Consumers' Perception on Noble Family's Food

The purpose of this research was to investigate consumers' awareness and perception of the noble family food to popularize it. A total of 1,100 subjects lived in Seoul area participated in Web-based survey. Thirty eight percents of the participants were not even aware that there exists the noble family food and overall 63% of the participants merely have the idea of what the noble family food is. The impressions of the noble family food varied widely. Some of them were positive as the noble family food seems good for health and some were negative as it is not easy to cook. The results showed that many people are not interested in noble family food, however, there was a high behavioral intention to have it in their future meal plan. Participants responded that noble family food had not fully developed yet (mean=4.08), but it had potential to be world-wide excellent (mean=3.95). There was significantly high scored response that the noble family food should contain sanitary cooking process to popularize it (mean=4.16). Also participants addressed that it was necessary to use public relations through mass media (mean=4.02), and it required appropriate educational approach to the noble family food (mean=4.02). In addition, people perceived that traditional custom and the noble family foods were jointly connected by cultural events. On the other hand, there were low scored responses on developing of noble family food as a processed food to be generally accessible in daily life. In conclusion, the importance of public relations should be emphasized to popularize the noble family food. Also, increasing the number of places that sell noble family food would help to popularize it.

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