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A Study on Relationship among Attributes of Ramen Package Design, Ramen Image and Chinese Customer's Choice of Ramen  

Ryu, Jeong Yeol (Dept. of Hotel Cuisine, Korea Tourism College)
Ha, Heon-Su (Dept. of Food Service Management and Culinary, Gyeongju University)
Publication Information
Culinary science and hospitality research / v.22, no.4, 2016 , pp. 156-169 More about this Journal
Abstract
The purpose of this study is to verify relationships among attributes of ramen package design, ramen image, and chinese customer's choice of ramen. We chose, as a sample, ramen 'sour ramen', 'squid jjambbong', 'tasty ramen', 'noodle beef soup', and 'seasame ramen'. The findings and implications can be summarized as follows. first, while chinese customers chose 'sour ramen' as the most favorable ramen, followed by 'tasty ramen', 'squid jjangbbong', 'noodle beef soup', and 'seasame ramen', for ramen image they most highly evaluated 'sour ramen' followed by 'squid jjangbbong', 'tasty ramen', 'seasame ramen', and 'noodle beef soup'. Second, there is a significant difference in popularity and reliability of quality, but no significant difference in attractiveness and healthiness among most attributes of ramen package design. Third, compared to 'seasame ramen', the popularity and reliability of quality for 'sour ramen', reliability of quality for 'squid jjangbbong', reliabilty of quality, and healthiness for 'tasty ramen' had positive effect on choice, while attractiveness for 'noodle beef soup' had a negative effect on their choice.
Keywords
ramen package design; ramen image; choice of ramen;
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