JOURNAL BROWSE
Search
Advanced SearchSearch Tips
An Analysis of Preferences for Korean-Style Fried Chicken and Purchase behaviors: A Comparison between Chinese and Korean Students at a University in Daejeon, Korea
facebook(new window)  Pirnt(new window) E-mail(new window) Excel Download
 Title & Authors
An Analysis of Preferences for Korean-Style Fried Chicken and Purchase behaviors: A Comparison between Chinese and Korean Students at a University in Daejeon, Korea
Choi, Jinkyung;
  PDF(new window)
 Abstract
The globalization of Korean food has long been an important agenda for both the Korean government and food-related firms, and there have been many trials and errors because of cultural differences in food consumption habits. This study explores Chinese consumers` purchase behaviors toward chicken menus, and for a better understanding of these behaviors, the study considers differences in consumer behavior in between Chinese and Korean consumers around Daejeon, South Korea. The sample included a total of 232 respondents who provided information on their purchase behaviors toward chicken menus. A total of 13 purchasing attributes were compared through a t-test, and according to the results, there were significant differences in 6 attributes: "like the taste" (p<0.001), "as a side dish for drinks" (p<0.001), "to feel good" (p<0.01), "like all chicken dishes" (p<0.05), "for health" (p<0.05), and "low prices" (p<0.05). The results for chicken consumption indicate significant differences in frequency (p<0.05), goals (p<0.01), and expected fair prices (p<0.05). These results suggest that, to make Korean chicken dishes a global Korean menu, future research should focus on consumers` motives for purchasing chicken menus, satisfaction, and characteristics. The generalizability of the results may be limited because the survey was conducted by considering only those students in the Daejeon area. Future research should include a wider range of consumers in both Korea and China for better strategic plans for food-related firms.
 Keywords
consumers;purchase behavior;chicken;chinese;korean;
 Language
Korean
 Cited by
 References
1.
An HA, Byun GI, Kim DJ(2010) A study on the effect of perceived risk in choosing a Korean restaurant on customer behavior: Based on chinese students studying in Korea. Korean J Culinary Res 16(3), 51-65

2.
Bae SE, Jang JA, Oh JE, Lee KW, Cho MS(2013) Chinese consumer preference of chicken burgers cooked by sous-vide with Korean-styled seasoning and available on the Chinese fast food market. Korean J of Food Sci Tech 45(1), 126-132 crossref(new window)

3.
Foodbank(2007) Foodservice business in China expects to reach twenty billion wan in 2010, http:// www.foodbank.co.kr/index.html.

4.
Han YO(2003) The study of Korean food service industry status of advancing into Chinese market, Korean J Culinary Res 9(1), 139-155

5.
Hong KW(1999) New Principle of Foodservice Busines; DaeWangSa

6.
Jung HY, Jeon ER(2011) Preference for Korean food and satisfaction of dormitory foodservice by Chinese students studying at Mokpo national university. J of Korean Soc Food Sci Nutr, 40(2), 283-289 crossref(new window)

7.
Kang JH, Jung YJ, Choi AH(2001) A study of market segmentation for menu evaluation of Chinese tourist. Culinary Res 7(2), 157-178

8.
Khan MA(1993) Menus and Menu Planning, in Kahn MA, Olsen MD & Var T, eds., Encylopedia of Hospitality and Tourism, NY: VNR.

9.
Khoe KI, Sul WS(2008) A study on the entering strategies of Korean traditional food in Chinese market. Korean J Food Marketing Res 25(2), 125-152

10.
Kim KH, Kim KM(2010) A study on Chinese consumers' Korean food consumption behavior based on food-related lifestyle. Korean J Food Marketing Res. 27(1), 41-62

11.
Korean Statistical Information Service (2013): Number of foodservice establishment by categories in 2011. Available from http://kosis.kr/ups/ups_01List01.jsp? grp_no=1012andpubcode=ZYandtype=F[cited 2013 June 28]

12.
Kwon NW, Oh ST(2011) A study of the effect of the importance of selection attributes for chicken specialty store on customer satisfaction and loyalty: focusing on undergraduate and graduate students in Daejeon city. Korean J Culinary Res 17(4), 169-184

13.
Lee DH, Khoe KI, Sul WS(2007) How knowledge and preference on Korean food influence the purchasing demand of Chinese residents in Korea. J Korean Food Marketing Res 24, 19-41

14.
Li X, Lai C, Harrill R, Kline S, Wang L(2011) When east meets west: An exploratory study on Chinese outbound tourists' travel expectations. Tourism Management 32, 741-749 crossref(new window)

15.
Liu F, Kim DJ(2010) The effects of selection attributes on customer satisfaction: the case of Koreanthemed restaurants on Shenyang, China, Korean J Culinary Res 16(1), 24-37

16.
Moon SS, Kang BN, Jeon JW(2010) A study on the effect of China consumers' restaurant selection attributes, customer satisfaction and customer loyalty: Focusing on Korea and China restaurants in China. Korean J Culinary Res 16(5), 79-91

17.
Moon SJ, Song JS(2012) Study on food quality of Korean restaurants, customer satisfaction, and revisit intentions in Chinese University or college students: Focused on different awareness of Korean food. Korean J Food Culture 27(3), 285-293 crossref(new window)

18.
Seo KH, Lee SB, Shin MJ(2003) Research on Korean food preference and the improvement of Korean restaurants for Japanese and Chinese students in Korea, Korean J Soc Food Cookery Sci 19(6), 715-722

19.
Seo KH, Shin MJ(2006). Importance amd satisfaction with the service of Korean restaurant for Japanese and Chinese students in Korea. J East Asian Soc Dietary Life 16(6), 753-762