2

    (254) 76.0 17.3 5.5 0.0 1.2 0.0 0.0

    (246) 66.7 19.5 9.3 1.6 2.0 0.4 0.4

    18~19 (50) 78.0 18.0 2.0 0.0 2.0 0.0 0.0

    20~24 (62) 67.7 24.2 6.5 1.6 0.0 0.0 0.0

    25~29 (56) 85.7 10.7 3.6 0.0 0.0 0.0 0.0

    30~34 (65) 76.9 12.3 7.7 3.1 0.0 0.0 0.0

    35~39 (63) 79.4 11.1 7.9 0.0 1.6 0.0 0.0

    40~44 (51) 58.8 31.4 5.9 0.0 2.0 2.0 0.0

    45~49 (56) 69.6 16.1 12.5 0.0 1.8 0.0 0.0

    50~54 (52) 73.1 17.3 7.7 0.0 1.9 0.0 0.0

    55~59 (45) 46.7 28.9 13.3 2.2 6.7 0.0 2.2

    , (234) 64.1 20.1 11.1 1.3 3.0 0.0 0.4

    , (41) 65.9 19.5 12.2 2.4 0.0 0.0 0.0

    (225) 80.0 16.4 2.7 0.0 0.4 0.4 0.0

    3000 - 3499 SGD (110) 65.5 17.3 12.7 0.9 2.7 0.0 0.9

    3500 - 3999 SGD (47) 70.2 14.9 6.4 2.1 4.3 2.1 0.0

    4000 - 4499 SGD (51) 58.8 31.4 9.8 0.0 0.0 0.0 0.0

    4500 - 4999 SGD (37) 73.0 16.2 8.1 2.7 0.0 0.0 0.0

    5000 - 5499 SGD (89) 70.8 22.5 3.4 1.1 2.2 0.0 0.0

    5500 SGD (166) 79.5 14.5 5.4 0.0 0.6 0.0 0.0

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 75

    .

    71.4%, 5.8% .

    SG$8.1, SG$12.9,

    SG$44.9 .

    [ -53] 1 (1 1 )

    (n=500, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 76

    1 (1 1 )

    1 SG$10 .(87.4%)

    1 (87.4%) SG$10 64%

    SG$10 36%

    .

    SG$10 .

    1 SG$10 36% (12.6%)

    .

    [ -54] (1 1 )

    (n=500, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 77

    .

    [ -27] 1 (1 1 )

    (n=500, %)

    SGD 5 SGD 5 ~

    9.9

    SGD 10 ~

    19.9

    SGD 20 ~

    29.9

    SGD 30 ~

    39.9

    SGD 40 ~

    49.9

    SGD 50

    (254) 40.2 46.5 8.7 2.8 0.8 1.2 0.0

    (246) 47.2 41.1 8.5 1.2 1.2 0.4 0.4

    18~19 (50) 50.0 42.0 4.0 2.0 2.0 0.0 0.0

    20~24 (62) 35.5 58.1 1.6 4.8 0.0 0.0 0.0

    25~29 (56) 44.6 37.5 14.3 1.8 0.0 1.8 0.0

    30~34 (65) 26.2 56.9 13.8 1.5 1.5 0.0 0.0

    35~39 (63) 39.7 47.6 7.9 1.6 1.6 0.0 1.6

    40~44 (51) 49.0 35.3 13.7 0.0 2.0 0.0 0.0

    45~49 (56) 46.4 39.3 8.9 0.0 0.0 5.4 0.0

    50~54 (52) 53.8 34.6 9.6 1.9 0.0 0.0 0.0

    55~59 (45) 55.6 35.6 2.2 4.4 2.2 0.0 0.0

    , (234) 42.3 44.0 9.0 2.1 1.3 1.3 0.0

    , (41) 48.8 34.1 14.6 0.0 0.0 0.0 2.4

    (225) 44.0 45.3 7.1 2.2 0.9 0.4 0.0

    3000 - 3499 SGD (110) 43.6 44.5 6.4 2.7 0.0 2.7 0.0

    3500 - 3999 SGD (47) 48.9 42.6 2.1 4.3 2.1 0.0 0.0

    4000 - 4499 SGD (51) 41.2 52.9 3.9 0.0 2.0 0.0 0.0

    4500 - 4999 SGD (37) 45.9 43.2 5.4 2.7 2.7 0.0 0.0

    5000 - 5499 SGD (89) 37.1 49.4 10.1 1.1 2.2 0.0 0.0

    5500 SGD (166) 45.8 38.0 13.3 1.8 0.0 0.6 0.6

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    [ -28] 1 (1 1 )

    (n=500, %)

    SGD 5 SGD 5 ~

    9.9

    SGD 10 ~

    19.9

    SGD 20 ~

    29.9

    SGD 30 ~

    39.9

    SGD 40 ~

    49.9

    SGD 50

    (254) 22.4 39.4 16.1 13.0 5.1 2.4 1.6

    (246) 28.0 38.2 16.7 10.2 4.5 1.6 0.8

    18~19 (50) 30.0 38.0 16.0 12.0 4.0 0.0 0.0

    20~24 (62) 17.7 45.2 16.1 14.5 4.8 0.0 1.6

    25~29 (56) 28.6 32.1 8.9 16.1 8.9 3.6 1.8

    30~34 (65) 15.4 43.1 16.9 13.8 6.2 4.6 0.0

    35~39 (63) 20.6 41.3 19.0 9.5 6.3 0.0 3.2

    40~44 (51) 19.6 45.1 21.6 9.8 3.9 0.0 0.0

    45~49 (56) 30.4 33.9 16.1 8.9 0.0 8.9 1.8

    50~54 (52) 36.5 34.6 15.4 9.6 3.8 0.0 0.0

    55~59 (45) 33.3 33.3 17.8 8.9 4.4 0.0 2.2

    , (234) 25.2 41.9 14.5 10.3 4.7 2.6 0.9

    , (41) 26.8 22.0 22.0 12.2 7.3 4.9 4.9

    (225) 25.2 41.9 14.5 10.3 4.7 2.6 0.9

    3000 - 3499 SGD (110) 24.5 40.0 20.0 9.1 2.7 3.6 0.0

    3500 - 3999 SGD (47) 31.9 46.8 8.5 6.4 4.3 2.1 0.0

    4000 - 4499 SGD (51) 29.4 39.2 17.6 7.8 5.9 0.0 0.0

    4500 - 4999 SGD (37) 43.2 35.1 10.8 5.4 2.7 0.0 2.7

    5000 - 5499 SGD (89) 16.9 36.0 15.7 21.3 6.7 1.1 2.2

    5500 SGD (166) 22.9 38.0 17.5 12.0 5.4 2.4 1.8

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 78

    68.4% .

    ,

    12.2% .

    11~ 2,

    5~ 10.

    2 5

    .

    [ -55]

    (n=500, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    [ -29]

    (n=500, %)

    (254) 11.8 66.9 21.3

    (246) 12.6 69.9 17.5

    18~19 (50) 14.0 76.0 10.0

    20~24 (62) 8.1 62.9 29.0

    25~29 (56) 14.3 69.6 16.1

    30~34 (65) 7.7 63.1 29.2

    35~39 (63) 7.9 79.4 12.7

    40~44 (51) 11.8 72.5 15.7

    45~49 (56) 8.9 67.9 23.2

    50~54 (52) 11.5 75.0 13.5

    55~59 (45) 31.1 46.7 22.2

    , (234) 15.4 65.0 19.7

    , (41) 4.9 73.2 22.0

    (225) 10.2 71.1 18.7

    3000 - 3499 SGD (110) 13.6 63.6 22.7

    3500 - 3999 SGD (47) 8.5 59.6 31.9

    4000 - 4499 SGD (51) 9.8 68.6 21.6

    4500 - 4999 SGD (37) 13.5 67.6 18.9

    5000 - 5499 SGD (89) 12.4 70.8 16.9

    5500 SGD (166) 12.7 72.9 14.5

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 79

    .

    71.8% ,

    7.8% .

    [ -56]

    (n=500, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    [ -30]

    (n=500, %)

    (,

    )

    (254) 77.2 6.3 7.1 4.7 0.8 0.8

    (246) 66.3 9.3 6.5 7.7 3.3 2.0

    18~19 (50) 88.0 0.0 4.0 0.0 2.0 0.0

    20~24 (62) 72.6 3.2 17.7 3.2 1.6 0.0

    25~29 (56) 87.5 1.8 1.8 5.4 0.0 0.0

    30~34 (65) 73.8 7.7 4.6 7.7 3.1 1.5

    35~39 (63) 76.2 4.8 12.7 4.8 0.0 1.6

    40~44 (51) 60.8 11.8 3.9 9.8 5.9 2.0

    45~49 (56) 66.1 14.3 5.4 7.1 3.6 0.0

    50~54 (52) 71.2 9.6 3.8 3.8 0.0 1.9

    55~59 (45) 44.4 20.0 4.4 15.6 2.2 6.7

    , (234) 64.5 13.7 6.4 6.8 2.6 0.9

    , (41) 65.9 4.9 4.9 17.1 0.0 2.4

    (225) 80.4 2.2 7.6 3.6 1.8 1.8

    3000 - 3499 SGD (110) 65.5 10.0 7.3 4.5 4.5 0.9

    3500 - 3999 SGD (47) 63.8 10.6 8.5 0.0 6.4 4.3

    4000 - 4499 SGD (51) 72.5 11.8 3.9 9.8 0.0 2.0

    4500 - 4999 SGD (37) 70.3 10.8 13.5 5.4 0.0 0.0

    5000 - 5499 SGD (89) 68.5 7.9 7.9 10.1 2.2 1.1

    5500 SGD (166) 80.1 3.6 4.8 6.0 0.0 1.2

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 80

    , 42.6% ,

    , 56.3% 18~24

    .

    25~44 50%

    .

    42.6%

    4.4% .

    ,

    .

    [ -57]

    (n=500, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 81

    .

    [ -31]

    (n=500, %)

    (254) 43.3 26.4 13.0 13.8 3.1

    (246) 41.9 23.2 18.3 13.0 3.3

    18~19 (50) 18.0 66.0 4.0 6.0 2.0

    20~24 (62) 24.2 48.4 3.2 11.3 12.9

    25~29 (56) 57.1 21.4 7.1 14.3 0.0

    30~34 (65) 50.8 4.6 21.5 15.4 7.7

    35~39 (63) 50.8 23.8 14.3 11.1 0.0

    40~44 (51) 54.9 17.6 17.6 9.8 0.0

    45~49 (56) 44.6 14.3 30.4 10.7 0.0

    50~54 (52) 42.3 15.4 11.5 26.9 3.8

    55~59 (45) 37.8 13.3 33.3 15.6 0.0

    , (234) 46.6 14.1 23.9 14.5 0.9

    , (41) 56.1 14.6 22.0 2.4 4.9

    (225) 36.0 37.8 5.8 14.2 5.3

    3000 - 3499 SGD (110) 31.8 30.9 20.0 12.7 3.6

    3500 - 3999 SGD (47) 31.9 23.4 21.3 19.1 2.1

    4000 - 4499 SGD (51) 45.1 23.5 13.7 17.6 0.0

    4500 - 4999 SGD (37) 24.3 35.1 21.6 13.5 5.4

    5000 - 5499 SGD (89) 43.8 29.2 12.4 11.2 3.4

    5500 SGD (166) 55.4 16.9 12.0 12.0 3.6

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    [ -32]

    (n=500, %)

    (254) 55.9 27.2 7.5 5.9 3.5

    (245) 56.7 23.7 8.2 6.1 5.3

    18~19 (50) 34.0 54.0 10.0 2.0 0.0

    20~24 (62) 25.8 51.6 16.1 3.2 3.2

    25~29 (56) 42.9 32.1 16.1 5.4 3.6

    30~34 (65) 60.0 12.3 16.9 7.7 3.1

    35~39 (63) 66.7 22.2 3.2 4.8 3.2

    40~44 (50) 64.0 18.0 4.0 6.0 8.0

    45~49 (56) 71.4 14.3 0.0 8.9 5.4

    50~54 (52) 71.2 15.4 0.0 7.7 5.8

    55~59 (45) 75.6 6.7 0.0 8.9 8.9

    , (233) 78.1 9.0 0.9 5.2 6.9

    , (41) 68.3 12.2 17.1 2.4 0.0

    (225) 31.6 44.9 13.3 7.6 2.7

    3000 - 3499 SGD (110) 51.4 32.1 3.7 6.4 6.4

    3500 - 3999 SGD (47) 48.9 27.7 4.3 12.8 6.4

    4000 - 4499 SGD (51) 60.8 31.4 2.0 3.9 2.0

    4500 - 4999 SGD (37) 56.8 27.0 8.1 8.1 0.0

    5000 - 5499 SGD (89) 51.7 29.2 10.1 4.5 4.5

    5500 SGD (166) 62.7 16.3 12.0 4.8 4.2

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 82

    36.6% ,

    30.3% .

    ,

    ,

    , 31%,

    29.2% (SG$10~29.9) 23.4%,

    (SG$30~49.9) 7.4%, 1% .

    [ -58]

    (n=500, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    [ -33]

    (n=500, %)

    (Casual

    Dining

    SG$10~

    29.9)

    (Fast food)

    (Casual

    Dining

    SG$30~

    49.9)

    (Fine

    Dining)

    (254) 42.5 40.6 8.7 5.9 2.0 0.4

    (246) 41.5 41.1 8.1 6.9 2.0 0.0

    18~19 (50) 40.0 38.0 4.0 16.0 2.0 0.0

    20~24 (62) 35.5 51.6 6.5 6.5 0.0 0.0

    25~29 (56) 44.6 37.5 12.5 3.6 1.8 0.0

    30~34 (65) 29.2 47.7 9.2 12.3 1.5 0.0

    35~39 (63) 36.5 46.0 9.5 4.8 3.2 0.0

    40~44 (51) 47.1 35.3 9.8 5.9 2.0 0.0

    45~49 (56) 46.4 35.7 8.9 3.6 3.6 1.8

    50~54 (52) 55.8 30.8 5.8 3.8 1.9 0.0

    55~59 (45) 48.9 40.0 8.9 0.0 2.2 0.0

    , (234) 43.2 38.9 9.8 4.7 2.6 0.4

    , (41) 41.5 39.0 7.3 9.8 2.4 0.0

    (225) 40.9 43.1 7.1 7.6 1.3 0.0

    3000 - 3499 SGD (110) 45.5 35.5 8.2 8.2 1.8 0.9

    3500 - 3999 SGD (47) 27.7 57.4 6.4 6.4 2.1 0.0

    4000 - 4499 SGD (51) 45.1 39.2 5.9 7.8 2.0 0.0

    4500 - 4999 SGD (37) 45.9 37.8 8.1 5.4 2.7 0.0

    5000 - 5499 SGD (89) 33.7 48.3 7.9 7.9 2.2 0.0

    5500 SGD (166) 46.4 36.7 10.2 4.2 1.8 0.0

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 83

    .

    [ -34]

    (n=500, %)

    (Casual

    Dining

    SG$10~

    29.9)

    (Fast

    food)

    (Casual

    Dining

    SG$30~

    49.9)

    (Fine

    Dining)

    (254) 30.3 28.7 23.6 7.9 7.9 1.6

    (246) 31.7 29.7 23.2 7.3 6.9 0.4

    18~19 (50) 36.0 20.0 26.0 14.0 4.0 0.0

    20~24 (62) 33.9 24.2 27.4 8.1 3.2 1.6

    25~29 (56) 14.3 42.9 25.0 5.4 10.7 1.8

    30~34 (65) 26.2 27.7 24.6 9.2 12.3 0.0

    35~39 (63) 34.9 23.8 25.4 6.3 7.9 1.6

    40~44 (51) 39.2 23.5 23.5 9.8 3.9 0.0

    45~49 (56) 26.8 33.9 25.0 3.6 7.1 3.6

    50~54 (52) 40.4 32.7 15.4 3.8 5.8 0.0

    55~59 (45) 28.9 35.6 15.6 8.9 11.1 0.0

    , (234) 32.5 30.8 19.2 7.3 9.0 0.9

    , (41) 26.8 19.5 26.8 9.8 14.6 2.4

    (225) 30.2 29.3 27.1 7.6 4.4 0.9

    3000 - 3499 SGD (110) 36.4 26.4 22.7 8.2 5.5 0.9

    3500 - 3999 SGD (47) 42.6 23.4 12.8 14.9 6.4 0.0

    4000 - 4499 SGD (51) 27.5 37.3 19.6 7.8 7.8 0.0

    4500 - 4999 SGD (37) 32.4 37.8 16.2 10.8 0.0 2.7

    5000 - 5499 SGD (89) 28.1 23.6 34.8 1.1 10.1 1.1

    5500 SGD (166) 26.5 31.3 23.5 7.8 9.0 1.2

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    ,

    , ,

    (Key Buying Factor) .

    [ -59]

    (n=500, %)

    * 1. , 2. , 3., 4. ,

    3, 4 .

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 84

    [ -35]

    (n=500, %)

    (252) 3.67 3.31 3.18 3.10 2.78 2.59 3.30 2.85 3.31 3.46 3.70

    (240) 3.64 3.35 3.17 3.00 2.79 2.35 3.16 2.91 3.28 3.42 3.70

    18~19 (50) 3.74 3.28 3.28 2.92 2.76 1.94 3.16 2.82 3.36 3.32 3.66

    20~24 (62) 3.68 3.18 3.16 3.02 2.79 2.29 3.21 3.03 3.24 3.42 3.58

    25~29 (54) 3.68 3.38 3.11 3.09 2.84 2.46 2.98 2.93 3.20 3.46 3.59

    30~34 (64) 3.71 3.42 3.23 3.15 2.86 2.65 3.38 2.92 3.26 3.45 3.78

    35~39 (63) 3.63 3.38 3.14 3.10 2.70 2.67 3.33 2.81 3.33 3.46 3.79

    40~44 (51) 3.49 3.27 3.18 3.06 2.76 2.45 3.24 2.88 3.37 3.43 3.67

    45~49 (56) 3.70 3.38 3.16 2.98 2.77 2.80 3.38 2.80 3.38 3.50 3.68

    50~54 (50) 3.65 3.38 3.25 3.06 2.83 2.54 3.19 2.90 3.31 3.50 3.83

    55~59 (42) 3.62 3.29 3.07 3.04 2.73 2.31 3.13 2.78 3.22 3.42 3.69

    , (228) 3.62 3.36 3.18 3.12 2.76 2.63 3.25 2.85 3.32 3.47 3.74

    , (41) 3.63 3.49 3.00 2.95 2.95 2.61 3.32 2.90 3.39 3.39 3.76

    (223) 3.70 3.27 3.21 3.00 2.78 2.28 3.19 2.91 3.25 3.43 3.65

    3000 - 3499 SGD (108) 3.71 3.25 3.25 2.94 2.54 2.26 3.12 2.80 3.16 3.32 3.64

    3500 - 3999 SGD (46) 3.57 3.17 3.09 3.06 2.72 2.32 3.09 2.81 3.19 3.28 3.77

    4000 - 4499 SGD (49) 3.67 3.31 3.25 2.88 2.88 2.10 3.33 2.80 3.29 3.43 3.76

    4500 - 4999 SGD (37) 3.59 3.11 3.14 2.78 2.70 2.27 3.05 3.03 3.41 3.49 3.76

    5000 - 5499 SGD (88) 3.74 3.53 3.25 3.15 2.94 2.53 3.30 2.90 3.35 3.48 3.69

    5500 SGD (164) 3.61 3.37 3.10 3.18 2.87 2.78 3.31 2.93 3.36 3.54 3.69

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    50.4% .

    50 60%

    , 25~29

    26.8% .

    ,

    .

    .

    .

    [ -60]

    (n=500, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 85

    .

    [ -36]

    (n=500, %)

    TV

    (254) 49.2 17.3 11.8 12.6 3.1 3.1

    (246) 51.6 13.4 12.6 8.9 8.1 2.4

    18~19 (50) 46.0 14.0 14.0 22.0 2.0 0.0

    20~24 (62) 54.8 11.3 9.7 9.7 6.5 3.2

    25~29 (56) 37.5 8.9 12.5 26.8 8.9 3.6

    30~34 (65) 49.2 18.5 6.2 13.8 6.2 1.5

    35~39 (63) 47.6 15.9 14.3 7.9 4.8 9.5

    40~44 (51) 49.0 21.6 13.7 3.9 3.9 2.0

    45~49 (56) 62.5 14.3 10.7 5.4 5.4 0.0

    50~54 (52) 46.2 19.2 17.3 5.8 7.7 1.9

    55~59 (45) 62.2 15.6 13.3 0.0 4.4 2.2

    , (234) 55.1 17.1 12.0 5.1 5.6 3.0

    , (41) 34.1 24.4 17.1 14.6 4.9 2.4

    (225) 48.4 12.0 11.6 16.0 5.8 2.7

    3000 - 3499 SGD (110) 48.2 13.6 16.4 10.0 7.3 2.7

    3500 - 3999 SGD (47) 55.3 4.3 17.0 10.6 4.3 4.3

    4000 - 4499 SGD (51) 45.1 21.6 11.8 13.7 2.0 2.0

    4500 - 4999 SGD (37) 51.4 10.8 13.5 10.8 5.4 2.7

    5000 - 5499 SGD (89) 57.3 22.5 6.7 9.0 3.4 1.1

    5500 SGD (166) 48.2 15.1 10.8 11.4 7.2 3.6

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 86

    .

    . 98.4%.

    ((74.5%), (13.6%), (8.9%)

    + / ) 10

    .

    ,

    .

    , ,

    .( )

    ,

    .

    [ -61]

    (n=500, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 87

    .

    10 3.9 .

    SG$5,500

    10 4.3 .

    SG$4,500

    ~4,999 10 3.3 .

    [ -37] 10

    1 n=492, )

    (492) 3.9

    (252) 3.9

    (240) 3.8

    18~19 (50) 4.0

    20~24 (62) 3.7

    25~29 (54) 3.7

    30~34 (64) 4.0

    35~39 (63) 4.2

    40~44 (51) 3.8

    45~49 (56) 3.6

    50~54 (50) 3.9

    55~59 (42) 3.9

    , (228) 3.9

    , (41) 3.9

    (223) 3.8

    3000 - 3499 SGD (108) 3.6

    3500 - 3999 SGD (46) 4.0

    4000 - 4499 SGD (49) 3.8

    4500 - 4999 SGD (37) 3.3

    5000 - 5499 SGD (88) 3.8

    5500 SGD (164) 4.3

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 88

    1 34.4%

    , , .

    6.1%

    (8.1%) .

    [ -62]

    ( 1 n=492, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    [ -38]

    ( 1 n=492, %)

    Japanese Chinese Thai Indonesian Indian Korean Italian Vietnamese German

    (252) 34.3 22.7 13.1 9.6 8.4 3.6 4.4 1.6 1.2

    (240) 34.6 24.6 7.5 8.8 7.9 8.8 5.0 0.8 0.8

    18~19 (50) 40.0 22.0 8.0 12.0 6.0 4.0 6.0 2.0 0.0

    20~24 (62) 48.4 11.3 12.9 11.3 4.8 6.5 1.6 0.0 3.2

    25~29 (54) 39.6 13.2 13.2 5.7 5.7 9.4 7.5 1.9 0.0

    30~34 (64) 35.9 26.6 7.8 12.5 4.7 6.3 3.1 0.0 1.6

    35~39 (63) 31.7 31.7 4.8 4.8 12.7 4.8 7.9 0.0 1.6

    40~44 (51) 37.3 15.7 13.7 7.8 5.9 9.8 5.9 2.0 2.0

    45~49 (56) 28.6 23.2 16.1 5.4 10.7 5.4 5.4 3.6 0.0

    50~54 (50) 28.0 30.0 12.0 12.0 8.0 4.0 2.0 2.0 0.0

    55~59 (42) 14.3 42.9 4.8 11.9 16.7 4.8 2.4 0.0 0.0

    , (228) 28.9 29.4 10.5 7.5 9.6 6.6 3.1 0.9 1.3

    , (41) 39.0 14.6 9.8 17.1 12.2 4.9 2.4 0.0 0.0

    (223) 39.2 19.4 10.4 9.5 5.9 5.9 6.8 1.8 0.9

    3000 - 3499 SGD (108) 39.8 12.0 16.7 7.4 11.1 7.4 3.7 0.0 0.0

    3500 - 3999 SGD (46) 34.8 10.9 21.7 6.5 6.5 10.9 6.5 0.0 0.0

    4000 - 4499 SGD (49) 36.7 18.4 4.1 20.4 12.2 2.0 4.1 2.0 0.0

    4500 - 4999 SGD (37) 32.4 29.7 13.5 13.5 2.7 2.7 2.7 2.7 0.0

    5000 - 5499 SGD (88) 29.9 32.2 8.0 4.6 6.9 2.3 8.0 3.4 4.6

    5500 SGD (164) 32.9 30.5 5.5 9.1 7.3 7.9 3.7 0.6 0.6

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 89

    .

    71.8%

    ,

    26.2% .

    18~29

    .

    18~19 , 30%, 20~24 37.1%, 25~29 31.5%.

    [ -63]

    ( 1 n=492, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    [ -39]

    ( 1 n=492, %)

    (,

    )

    (252) 25.4 23.0 22.2 7.9 6.7 6.0

    (240) 27.1 27.1 15.4 10.4 4.6 5.0

    18~19 (50) 18.0 30.0 28.0 12.0 4.0 2.0

    20~24 (62) 12.9 37.1 12.9 12.9 6.5 1.6

    25~29 (54) 9.3 31.5 27.8 14.8 5.6 5.6

    30~34 (64) 31.3 21.9 20.3 7.8 3.1 7.8

    35~39 (63) 33.3 22.2 20.6 4.8 6.3 1.6

    40~44 (51) 33.3 21.6 7.8 7.8 5.9 9.8

    45~49 (56) 33.9 14.3 17.9 7.1 8.9 10.7

    50~54 (50) 28.0 26.0 22.0 4.0 6.0 6.0

    55~59 (42) 38.1 19.0 11.9 11.9 4.8 4.8

    , (228) 36.8 18.9 18.0 7.5 5.3 6.1

    , (41) 29.3 24.4 14.6 7.3 7.3 4.9

    (223) 14.8 31.4 20.6 11.2 5.8 4.9

    3000 - 3499 SGD (108) 24.1 34.3 12.0 12.0 5.6 2.8

    3500 - 3999 SGD (46) 30.4 15.2 21.7 10.9 2.2 0.0

    4000 - 4499 SGD (49) 24.5 18.4 26.5 6.1 8.2 8.2

    4500 - 4999 SGD (37) 24.3 24.3 32.4 8.1 0.0 5.4

    5000 - 5499 SGD (88) 29.5 25.0 14.8 10.2 5.7 5.7

    5500 SGD (164) 25.6 23.8 19.5 7.3 7.3 7.9

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 90

    42.6% , 56.3%

    ,

    40.4% .

    18~24 50~58.1%

    ,

    ,

    .

    [ -64]

    ( 1 n=492, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    [ -40]

    ( 1 n=492, %)

    (252) 13.1 34.1 40.5 1.6 9.5

    (240) 10.8 37.9 40.4 3.8 6.7

    18~19 (50) 0.0 50.0 34.0 0.0 14.0

    20~24 (62) 1.6 58.1 19.4 3.2 17.7

    25~29 (54) 24.1 42.6 16.7 1.9 14.8

    30~34 (64) 9.4 29.7 43.8 3.1 12.5

    35~39 (63) 22.2 25.4 44.4 0.0 4.8

    40~44 (51) 23.5 29.4 43.1 3.9 0.0

    45~49 (56) 5.4 30.4 58.9 1.8 3.6

    50~54 (50) 14.0 36.0 44.0 4.0 2.0

    55~59 (42) 7.1 19.0 66.7 7.1 0.0

    , (228) 16.7 20.2 58.3 3.5 0.9

    , (41) 4.9 31.7 48.8 0.0 14.6

    (223) 8.5 52.9 20.6 2.2 14.3

    3000 - 3499 SGD (108) 7.4 46.3 37.0 3.7 4.6

    3500 - 3999 SGD (46) 15.2 34.8 37.0 6.5 6.5

    4000 - 4499 SGD (49) 16.3 30.6 49.0 4.1 0.0

    4500 - 4999 SGD (37) 13.5 29.7 40.5 5.4 8.1

    5000 - 5499 SGD (88) 10.2 34.1 45.5 0.0 9.1

    5500 SGD (164) 13.4 33.5 38.4 1.2 12.8

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 91

    .

    (SG$10~29.9) 51.5%

    .

    (SG$10~29.9)(42.7%)

    (37.8%) .

    [ -65]

    ( 1 n=492,( 431), %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    [ -41]

    ( 1 n=492, %)

    (Casual

    Dining)

    /

    (Specialized

    )

    (Fast food)

    (Luxury)

    (252) 38.2 25.9 21.5 10.4 2.8 1.2

    (240) 45.4 25.4 17.9 7.5 2.9 0.8

    18~19 (50) 36.0 30.0 24.0 4.0 6.0 0.0

    20~24 (62) 53.2 25.8 12.9 3.2 4.8 0.0

    25~29 (53) 41.5 18.9 18.9 15.1 5.7 0.0

    30~34 (64) 39.1 23.4 20.3 15.6 1.6 0.0

    35~39 (63) 39.7 28.6 19.0 7.9 3.2 1.6

    40~44 (51) 45.1 29.4 13.7 9.8 0.0 2.0

    45~49 (56) 46.4 19.6 19.6 8.9 3.6 1.8

    50~54 (50) 36.0 30.0 24.0 10.0 0.0 0.0

    55~59 (42) 35.7 26.2 28.6 4.8 0.0 4.8

    , (228) 37.7 27.6 21.1 9.6 2.6 1.3

    , (41) 43.9 17.1 14.6 19.5 2.4 2.4

    (222) 45.5 25.2 19.4 6.3 3.2 0.5

    3000 - 3499 SGD (108) 39.8 24.1 24.1 7.4 3.7 0.9

    3500 - 3999 SGD (46) 41.3 34.8 15.2 6.5 0.0 2.2

    4000 - 4499 SGD (49) 28.6 30.6 30.6 8.2 2.0 0.0

    4500 - 4999 SGD (37) 35.1 24.3 32.4 0.0 8.1 0.0

    5000 - 5499 SGD (87) 44.8 26.4 11.5 13.8 1.1 2.3

    5500 SGD (164) 47.0 22.6 16.5 10.4 3.0 0.6

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 92

    1 (1 1 )

    , 1 SG$10~19.9 .

    , SG$10

    .

    ,

    1 .

    [ -66] 1 (1 1 )

    ( 1 n=492, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    [ -42] (1 1 )

    ( 1 n=492, %)

    SGD 5 SGD 5 ~ 9.9SGD 10 ~

    19.9

    SGD 20 ~

    19.9

    SGD 30 ~

    39.9

    SGD 40 ~

    49.9SGD 50

    (252) 2.4 18.3 40.5 26.2 7.9 4.4 0.4

    (240) 1.7 18.3 40.4 26.7 7.5 2.5 2.9

    18~19 (50) 2.0 30.0 54.0 12.0 2.0 0.0 0.0

    20~24 (62) 1.6 17.7 41.9 33.9 3.2 1.6 0.0

    25~29 (54) 0.0 18.5 31.5 33.3 9.3 7.4 0.0

    30~34 (64) 1.6 12.5 32.8 31.3 9.4 9.4 3.1

    35~39 (63) 1.6 15.9 44.4 19.0 15.9 0.0 3.2

    40~44 (51) 3.9 15.7 37.3 25.5 11.8 3.9 2.0

    45~49 (56) 3.6 14.3 41.1 35.7 3.6 0.0 1.8

    50~54 (50) 2.0 18.0 44.0 24.0 10.0 2.0 0.0

    55~59 (42) 2.4 26.2 38.1 19.0 2.4 7.1 4.8

    , (228) 2.6 17.1 38.2 28.1 8.8 3.1 2.2

    , (41) 2.4 9.8 41.5 19.5 7.3 12.2 7.3

    (223) 1.3 21.1 42.6 26.0 6.7 2.2 0.0

    3000 - 3499 SGD (108) 1.9 21.3 51.9 18.5 4.6 0.9 0.9

    3500 - 3999 SGD (46) 4.3 21.7 45.7 17.4 4.3 4.3 2.2

    4000 - 4499 SGD (49) 6.1 24.5 36.7 20.4 6.1 2.0 4.1

    4500 - 4999 SGD (37) 2.7 21.6 54.1 18.9 2.7 0.0 0.0

    5000 - 5499 SGD (88) 0.0 15.9 30.7 35.2 11.4 5.7 1.1

    5500 SGD (164) 1.2 14.0 34.8 32.9 10.4 4.9 1.8

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 93

    .

    4.

    .

    87.2%,

    30.7% , 85.4% .

    [ -67] [ -68]

    (n=500, %) (n=500, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    , 91.1%,

    8.9%

    46.9%, 53.1%.

    45%

    .

    [ -69] ( ) [ -70] ( )

    ( n=436, %) ( n=64, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 94

    30~34 SG$3500~3999.

    55~59 .

    [ -43]

    (n=500, %)

    (254) 87.0 13.0

    (246) 87.4 12.6

    18~19 (50) 92.0 8.0

    20~24 (62) 93.5 6.5

    25~29 (56) 92.9 7.1

    30~34 (65) 95.4 4.6

    35~39 (63) 85.7 14.3

    40~44 (51) 80.4 19.6

    45~49 (56) 83.9 16.1

    50~54 (52) 84.6 15.4

    55~59 (45) 71.1 28.9

    , (234) 85.9 14.1

    , (41) 78.0 22.0

    (225) 90.2 9.8

    3000 - 3499 SGD (110) 77.3 22.7

    3500 - 3999 SGD (47) 95.7 4.3

    4000 - 4499 SGD (51) 84.3 15.7

    4500 - 4999 SGD (37) 91.9 8.1

    5000 - 5499 SGD (89) 89.9 10.1

    5500 SGD (166) 89.8 10.2

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    (55 )

    [ -44]

    (n=500, %)

    (254) 17.3 82.7

    (246) 11.8 88.2

    18~19 (50) 12.0 88.0

    20~24 (62) 9.7 90.3

    25~29 (56) 10.7 89.3

    30~34 (65) 4.6 95.4

    35~39 (63) 19.0 81.0

    40~44 (51) 11.8 88.2

    45~49 (56) 16.1 83.9

    50~54 (52) 15.4 84.6

    55~59 (45) 37.8 62.2

    , (234) 20.1 79.9

    , (41) 9.8 90.2

    (225) 9.8 90.2

    3000 - 3499 SGD (110) 13.6 86.4

    3500 - 3999 SGD (47) 8.5 91.5

    4000 - 4499 SGD (51) 21.6 78.4

    4500 - 4999 SGD (37) 24.3 75.7

    5000 - 5499 SGD (89) 13.5 86.5

    5500 SGD (166) 13.3 86.7

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 95

    .

    20 93.2%, 89.8%

    , 50 77.9%

    . 73.4% 50 .

    [ -71]

    (n=500, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    87% .

    88.2%, 82.7% .

    [ -72]

    (n=500, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    SG$3,500

    ~3,999 95.7% 91.5%

    .

    [ -73]

    (n=500, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 96

    .

    1. ,

    2.

    3.

    4.

    5. Ethnic food

    6.

    7.

    8. ( )

    47.7% ,

    17.4%, 3.7% .

    [ -74]

    ( n= 436, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 97

    .

    [ -45]

    ( n=436, %)

    ,

    Ethnic

    food

    ,

    (221) 47.1 18.1 15.8 4.5 6.3 3.6 2.3

    (215) 48.4 16.7 13.0 8.4 6.0 3.7 2.8

    18~19 (46) 56.5 19.6 6.5 4.3 6.5 6.5 0.0

    20~24 (58) 41.4 24.1 17.2 1.7 3.4 3.4 6.9

    25~29 (52) 28.8 28.8 21.2 7.7 5.8 1.9 5.8

    30~34 (62) 46.8 12.9 16.1 8.1 11.3 3.2 1.6

    35~39 (54) 61.1 7.4 9.3 7.4 7.4 1.9 1.9

    40~44 (41) 48.8 19.5 17.1 4.9 4.9 2.4 0.0

    45~49 (47) 48.9 14.9 19.1 8.5 2.1 2.1 2.1

    50~54 (44) 47.7 13.6 18.2 4.5 9.1 4.5 2.3

    55~59 (32) 53.1 15.6 0.0 12.5 3.1 9.4 0.0

    , (201) 49.3 15.4 13.4 8.5 6.0 4.0 1.5

    , (32) 43.8 15.6 21.9 12.5 0.0 6.3 0.0

    (203) 46.8 19.7 14.3 3.4 7.4 3.0 3.9

    3000 - 3499 SGD (85) 43.5 18.8 16.5 8.2 4.7 3.5 2.4

    3500 - 3999 SGD (45) 40.0 24.4 20.0 2.2 6.7 4.4 2.2

    4000 - 4499 SGD (43) 58.1 14.0 11.6 9.3 4.7 2.3 0.0

    4500 - 4999 SGD (34) 50.0 20.6 8.8 2.9 8.8 5.9 2.9

    5000 - 5499 SGD (80) 43.8 22.5 17.5 1.3 6.3 2.5 5.0

    5500 SGD (149) 51.0 12.1 12.1 9.4 6.7 4.0 2.0

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    .

    1.

    2.

    3.

    4.

    5.

    6.

    7.

    8. ( )

    43.8% ,

    15.6% .

    , ,

    , ,

    , , .

  • 98

    [ -75]

    ( n= 64, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    [ -46]

    ( n= 64, %)

    Ethnic food

    (33) 36.4 21.2 24.2 9.1

    (31) 51.6 9.7 3.2 9.7

    18~19 (4) 50.0 0.0 25.0 25.0

    20~24 (4) 25.0 0.0 0.0 25.0

    25~29 (4) 50.0 25.0 0.0 0.0

    30~34 (3) 66.7 33.3 0.0 0.0

    35~39 (9) 55.6 33.3 11.1 0.0

    40~44 (10) 40.0 10.0 30.0 0.0

    45~49 (9) 22.2 22.2 22.2 22.2

    50~54 (8) 25.0 0.0 25.0 25.0

    55~59 (13) 61.5 15.4 0.0 0.0

    , (33) 45.5 18.2 15.2 3.0

    , (9) 44.4 11.1 11.1 22.2

    (22) 40.9 13.6 13.6 13.6

    3000 - 3499 SGD (25) 36.0 8.0 16.0 12.0

    3500 - 3999 SGD (2) 100.0 0.0 0.0 0.0

    4000 - 4499 SGD (8) 37.5 50.0 0.0 0.0

    4500 - 4999 SGD (3) 66.7 0.0 33.3 0.0

    5000 - 5499 SGD (9) 33.3 0.0 33.3 11.1

    5500 SGD (17) 52.9 23.5 5.9 11.8

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 99

    .

    43.6% , 23.0%.

    63.0%

    , 11.0%

    .

    [ -76]

    ( n=427, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    [ -47]

    ( n=427, %)

    (33) 38.1 22.9 5.7 5.7

    (31) 46.5 23.0 7.4 3.7

    18~19 (4) 47.7 31.8 9.1 6.8

    20~24 (4) 51.8 30.4 7.1 8.9

    25~29 (4) 36.0 18.0 6.0 6.0

    30~34 (3) 43.5 24.2 6.5 3.2

    35~39 (9) 49.0 27.5 3.9 3.9

    40~44 (10) 37.8 15.6 4.4 2.2

    45~49 (9) 46.8 23.4 6.4 0.0

    50~54 (8) 29.5 13.6 11.4 6.8

    55~59 (13) 32.1 17.9 3.6 3.6

    , (33) 42.2 25.1 6.4 4.8

    , (9) 43.2 16.2 8.1 5.4

    (22) 42.4 22.2 6.4 4.4

    3000 - 3499 SGD (25) 36.8 14.7 3.2 4.2

    3500 - 3999 SGD (2) 46.5 27.9 4.7 7.0

    4000 - 4499 SGD (8) 37.5 22.5 0.0 2.5

    4500 - 4999 SGD (3) 60.7 32.1 3.6 0.0

    5000 - 5499 SGD (9) 33.8 15.6 9.1 0.0

    5500 SGD (17) 47.2 29.2 10.4 8.3

    *Source : WK / GH Korea Survey & Analysis(2010.10

  • 100

    [ -77]

    ( n= 73, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    [ -48]

    ( n=73, %)

    (33) 61.4 9.1 4.5 4.5 4.5

    (31) 65.5 13.8 6.9 6.9 0.0

    18~19 (4) 50.0 16.7 0.0 0.0 33.3

    20~24 (4) 100.0 0.0 0.0 0.0 0.0

    25~29 (4) 66.7 0.0 16.7 0.0 0.0

    30~34 (3) 33.3 33.3 33.3 0.0 0.0

    35~39 (9) 66.7 8.3 0.0 0.0 0.0

    40~44 (10) 33.3 16.7 0.0 33.3 0.0

    45~49 (9) 44.4 22.2 11.1 0.0 0.0

    50~54 (8) 87.5 0.0 0.0 0.0 0.0

    55~59 (13) 64.7 11.8 5.9 11.8 0.0

    , (33) 59.6 8.5 6.4 8.5 0.0

    , (9) 75.0 25.0 0.0 0.0 0.0

    (22) 68.2 13.6 4.5 0.0 9.1

    3000 - 3499 SGD (25) 66.7 6.7 6.7 6.7 6.7

    3500 - 3999 SGD (2) 50.0 25.0 0.0 25.0 0.0

    4000 - 4499 SGD (8) 54.5 18.2 0.0 9.1 9.1

    4500 - 4999 SGD (3) 66.7 0.0 11.1 0.0 0.0

    5000 - 5499 SGD (9) 66.7 8.3 0.0 0.0 0.0

    5500 SGD (17) 63.6 13.6 9.1 4.5 0.0

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 101

    .

    45.2% .

    [ -78]

    ( n=431, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    [ -49]

    ( n=431, %)

    (217) 0.9 42.9 55.3 0.9

    (214) 0.5 47.7 51.4 0.5

    18~19 (46) 2.2 60.9 37.0 0.0

    20~24 (59) 0.0 50.8 47.5 1.7

    25~29 (52) 3.8 38.5 53.8 3.8

    30~34 (62) 0.0 35.5 64.5 0.0

    35~39 (51) 0.0 47.1 52.9 0.0

    40~44 (41) 0.0 46.3 53.7 0.0

    45~49 (47) 0.0 42.6 57.4 0.0

    50~54 (43) 0.0 46.5 53.5 0.0

    55~59 (30) 0.0 40.0 60.0 0.0

    , (197) 0.5 44.7 54.8 0.0

    , (32) 0.0 40.6 56.3 3.1

    (202) 1.0 46.5 51.5 1.0

    3000 - 3499 SGD (85) 1.2 45.9 52.9 0.0

    3500 - 3999 SGD (44) 2.3 40.9 56.8 0.0

    4000 - 4499 SGD (43) 2.3 37.2 60.5 0.0

    4500 - 4999 SGD (33) 0.0 33.3 66.7 0.0

    5000 - 5499 SGD (78) 0.0 47.4 51.3 1.3

    5500 SGD (148) 0.0 50.0 48.6 1.4

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 102

    71.8%

    ,

    26.2% .

    34% ,

    .

    [ -79]

    ( n-431, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    [ -50]

    ( n=431, %)

    ,

    (217) 32.7 24.4 13.4 8.3 5.1 5.5

    (214) 35.0 18.2 14.5 12.1 5.1 4.7

    18~19 (46) 45.7 13.0 15.2 6.5 8.7 2.2

    20~24 (59) 47.5 11.9 16.9 10.2 6.8 3.4

    25~29 (52) 36.5 5.8 17.3 13.5 5.8 9.6

    30~34 (62) 35.5 22.6 6.5 8.1 8.1 4.8

    35~39 (51) 29.4 27.5 13.7 13.7 0.0 3.9

    40~44 (41) 26.8 19.5 26.8 12.2 2.4 4.9

    45~49 (47) 21.3 31.9 10.6 19.1 4.3 4.3

    50~54 (43) 25.6 30.2 11.6 2.3 4.7 9.3

    55~59 (30) 30.0 40.0 6.7 3.3 3.3 3.3

    , (197) 22.3 35.5 12.7 8.6 5.1 5.6

    , (32) 37.5 12.5 15.6 12.5 3.1 3.1

    (202) 44.6 8.9 14.9 11.4 5.4 5.0

    3000 - 3499 SGD (85) 43.5 17.6 18.8 4.7 2.4 1.2

    3500 - 3999 SGD (44) 29.5 18.2 11.4 9.1 15.9 4.5

    4000 - 4499 SGD (43) 23.3 27.9 11.6 7.0 9.3 11.6

    4500 - 4999 SGD (33) 30.3 24.2 24.2 12.1 3.0 3.0

    5000 - 5499 SGD (78) 37.2 16.7 10.3 14.1 3.8 11.5

    5500 SGD (148) 31.8 24.3 12.2 12.2 3.4 2.7

    *Source : WK / GH Korea Survey & Analysis(2010.10

  • 103

    .

    20

    47.3%

    , 1.9% .

    [ -80]

    ( n=431, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    [ -51]

    ( n=431, %)

    (217) 43.8 35.5 11.1 6.9 1.8

    (214) 50.9 29.9 8.4 8.9 1.9

    18~19 (46) 69.6 19.6 10.9 0.0 0.0

    20~24 (59) 57.6 16.9 18.6 3.4 3.4

    25~29 (52) 44.2 17.3 23.1 13.5 1.9

    30~34 (62) 37.1 38.7 9.7 8.1 3.2

    35~39 (51) 49.0 35.3 7.8 7.8 0.0

    40~44 (41) 46.3 36.6 2.4 12.2 2.4

    45~49 (47) 44.7 44.7 2.1 6.4 2.1

    50~54 (43) 39.5 39.5 4.7 14.0 2.3

    55~59 (30) 33.3 60.0 0.0 6.7 0.0

    , (197) 33.5 52.8 1.5 11.2 1.0

    , (32) 34.4 28.1 34.4 3.1 0.0

    (202) 62.9 13.9 13.9 5.4 3.0

    3000 - 3499 SGD (85) 58.8 28.2 4.7 7.1 1.2

    3500 - 3999 SGD (44) 38.6 34.1 9.1 9.1 9.1

    4000 - 4499 SGD (43) 41.9 46.5 2.3 7.0 2.3

    4500 - 4999 SGD (33) 42.4 30.3 12.1 12.1 3.0

    5000 - 5499 SGD (78) 53.8 25.6 12.8 6.4 0.0

    5500 SGD (148) 42.6 35.1 12.8 8.1 0.7

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 104

    .

    1

    41.6% , 19.8%

    .

    [ -81]

    (n=500, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    [ -52]

    (n=500, %)

    2

    1

    2

    (254) 0.0 1.6 8.3 20.9 39.4 15.4 14.6

    (246) 1.2 2.8 10.2 18.7 43.9 10.2 13.0

    18~19 (50) 2.0 0.0 14.0 26.0 42.0 8.0 8.0

    20~24 (62) 0.0 4.8 11.3 17.7 50.0 11.3 4.8

    25~29 (56) 0.0 3.6 8.9 16.1 51.8 12.5 7.1

    30~34 (65) 0.0 1.5 9.2 26.2 44.6 13.8 4.6

    35~39 (63) 1.6 1.6 11.1 20.6 31.7 14.3 19.0

    40~44 (51) 0.0 0.0 11.8 17.6 45.1 5.9 19.6

    45~49 (56) 0.0 1.8 3.6 17.9 44.6 16.1 16.1

    50~54 (52) 0.0 1.9 9.6 23.1 36.5 11.5 17.3

    55~59 (45) 2.2 4.4 2.2 11.1 24.4 22.2 33.3

    , (234) 0.9 2.1 8.5 17.5 40.6 14.5 15.8

    , (41) 0.0 2.4 7.3 26.8 34.1 7.3 22.0

    (225) 0.4 2.2 10.2 20.9 44.0 12.0 10.2

    3000 - 3499 SGD (110) 0.0 2.7 11.8 18.2 33.6 10.9 22.7

    3500 - 3999 SGD (47) 2.1 2.1 14.9 17.0 44.7 12.8 6.4

    4000 - 4499 SGD (51) 0.0 5.9 5.9 13.7 43.1 15.7 15.7

    4500 - 4999 SGD (37) 0.0 0.0 5.4 5.4 54.1 24.3 10.8

    5000 - 5499 SGD (89) 0.0 0.0 9.0 20.2 48.3 10.1 12.4

    5500 SGD (166) 1.2 2.4 7.8 26.5 39.2 12.0 10.8

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 105

    .

    (25.8%),

    (23.0%), (18.2%) .

    [ -82]

    (n=500, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    [ -53]

    (n=500, %)

    ,

    (254) 21.3 21.7 21.7 8.7 8.7 5.9

    (246) 30.5 24.4 14.6 8.5 6.1 6.9

    18~19 (50) 38.0 16.0 22.0 10.0 2.0 8.0

    20~24 (62) 29.0 19.4 27.4 4.8 4.8 11.3

    25~29 (56) 35.7 10.7 12.5 10.7 5.4 8.9

    30~34 (65) 26.2 18.5 16.9 4.6 12.3 6.2

    35~39 (63) 19.0 25.4 20.6 11.1 7.9 9.5

    40~44 (51) 23.5 29.4 13.7 3.9 7.8 7.8

    45~49 (56) 14.3 30.4 19.6 12.5 8.9 1.8

    50~54 (52) 32.7 26.9 15.4 5.8 5.8 0.0

    55~59 (45) 13.3 33.3 13.3 15.6 11.1 2.2

    , (234) 15.8 32.1 17.1 7.7 7.7 6.0

    , (41) 26.8 19.5 14.6 14.6 4.9 7.3

    (225) 36.0 14.2 20.0 8.4 7.6 6.7

    3000 - 3499 SGD (110) 28.2 24.5 23.6 7.3 4.5 4.5

    3500 - 3999 SGD (47) 21.3 23.4 21.3 2.1 8.5 12.8

    4000 - 4499 SGD (51) 17.6 33.3 17.6 5.9 7.8 7.8

    4500 - 4999 SGD (37) 24.3 21.6 24.3 13.5 2.7 8.1

    5000 - 5499 SGD (89) 23.6 13.5 19.1 11.2 13.5 5.6

    5500 SGD (166) 29.5 24.1 12.0 9.6 6.6 5.4

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 106

    1 (1 1 )

    1 SG$10~20 .

    SG$10 64%

    .

    [ -83] (1 1 )

    ( n=431, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    [ -54] (1 1 )

    ( n=431, %)

    SGD 5

    SGD 5 ~

    9.9

    SGD 10 ~

    19.9

    SGD 20 ~

    29.9

    SGD 30 ~

    39.9

    SGD 40 ~

    49.9

    SGD 50

    (217) 2.3 21.7 40.6 25.8 6.5 1.8 1.4

    (214) 1.4 24.3 42.5 21.0 7.5 2.3 0.9

    18~19 (46) 6.5 32.6 52.2 6.5 2.2 0.0 0.0

    20~24 (59) 3.4 18.6 45.8 28.8 3.4 0.0 0.0

    25~29 (52) 0.0 21.2 42.3 28.8 3.8 3.8 0.0

    30~34 (62) 0.0 22.6 35.5 29.0 8.1 4.8 0.0

    35~39 (51) 0.0 19.6 35.3 19.6 19.6 2.0 3.9

    40~44 (41) 2.4 12.2 46.3 26.8 9.8 2.4 0.0

    45~49 (47) 0.0 27.7 40.4 21.3 6.4 2.1 2.1

    50~54 (43) 0.0 16.3 48.8 27.9 4.7 2.3 0.0

    55~59 (30) 6.7 43.3 23.3 16.7 3.3 0.0 6.7

    , (197) 1.5 18.3 39.6 25.9 10.7 1.5 2.5

    , (32) 0.0 21.9 34.4 28.1 6.3 9.4 0.0

    (202) 2.5 27.7 44.6 20.3 3.5 1.5 0.0

    3000 - 3499 SGD (85) 3.5 29.4 43.5 16.5 3.5 1.2 2.4

    3500 - 3999 SGD (44) 6.8 27.3 45.5 13.6 2.3 4.5 0.0

    4000 - 4499 SGD (43) 4.7 23.3 39.5 18.6 9.3 2.3 2.3

    4500 - 4999 SGD (33) 0.0 30.3 51.5 12.1 6.1 0.0 0.0

    5000 - 5499 SGD (78) 0.0 23.1 35.9 32.1 7.7 1.3 0.0

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 107

    .

    .

    .

    2005

    .

    .

    2005 20

    2010 51 .

    130 .

    .

    [ -84]

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    [ -85]

    (, n=41, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 108

    95.6%

    , 4.4% .

    ,

    .

    [ -86]

    (n=500, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

    ?

    79% , 21% .

    ,

    , .

    20~24 19.4% .

    [ -87]

    (n=500, %)

    *Source : WK / GH Korea Survey & Analysis(2010.10)

  • 109

    .

    [ -55]

    (n=500, %)

    (254) 7.1 16.9 67.7 8.3

    (246) 6.5 11.4 66.3 15.9

    18~19 (50) 4.0 14.0 72.0 10.0

    20~24 (62) 1.6 11.3 67.7 19.4

    25~29 (56) 7.1 16.1 62.5 14.3

    30~34 (65) 7.7 3.1 76.9 12.3

    35~39 (63) 11.1 15.9 60.3 12.7

    40~44 (51