Browse > Article
http://dx.doi.org/10.7318/KJFC/2017.32.3.266

Consumer Acceptance of Korean Jang Products Among Halal Food Consumers Using FGI Approach  

Song, Ryuri (Department of Nutritional Science and Food Management, Ewha Woman's University)
Chung, Seo-jin (Department of Nutritional Science and Food Management, Ewha Woman's University)
Cho, Sun-a (CJ Cheil-jedang)
Publication Information
Journal of the Korean Society of Food Culture / v.32, no.3, 2017 , pp. 266-274 More about this Journal
Abstract
This study aimed to investigate potential acceptability of Korean jang products among Halal food consumer's to predict its market possibility in a Halal food market. Focus Group Interview (FGI) was implemented to 11 Halal food consumers residing in Korea for more than 4 month. During the test, 3 types of fermented paste, doenjang, ssamjang and gochujang were evaluated by applying these to Korean foods. In depth interview was conducted on the liking of the jang applied samples, general experiences of Korean food and fermented food in their home countries. The results showed that consumers were positive to Korean jang applied samples in general. The mean liking ratings of doenjang, ssamjang and gochujang were 7.1, 7 and 7.6 on 9-point hedonic scale, respectively. Consumers focused on the sweet and spicy flavor quality of the samples. Consumers commonly responded that the doenjang tasted too salty and needed to increase sweet and spicy flavor, and ssamjang needed to increase spicy flavor as well. Sweetening was necessary for gochujang. The reasons of liking Korean jang were because the flavors were unique yet familiar. The balanced flavor of salty, sweet and spicy flavor were additional reasons of liking. However, the fermented smell of jang products were reasons of disliking the products.
Keywords
Halal food consumer; Korean food; gochujang; doenjang; ssamjang;
Citations & Related Records
Times Cited By KSCI : 6  (Citation Analysis)
연도 인용수 순위
1 Lee SK, Kim AY, Hong SP, Lee SJ, Lee MA. 2015. Development of sauces made from gochujang using the quality function deployment method: Focused on U.S. and Chinese markets. J. Korean Soc. Food Sci. Nutr. 44(9):1388-1398   DOI
2 Grim BJ, Karim MS. 2011. The future of the global Muslim population: projections for 2010-2030. Washington DC: Pew Research Center
3 Jang G. 2016. The status of Korean halal meat supply chain and tasks for improvement. Journal of Middle Eastern affairs, 15(4):167-199
4 Khoe K, Rowe S, Lim H. 2007. A study on international marketing strategies for Korean traditional food. J. International Commerce Information, 9(2):375-397
5 Kim E. 2015. Domestic and international markets associated with halal food. Food Sci. Ind., 48(2):12-24
6 Kim J-D. 2016. The current state of research on the halal industry in Korea, Journal of Middle Eastern affairs 15(4):201-225
7 Kim HM, Lee CH, Hwang Y, Kim Y. 2016. Study on perception and taste evaluation of Korean food of Muslims living in Jeonju-si, Jeollabuk-do. Abstract of 2016 Korean J Community Living Sci. & Rural Development Administration Symposium. Wanju, Korea, 95-95
8 Kong Y. 2012. An exploratory study of the value of halal Industries in the international market and the advancement of Korean enterprises to the halal market: focused on Malaysia. Master's (Doctoral) degree thesis, Busan University, Korea, 1-4
9 Kweon SY, Yoon SJ. 2006. Recognition and preference to Korean traditional food of Chinese at Seoul residence. Koran J Food Culture. 21(1):17-30
10 Shin, DH. 2008. Strategies for globalizing Korean traditional fermented foods. Food Preservation Processing Industry, 7(2):2-2
11 Shin, DH. 2010. Globalization trends and prospect of Korean traditional fermented foods. Food Science and Industry, 43(3):69-82
12 Yoon HR. 2005. A study on recognition and preference of Korean foods for foreigners in different nationality. Korean J. Food Culture, 20(3):367-373
13 Yusof SM, Shutto N. 2014. The development of halal food market in Japan: An exploratory study. Procedia-Social and Behavioral Sciences, 121:253-261   DOI
14 McGee H. 2004. On food and cooking: The science and lore of the kitchen. Scribner, New York, NY
15 Chung L, Chung SJ. 2008. Understanding the factors affecting the acceptance for fermented soybean products. Food Sci. Biotechnol. 17(1):144-150
16 Essoo N, Dibb S. 2004. Religious influences on shopping behaviour: An exploratory study. J. Marketing Manage., 20(7-8):683-712   DOI
17 Hwang YJ, Lee KI, Kim SW, Choi JW. 2015. A study on the domestic market for halal food. Korea Rural Economic Inst., 2015, 10, 1-121
18 Lee EJ, Mun KC. 2012. Globalization of Korean cuisine through Korean sauces -Focusing on the success of world-wide sauces. Korean J. Culinary Research, 18(3):108-120
19 Lever J, Miele M. 2012. The growth of halal meat markets in Europe: An exploration of the supply side theory of religion. J. Rural Studies, 28(4):528-537   DOI
20 Lim HS. 2016. A study on the attitude of Muslim for halal in Korea. Master's degree thesis, Konkuk University, Korea, 1-73
21 Park KH. 2015. Government strategies on dealing with halal agricultural products in Korea and Japan. Korea Rural Economic Inst., 2015, 1-28
22 Park SJ, Kim DJ, Shin WS. 2012. Adaptability and Preference to Korean Food with Foreigners Who Reside in Seoul, Korea. Korean J Community Nutr., 17(6):782-794   DOI
23 Park SJ, Cho WI, Park JT, Jeon BS. 2016. Comparing the sensory acceptances between Muslims and Koreans to develop red ginseng tablets for halal market. Abstract of Korean Society of Food Science and Nutr., 2016, 338-339
24 Park SJ, Cho WI, Park JT, Jeon BS. 2016. Comparing the sensory acceptances between Muslims and Koreans to develop red ginseng flavored coffee for halal market. Abstract of Korean Society of Food Science and Nutrition, 2016, 336-336
25 Rarick C, Falk G, Barczyk C, Feldman L. 2012. Marketing to Muslims: The growing importance of halal products. J. Int. Academy for Case Studies, 18(1):81
26 Reuters T, Standard, D. 2015. State of the global Islamic economy report 2015/16
27 Regenstein JM, Chaudry MM, Regenstein CE. 2003. The kosher and halal food laws. Comprehen. Rev. Food Science Food Safety, 2(3):111-127   DOI
28 Seo HI, Kim MN, Jang HS. 2016. Strategies to approach Islamic market for Korean HMR product by Malaysian consumer survey. Abstract of 2016 Korean Society for Food Engineering Symposium, Seoul, Korea, 158-158