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http://dx.doi.org/10.5762/KAIS.2017.18.11.252

Ethnocentrism and Taiwanese Consumer's Preference and Consumption Behaviors on Dried Persimmon  

You, So-Ye (Department of Business Administration, Chonbuk National University)
Park, Myung-Eun (Research Cooperation Foundation, Yeungnam University)
Park, Jaehong (Department of Food Economics and Service, Yeungnam University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.18, no.11, 2017 , pp. 252-262 More about this Journal
Abstract
In recent years, there has been a growing need for measuring consumer demand in overseas markets in order to increase the sales of Korean dried persimmons. The country of origin of products is associated with consumer ethnocentrism and has become one of the important factors for explaining consumer demand in overseas markets. The purpose of this study was to analyze the Taiwanese consumers' preferences and consumption behaviors concerning dried persimmon based on ethnocentrism. Results found no significant differences in the consumer awareness of imported dried persimmons according to the level of ethnocentrism. The perception and preference of Korean dried persimmons were statistically significant in terms of satisfaction, taste, color, safety, packaging, and hardness by level of ethnocentrism. The factors affecting Taiwanese consumer's preference of Korean dried persimmon were found to be the satisfaction of Korean dried persimmon. Age was the most influential factor in the purchase experience of Korean dried persimmon. This implies that it would be necessary to increase consumer awareness of Korean dried persimmons by targeting the segmented market and promoting marketing strategy in the Taiwan market for securing sales channels and generating profit.
Keywords
Consumption Behaviors; Consumer's Preference; Dried Persimmon; Ethnocentrism; Taiwan;
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