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KMID : 0665420090240050451
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Korean Journal of Food Culture
2009 Volume.24 No. 5 p.451 ~ p.456
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A Comparison of the Perceptions of Asian Food by Native Swedish and Yugoslavian Immigrant University Students in , Sweden - with a focus on Thai, Chinese, Japanese and Korean Food -
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Lee Kyung-Ran
Lee Jong-Mee
Cho Mi-Sook
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Abstract
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When globalizing Korean food, it is important to conduct regional consumer research before entering the market so that an effective market strategy can be developed. This study was conducted to compare the perceptions regarding Thai, Chinese, Japanese and Korean food between Swedish and Yugoslavian university students in , Sweden, where regional market research is lacking. As immigration increases worldwide, comparison of consumer perceptions of immigrants and domestic individuals will provide meaningful insight for use in the development of marketing strategies for areas where immigrant populations are increasing rapidly. In this study, six attributes of Asian food, fresh vegetables, low fat, chicken and sea food, exotic ingredient, value for money and unknown food, were compared. The perception of fresh vegetables and low fat of Chinese food differed significantly among the two groups. Because both of these attributes are health related, these findings indicate that recipe modification may be necessary to adapt to the preferred taste of target customers in this prospective market.
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KEYWORD
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Korean food, Swedish university students, immigrants, perception, marketing
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