• Journal of the East Asian Society of Dietary Life
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• v.25 no.2
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• pp.203-212
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• 2015

This study developed eel teriyaki sauce and suggests conditions for its commercialization. Consumer preference tests were carried out with Korean (n=50) and Japanese (n=50) consumers. Grilled eel samples were made by teriyaki sauce with addition of Bokbunja juice, powder, concentrates. The preference tests were itemized for color, flavor, taste, salty taste, softness and overall-preference of grilled eel. Korean and Japanese consumers preferred flavor and taste, and the degree of overall preference was rated higher at 60% for Bokbunja juice, 20% for Bokbunja powder, and 40% for Bokbunja concentrate. Japanese consumers also preferred its color as well. The items of softness and overall-preference had good ratings.

• Journal of Global Scholars of Marketing Science
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• v.20 no.2
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• pp.135-148
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• 2010

Arab boycotts of Danish products, Australian boycotts of French products and Chinese consumer aversion toward Japanese products are all examples of how adverse actions at the country level might impact consumers' behavior. The animosity literature has examined how consumers react to the adverse actions of other countries, and how such animosity impacts consumers' attitudes and preferences for products from the transgressing country. For example, Chinese consumers are less likely to buy Japanese products because of Japanese atrocities during World War II and the unjust economic dealings of the Japanese (Klein, Ettenson and Morris 1998). The marketing literature, however, has not examined how consumers react to adverse actions committed by their own country against other countries, and whether such actions affect their attitudes towards purchasing products that originated from the adversely affected country. The social psychology literature argues that consumers will experience a feeling called collective guilt, in response to such adverse actions. Collective guilt stems from the distress experienced by group members when they accept that their group is responsible for actions that have harmed another group (Branscombe, Slugoski, and Kappenn 2004). Examples include Americans feeling guilty about the atrocities committed by the U.S. military at Abu Ghraib prison (Iyer, Schamder and Lickel 2007), and the Dutch about their occupation of Indonesia in the past (Doosje et al. 1998). The primary aim of this study is to examine consumers' perceptions of adverse actions by members of one's own country against another country and whether such perceptions affected their attitudes towards products originating from the country transgressed against. More specifically, one objective of this study is to examine the perceptual antecedents of collective guilt, an emotional reaction to adverse actions performed by members of one's country against another country. Another objective is to examine the impact of collective guilt on consumers' perceptions of, and preference for, products originating from the country transgressed against by the consumers' own country. If collective guilt emerges as a significant predictor, companies originating from countries that have been transgressed against might be able to capitalize on such unfortunate events. This research utilizes the animosity model introduced by Klein, Ettenson and Morris (1998) and later expanded on by Klein (2002). Klein finds that U.S. consumers harbor animosity toward the Japanese. This animosity is experienced in response to events that occurred during World War II (i.e., the bombing of Pearl Harbor) and more recently the perceived economic threat from Japan. Thus this study argues that the events of Word War II (i.e., bombing of Hiroshima and Nagasaki) might lead U.S. consumers to experience collective guilt. A series of three hypotheses were introduced. The first hypothesis deals with the antecedents of collective guilt. Previous research argues that collective guilt is experienced when consumers perceive that the harm following a transgression is illegitimate and that the country from which the transgressors originate should be responsible for the adverse actions. (Wohl, Branscombe, and Klar 2006). Therefore the following hypothesis was offered: H1a. Higher levels of perceived illegitimacy for the harm committed will result in higher levels of collective guilt. H1b. Higher levels of responsibility will be positively associated with higher levels of collective guilt. The second and third hypotheses deal with the impact of collective guilt on the preferences for Japanese products. Klein (2002) found that higher levels of animosity toward Japan resulted in a lower preference for a Japanese product relative to a South Korean product but not a lower preference for a Japanese product relative to a U.S. product. These results therefore indicate that the experience of collective guilt will lead to a higher preference for a Japanese product if consumers are contemplating a choice that inv olves a decision to buy Japanese versus South Korean product but not if the choice involves a decision to buy a Japanese versus a U.S. product. H2. Collective guilt will be positively related to the preference for a Japanese product over a South Korean product, but will not be related to the preference for a Japanese product over a U.S. product. H3. Collective guilt will be positively related to the preference for a Japanese product over a South Korean product, holding constant product judgments and animosity. An experiment was conducted to test the hypotheses. The illegitimacy of the harm and responsibility were manipulated by exposing respondents to a description of adverse events occurring during World War II. Data were collected using an online consumer panel in the United States. Subjects were randomly assigned to either the low levels of responsibility and illegitimacy condition (n=259) or the high levels of responsibility and illigitemacy (n=268) condition. Latent Variable Structural Equation Modeling (LVSEM) was used to test the hypothesized relationships. The first hypothesis is supported as both the illegitimacy of the harm and responsibility assigned to the Americans for the harm committed against the Japanese during WWII have a positive impact on collective guilt. The second hypothesis is also supported as collective guilt is positively related to preference for a Japanese product over a South Korean product but is not related to preference for a Japanese product over a U.S. product. Finally there is support for the third hypothesis, since collective guilt is positively related to the preference for a Japanese product over a South Korean product while controlling for the effect of product judgments about Japanese products and animosity. The results of these studies lead to several conclusions. First, the illegitimacy of harm and responsibility can be manipulated and that they are antecedents of collective guilt. Second, collective guilt has an impact on a consumers' decision when they face a choice set that includes a product from the country that was the target of the adverse action and a product from another foreign country. This impact however disappears from a consumers' decision when they face a choice set that includes a product from the country that was the target of the adverse action and a domestic product. This result suggests that collective guilt might be a viable factor for company originating from the country transgressed against if its competitors are foreign but not if they are local.

• Journal of the Korean Society of Food Culture
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• v.25 no.3
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• pp.296-302
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• 2010

A survey on the quality improvement and preference for green onion kimchi by Chinese and Japanese consumers was conducted by 30 Korean specialists in order to develop an improved green onion kimchi product. The long green onion shape, kimchi juice, seasonings, off-odor of fermented sea food, and stimulatory flavor of green onion were the main issues considered for the improvement of green onion product. Usage of the favorite ingredients of the Chinese and Japanese consumers was also suggested. The percentages of Chinese and Japanese who already knew green onion kimchi were 54.1% and 30.3%, respectively, whereas 46.8% of Chinese and 28.1% of Japanese have actually tried green onion kimchi in Korea. There was no significant difference in the preference for green onion kimchi between Chinese (3.25/5.0) and Japanese (3.17/5.0) consumers. For recommendations for improving the quality of green onion, Chinese consumers thought off-flavor, fibrous texture, and fermentation level were more significant while the Japanese considered red color, various taste, MSG content, and length of green onion. Seasoned tofu with green onion and rice were suggested as complementary foods to green onion kimchi by the Chinese and Japanese, respectively.

• Journal of Nutrition and Health
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• v.51 no.5
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• pp.480-487
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• 2018

Purpose: The study examined the Chinese and Japanese consumers' preference for Korean home meal replacement (HMR) product package designs using conjoint analysis. Methods: The questionnaire survey was completed by 270 consumers living in Beijing, China and Osaka, Japan, over the age of 20 years old, who had previously purchased or consumed a Korean HMR. Based on the attributes and levels within each attribute related to the Korean HMR product package design, 54 profiles were constructed. Of the 54 profiles, 11 combinations were selected using an orthogonal design, and the participants were asked to rank the 11 combinations in order of preference from top to bottom. Results: The relative importance of the Korean HMR product package design attributes were analyzed. Chinese consumers regarded illustration, ingestion form, concept, and brand name, in that order, to be most important. In the case of Japanese consumers, illustration, concept, ingestion form, and brand name, in that order, were most important. For the illustration attributes, in order of importance, Chinese consumers preferred raw materials, characters, and celebrities, and Japanese consumers preferred characters, raw materials, and celebrities. For the concept attributes, Chinese consumers favored, witty, traditional Korean, and modern concepts, whereas Japanese consumers favored witty, modern, and then traditional Korean concepts. For the ingestion form attributes, both Chinese and Japanese consumers preferred Ready To Eat (RTE), followed by Ready To Heat (RTH), and then Ready To Cook (RTC). For the brand name attributes, both Chinese and Japanese consumers preferred the localized brand name over the Korean brand name. Conclusion: Differences in the relative importance of Korean HMR product package design attributes were observed among Chinese and Japanese consumers, and there were differences in preference according to the levels within each attribute. These results are expected to provide useful basic data to assist in the future development of differentiated HMR package designs and marketing strategies to meet consumer needs in the market for Korean HMR in China and Japan.

• Asia Marketing Journal
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• v.16 no.3
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• pp.1-22
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• 2014

In this paper, we posit that time-related effects (i.e., the importance of saving time) on patronage preference for shopping online will be moderated by consumer characteristics. To explore these moderating effects, we empirically examine the moderating roles of consumer characteristics on the respective effects of shopping-time-saved and delivery on online purchase preference. On the basis of analyses performed on data gleaned from an Internet-based survey, this study demonstrate that time effects related to both shopping-time-saved and delivery on online purchase preference are more pronounced for consumers who are male, young, and more starved for time. In addition, the effect of delivery time on online patronage preference is amplified by disposable income, but attenuated by online shopping experience. Through our analyses, we also find that Japanese consumers value delivery time to a greater degree than Chinese and American consumers do.

• Asian-Australasian Journal of Animal Sciences
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• v.25 no.1
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• pp.143-150
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• 2012

Competition in global pork markets has increased as trade barriers have opened as a result of free trade agreements. Japanese prefer both loin and Boston butt, while Chinese prefer pork offal. Frozen pork has increased in terms of imports into China. Japanese consumers consider pork meat origin along with pork price when making purchase decisions. While the Chinese prefer a strong tasting pork product, South Korean consumers show very strong preferences to pork that is higher in fat. Therefore, South Korean consumers have a higher demand for pork belly and Boston butt. Consequently, the supply and demand of pork in Korea is hardly met, which means that importation of high fat parts is inevitable. In Korea there is lower preference toward low fat parts such as loin, picnic shoulder, and ham. During the economic depression in South Korea there have been observable changes in consumer preferences. There remains steep competition among the pork exporting countries in terms of gaining share in the international pork market. If specific consumer preferences would be considered carefully, there is the possibility to increase the amount of pork exported to these countries.

• Journal of the Korean Society of Food Culture
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• v.25 no.1
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• pp.9-16
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• 2010

To establish a globalization strategy for Korean food, it is important to ascertain foreign consumer's taste preferences and to evaluate their sensory perceptions of Korean food. In concert with previous studies, the most preferred food were Bulgogi and Galbi. However, respondents showed somewhat different preferences for other foods. Chinese and other Asian participants preferred Galbitang and Samgyetang, while Japanese participants preferred Pajeon, Galbitang and Japchae, and Western participants preferred Galbitang, Mandu and Bibimbap. The most preferred condiment was hot pepper paste (the representative condiment of Korea) and the least preferred one was ginger. Hot pepper paste was preferred most by Japanese participants, while Chinese participants tended not to prefer ginger and other Asian participants excepting those from China and Japan disliked vinegar most. Foreign consumers tended to consider Korean food as sweet, salty and very hot. Chinese participants considered Korean food to be 'plain' and 'light and washy' in taste, while Japanese participants considered Korean food to be 'greasy' and 'thick and sticky'. Chinese participants considered typical servings to be inadequate, while Japanese participants considered the servings as excessive.

• International Commerce and Information Review
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• v.15 no.1
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• pp.3-34
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• 2013

This research, which was experimented by dividing tangible and intangible products, established the influence that affects recovery for consumers' complaint behavior and behavioral intention as per each different compensation program. In Experiment 1, the consumers, who experienced complaint behavior owing to company's mistake, have preferably recovered through the compensation program offered by the company. However, there was a significant difference in preference recovery between products that caused complaint behavior. According to the study result, the more clear preference recovery was shown in the case of purchasing laptop than the case of dining in family restaurant. Additionally, the consumers' emotion recovery was possible through compensation.; There was a emotion recovery disparity depending on product type between purchasing laptop case and dining in family restaurant case. The consumers, who experienced complaints, were only able to recover their preference, emotion, and behavioral intention through compensation of which recovery was greater in tangible product case than ordinary service. Meanwhile, there was no distinct difference between recovery compensation types even though the products were identical-type ones whereas it appeared that such tangible product which showed greater purchasing effort as laptop computer was more effective in stimulating emotion response. In Experiment 2, the purpose was to find out the difference between complaint behavior and its recovery process shown after purchase by Korean and Japanese college students, who have different consumer purchasing habits. The both consumers of the two countries, who experienced complaint behavior, demonstrated precise difference in preference recovery while the emotion and behavioral intention exhibited no disparity between the two consumer groups. In this experiment, it was learned that Korean college students were show-off purchase type consumers while on the other hand, the Japanese college students were famous product purchase type consumers. Thus, there was a clear difference in laptop computer purchase process and post-purchase evaluation between these two groups. In particular, the Korean college students had quicker preference recovery through compensation than the Japanese college students on account of their tendency to be consciousness of others. Nevertheless, there was no difference between the emotion recovery and re-purchase recovery and therefore, the compensation program for complaints was proven to affect the emotion and behavioral intention.

• Journal of the Korean Society of Food Science and Nutrition
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• v.33 no.10
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• pp.1661-1667
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• 2004

The purpose of this study was to evaluate the Quality characteristics, and was conducted to develope consumer preference of the frozen ready prepared eels by cooking method between 100 Korean (male 48, female 52) and 105 Japanese (male 43, female 62) who visited Korea. The consumers' responses about frozen ready prepared eels were measured on 9 point likert scale. In the preference test of cooking method for ready prepared eel, the Japanese and Korean preferred gas grill products in conger eel. Charcoal grill for Anguilla japonica products was estimated the most preferred cooking method by Japanese. In comparison between Japanese and Korean, Korean preferred more gas grill products than charcoal grill in Anguillajaponica products. The results for this factor were very significantly different in relation to appearance and overall acceptance of sensory characteristics (p<0.0l). The steaming products was estimated to be more delicious by Japanese than Korean. The results for this steaming products were very significantly different in evaluation of appearance, taste and overall acceptability between Japanese and Korean (p<0.05 or p<0.0l). In the domestic consumer test, the overall acceptability of eel product with ginseng and pine mushroom were 6.84 and 5.56 respectively. In the Japanese consumer test, the overall acceptability of eel product with ginseng and pine mushroom were 5.62 and 6.49 respectively. Consequently, Korea consumer preferred gas grill method for both conger eel and Anguilla japonica products added by ginseng flavor in sauce. Japanese preferred gas grill method for conger eel, charcoal grill method for Anguilla jap on ica added by pine mushroom flavor in sauce. Therefore, it is needed to study for the development of conger eel's sauce and cooking method proper to preference of Korean and Japanese in foodservice operations.

• Journal of the East Asian Society of Dietary Life
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• v.19 no.1
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• pp.17-24
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• 2009

최근 유전자 변형 기술에 의해 제조된 식품에 대한 소비자들의 관심과 주의가 높아지고 유전자 변형 식품 생산과 판매는 국내는 물론 국제통상과 식품산업에 막대한 영향을 끼치고 있다. 본 연구는 이런 산업내의 변화에 맞추어 유전자 변형 기술에 의해 제조된 빵에 대한 일본 소비자들의 지각과 행동적 특성을 제시하는데 있다. 차별화된 유전자 변형에의 창출된 이익에 대한 일본 소비자들의 반응과 선택을 conjoint 분석을 사용하여 실증적으로 분석하였다. 본 연구의 목적은 유전자 변형 기술에 의해 창출되는 다양한 종류의 이익으로 차별화 된 GM 식품의 상품화의 실행 가능성을 평가하는데 있다. 연구 결과에 의하면 일본 소비자들은 유전자 변형에 의해 영양적 요소가 강화된 상품에 큰 관심을 보였고, 유전자 변형 식품이 주는 소비자 이익에 생산자 이익보다 높은 프리미엄을 지불할 의사가 있는 것으로 나타났다.