Consumer behavior of diners at Korean restaurants in Danang city, Vietnam

In recent years, the trend of Korean cuisine has been more popular and quickly become the favorite flavor of Vietnamese youth. Restaurants serving Korean food are growing strongly in Danang market and are known by many classes of society. To better understand the taste and preferences of Danang people about Korean food, this study determined the behavior and assessment of diners who have used food and beverage services at Korean restaurants in Danang city. In addition, the study also identifies diners' desire to change the tastes of Korean dishes. The results show that Korean restaurants are attractive to young diners, from 18 - 25 years olds with income of $220 - $440, who appreciate Korean foods (especially grilled dishes) and most people intend to return to Korean restaurants in the next consumption. The study used a combination of qualitative and quantitative methods. Qualitative methods are used through analysis, evaluation and synthesis of previous studies to formulate survey contents, conduct surveys and propose solutions based on the collected results. Quantitative method applied SPSS 25.0 for descriptive statistics analysis. These findings will help Korean restaurant managers to identify target customers, improve the restaurant's dishes to increase sales and develop Korean dishes in Danang.