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KMID : 0665420170320050412
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Korean Journal of Food Culture
2017 Volume.32 No. 5 p.412 ~ p.420
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A Comparative Analysis of the Perception of Vinegar-Based Sauce for Foreign Consumers - with a Focus on the United States and China -
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Jin Yang-Ho
Kwon Hyeok-Sung
Bae Se-Jeong
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Abstract
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This study present base data for development of vinegar-based source and marketing strategies for penetration of the global market for local source companies by comparing and analyzing the awareness and choice factors of vinegar-based sauces by foreign consumers. Preference (p<0.05), matching food (p<0.001), number of purchases (p<0.001), place of purchase (p<0.001), information source (p<0.001), importance of selective attributes (p<0.05), and most frequently purchased vinegar-based sauces (p<0.01) differed significantly according to nationality. There were also significant differences by nationality in purchase intention (p<0.05), packaging (p<0.001), and purchase considerations (p<0.001) of naturally fermented vinegar-based sauce. Developing of vinegar-based sauces and menus should be combined so that it suitable for the food culture of each country.
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KEYWORD
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Vinegar-based sauce , foreign consumers , perception , selective attributes
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