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KMID : 0665220110240040808
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Korean Journal of Food and Nutrition
2011 Volume.24 No. 4 p.808 ~ p.816
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A Comparative Analysis of American, Chinese and Japanese Consumers' Usage Behavior of Marketing Communication towards Overseas Korean Restaurants
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Yang Il-Sun
Ahn Jee-Ahe
Baek Seung-Hee
Lee Hae-Young
Chung Yoo-Sun
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Abstract
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The aim of this study was to compare the American, Chinese, and Japanese consumers` usage behavior of marketing communication towards overseas Korean restaurants. The survey included both on and off-line method and self-administered questionnaires were written in three languages- English, Chinese and Japanese. The sample was collected from 5 hub cities for globalization of Korean food- LA, New York, Tokyo, Beijing, and Shanghai. The most important factor of searching for Korean restaurants-related information was ``the interaction`` and the least one was ``the diversity``. The most commonly informed Korean restaurants-related content through the on and off-line media was ``the general information, such as location, telephone number, and operation hour``. Korean restaurants-related content that the respondents` most interested in was ``the information of menu and price``. Results of this study can expectedly be used from a practical point of view by providing empirical data of foreign consumers for effective marketing communication strategies of overseas Korean restaurants.
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KEYWORD
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globalization of Korean food, marketing communication, USA, Japan, China
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FullTexts / Linksout information
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Listed journal information
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