• Journal of the Korean Society of Food Culture
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• v.34 no.2
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• pp.184-200
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• 2019

This study aims to establish a strategy for selling kimchi to satisfy the needs and wants of European consumers through survey, FGI, and IDI. All survey participants were Europeans and were selected on the basis of their kimchi awareness. For the quantitative survey, 246 participants 15 years or older were selected; for FGI, 33 participants aged between 20 and 49 were selected; and for IDI, eight chefs were selected. The survey included four steps of 'Awareness-First try-Needs-Future consumption'. The participants got to know kimchi through the Internet; for example, by visiting Korea and Hallyu, and suggested positive comments, including 'fancy' and 'exotic.' While satisfaction with kimchi sharply decreased due to taste and appearance in the first try of kimchi, it is important to provide the best first-try experience. It also showed that important needs for kimchi are 'hot sensation', 'crunchiness' and 'presentation'. They gave a negative answer to combination with traditional cuisines of their own country, but provided positive comments for benchmarking the use of traditional pickled foods. This study suggests that it may be necessary to implement a two-track strategy by the traditional kimchi as a 'strategic product' and localized kimchi as a 'key product'.

• Proceedings of the Korea Contents Association Conference
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• 2013.05a
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• pp.197-198
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• 2013

김치에 대한 올바른 이해와 김치 소비를 촉진하기 위해 관련 기관에서 체험 활동을 운영하고 있지만 주로 단순 김치 담그기 체험에 국한 되어 있어 대상별 특성을 고려한 체험 프로그램 개발이 필요하다. 미래 김치 소비의 주체인 아동들이 김치에 대한 긍정적 이미지와 친숙함을 갖게 하기 위해 김치와 과학 실험 활동을 융합한 체험 콘텐츠를 개발하였다.

• Korean journal of food and cookery science
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• v.30 no.6
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• pp.704-715
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• 2014

This study was performed to examine attitude, perception, and sensory evaluation of Jjigae HMR (Home Meal Replacement) for Americans in the L.A. area. Attitude and perception of Jjigae were conducted by 128 consumers. The questions were as follows: 1) frequencies and attitude toward soup and stew, 2) experience and frequency of Korean food intake, 3) awareness of Korean Jjigae. A total of 69.5% of American had previous experience with Korean foods. However, the frequencies of Korean food intake were once every few months (27.4%) or once a year (18.9%). The 20.2% of consumers selected Kimchi-jjigae as the best-known Korean Jjigae, and 17.1% of consumers had previous experience with Kimchi-jjigae. However, the 23.7% of consumers did not have experienced with Jjigae. Sensory evaluation was conducted using Sundubu-jjigae and Kimchi jjigae. Overall liking and flavor liking were conducted by Americans using a nine-point scale (1: Dislike extremely - 9: Like extremely). The degree of intensity for sensory attribute was also rated using a nine-point Just-About-Right(JAR) scale (1: not nearly spicy/sour enough, 5: Just-About-Right, 9: too spicy/sour). Purchasing intention was rated using a five-point scale (1: Definitely would not purchase, 5: Definitely would purchase). Overall liking and flavor liking of two jjigae (Sundubu-jjigae & Kimchi-jjigae) had a value higher than five on the nine-point scale. The level of spiciness of Sundubu-jjigae was suitable for consumers whereas spiciness of Kimchi-jjigae was significantly different from the JAR value of five points on the nine-point JAR scale, showing that Kimchi-jjigae was significantly spicier than JAR point. Purchasing intention had a value higher than three on the five-point scale.

• The Korean Journal of Food And Nutrition
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• v.26 no.3
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• pp.438-446
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• 2013

This paper investigated the purchase behavior of Kimchi products by surveying housewives in Jeonbuk area who have purchased Kimchi products. The studied consumers purchased Kimchi products for the convenience and time-saving aspects. Factors taken into account when purchasing Kimchi were hygiene, taste and ingredients. The main places of purchase for Kimchi products were large discount markets. The purchase information paths were product displays at stores and recommendations from acquaintances. The most purchased type of Kimchi products was cabbage Kimchi. An one-time purchase amount was 10,000~30,000 won. The most purchased size was to be 500 g~1 kg. Desired improvements for Kimchi products were a display of the ingredients origin, exclusion of monosodium glutamate, freshness, and hygiene. Based on the results, this research aids in analyzing the marketing mix (4P: product, price, place, promotion) of Kimchi products for Kimchi manufacturers.

• Journal of the Korean Society of Food Culture
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• v.19 no.6
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• pp.701-709
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• 2004

The purpose of this study was to investigate Chinese university students' in Shanghai perception for Korean Kimchi. The results were as follows : A questionaire was examined on male 139(49.5%) and female 142(50.5%) college students of residing in Shanghai. Nationality of Kimchi answered Korea 75% of ail the participants, and have eaten Kimchi was 60.9%. Male purchsed commercial Kimchi 42.2% and female restaurant 46.3a(p< .01). The first answered 'it was taste' 51.6% when commercial Kimchi purchsed, and packing size of commercial Kimchi was 200g 56.9%. Among the intake experience have eaten Kimchi was the highest Baechu Kimchi 77.8%, Mu Kimchi 58.5% and Oi Kimchi 35.7%, also preference of Kimchi was Baechu Kimchi 49.7%, Mu Kimchi 26.9% and Oi Kimchi 13.8% in order. After have eaten Kimchi answered good 54.5%(p< .01), Kimchi liked reason were the highest 'refreshing taste' 39.7%, unliked were odor(of garlic, ginger and anchovy juice, etc) and too spicy in order Improvement on consumption extention of Kimchi answered 'not too hot' 30.4%, 'not too salty' 28.6% and 'not over-riped' 21.7%. Perception for Kimchi answered the highest mean 3.51'Kimchi can be preserved for a long time' (p< .05) and 'Kimchi is a good side dish with cooked rice'.

• Journal of the Korean Society of Food Culture
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• v.20 no.6
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• pp.754-760
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• 2005

The purpose of this study was to investigate Chinese university students' in Beijing perception for Korean Kimchi. The results were as follows: A questionnaire was examined on male 145 (45.7%) and female 172 (54.3%) college students of residing in Beijing. Nationality of Kimchi answered Korea 83.3% of all the participants, and have eaten Kimchi was 59.0%. Male purchased commercial Kimchi 39.7%, and female restaurant 44.9% (p< .05). The first answered 'it was taste' 52.1% when commercial Kimchi purchased, and packing size of commercial Kimchi was 50g 50.0%. Among the intake experience have eaten Kimchi was the highest Baechu Kimchi 79.1%, Mu Kimchi 68.4% and Oi Kimchi 63.6%, also preference of Kimchi was Baechu Kimchi 44.3%, Mu Kimchi 29.3% and Oi Kimchi 19.2% in order. After have eaten Kimchi answered good 64.6% (p< .05), Kimchi liked reason were the highest 'refreshing taste' 42.4%, unliked were 'oder (of garlic, ginger and anchovy juice, etc)' and 'too spicy' 33.3%, respectively. Improvement on consumption extention of Kimchi answered 'not too salty' 30.2%, 'not too hot' 28.5% and 'not too strong seasoning' 22.7%. Perception for Kimchi answered the highest mean (3.95) 'Kimchi is a good side dish with cooked rice'.

• Korean Journal of Human Ecology
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• v.9 no.2
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• pp.85-92
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• 2006

He purpose of this study was to provide basic data for improvement commercial kimchi quality. To examine the consciousness of commercial kimchi, college students residing in the Jeonnam area were selected and asked to questionnaires. Commercial kimchi samples used included a total of 7 kinds which were fermented for 2 week at $4^{\circ}C$. A sensory characteristics included 10 items with a 5-score scale: color, savory taste, carbonated taste, sour taste, hot taste, salty taste, bitter taste, off-flavor, texture, and overall preference. 76% of the whole student liked kimchi, especially well-fermented kimchi(43.2%) and kimchi with fermented fish(48.6%). Participants liked savory(21.6%), hot(17.1%), and crispy(14.4%) taste. Their most favorite kimchi was the whole cabbage kimchi(26.1%), wild lettuce kimchi(0.9%) and watery kimchi made of sliced radishes(1.8%) were low in preference. 56.8% of participants had no experience in making kimchi. They mainly bought commercial kimchi in grocery stores(37.8%) or shopping malls(29.7%). They pointed out the addition of artificial sweeter(35.1%), insanitation, and discredit of kimchi materials(21.6%) as problems of commercial kimchi. The sensory characteristics of commercial fresh kimchi was significantly different in color($2.6{\sim}4.1$), and hot($2.3{\sim}3.8$), and salty($2.6{\sim}3.5$) with p<0.001. The sensory characteristics of $4^{\circ}C$-fermented commercial kimchi for 2 week was significantly different in color($2.7{\sim}3.9$), and salty($2.1{\sim}4.0$) with p<0.001. It was found that color, and hot, and salty taste had the greatest effect on the overall preference in non-fermented kimchi, and color and salty taste, in 2 week fermented kimchi

• Culinary science and hospitality research
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• v.12 no.4 s.31
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• pp.187-198
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• 2006

The purpose of this study is to investigate the preference for purchase and ingestion of Korean traditional food Kimchi among the different age groups in order to find a way to increase Kimchi consumption. The result of a questionnaire is from 51 male respondents(14.6%) and 299 female ones(85%). This indicates that most of the female respondents buy Kimchi. Second, 61.7% of the respondents have experience purchasing ready-made Kimchi. Third, the most preferred purchase place of Kimchi is a big mart or a department store. Fourth, the important factors of purchasing come nutrition, price, brand, color or package in that order. Also, 60.9% of respondents show that they "should eat Kimchi". Fifth, the reason of eating Kimchi is taste in the age groups under 20s and 30s and above 50s. Lastly, the analysis on the importance of ingestion shows as follows: respondents in their 20s are 57 persons(16.3%), 30s 59(16.9%), 40s 162(46.3%), and 50s 72(20.6%), showing 40s the highest among them.

• Journal of the East Asian Society of Dietary Life
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• v.23 no.3
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• pp.273-281
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• 2013

The study is being conducted to investigate the perceptions and preferences of the Korean kimchi by the Chinese international students in Jeonbuk area. Self-administered questionnaires were collected from 197 male (48.9%) and 203 female (51.1%) students. Statistical data analysis is being completed using SPSS v. 12.0. Approximately 95% of Chinese female and 91% of male students know about kimchi before coming to Korea through the Korean movies and dramas. The perceptions for kimchi according to the residence period showed a significantly difference 'kimchi is a nutritious and health food' (p<0.05), 'kimchi has good taste but too hot to eat' (p<0.05), and 'Kimchi is difficult to eat because of the smell' (p<0.05). Approximately 52% of Chinese female and 44% of male students consumed kimchi once or twice a day. The most popular form of kimchi among the 13 varieties was baech kimchi. Chinese female students preferred the 'kkakdugi' (p<0.05), 'chonggak kimchi' (p<0.05), and 'young radish kimchi' (p<0.05) more than the male students. The most liked reason was the 'refreshing taste' (44.8%) whereas the most disliked reasons were 'unfamiliar with eating kimchi' (28.7%) and 'sour taste' (24.2%). Approximately 85% of Chinese female and 60% of male students would like to experience making kimchis by themselves. Extended kimchi consumptions for Chinese answered 'not too fish-like smell' (36.0%), 'not too overly-ripe' (34.5%), 'not too sour' (25.4%), and 'not too hot' (25.4%). Therefore, in order to improve the awareness for kimchi among Chinese students, we need to relate kimchi with the taste of Chinese traditional foods.

• Journal of the Korean Society of Food Culture
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• v.32 no.3
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• pp.204-214
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• 2017

This study aimed to investigate the perception and preferences related to Korean food of university students in Yanbian, China. Self-administered questionnaires were collected from 306 (124 males and 182 females) students. The preferences for Chinese food (44.7%) and a combination of Korean (32.0%) and Chosun food (12.4%) were similar, and Korean food was more preferred than traditional Chosun food. The main reason for preferences for Korean food was taste. The perception of Korean hot spices and kimchi smell was not good, whereas positive perceptions where held for foods made with jang, new Korean food experience and healthiness of Korean food. Awareness of Korean food was in the order of bibimbap, kimchi-bokkeum-bap, gimbap, baechi-kimchi and ttoe-bbokki. Preference order was bulgogi, so-galbi, jang-jorim, dak-galbi and dewaeji-galbil. Meat foods and Korean traditional foods were relatively high, whereas kimchi, ttoe-bbokki and bibimbap were relatively low in terms of preference. More female than male students preferred Korean food, and the perception of new food experience and healthiness of Korean food were positive. Moreover, both awareness and preference related to Korean food were significantly higher in female than male students. These results can be used as a foundation to prepare a localization strategy of Korean food to China.