Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
권호 표지
DOI QR코드

DOI QR Code

Cross-cultural Investigation on Chinese and Korean Consumers' Reasons for Liking and Disliking for Bulgogi Using Check-all-that-apply Questionnaire

Check-all-that-apply를 이용한 한국 및 중국인의 불고기에 대한 선호 및 비선호 요인에 대한 교차문화 연구

  • Kang, Nam-E (Department of Food and Nutrition, Eulji University) ;
  • Jo, Su-Kyung (Department of Food Science and Engineering, Ewha Womans University) ;
  • Lee, Soh Min (Department of Food Science and Engineering, Ewha Womans University) ;
  • Kim, Kwang-Ok (Department of Food Science and Engineering, Ewha Womans University)
  • 강남이 (을지대학교 식품영양학과) ;
  • 조수경 (이화여자대학교 식품공학과) ;
  • 이소민 (이화여자대학교 식품공학과) ;
  • 김광옥 (이화여자대학교 식품공학과)
  • Received : 2014.09.22
  • Accepted : 2014.12.17
  • Published : 2014.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

Bulgogi (Korean-traditional barbequed beef) is one of the most globally well-known Korean foods. Though various attempts have been made to promote bulgogi, studies are limited understanding mostly to US consumers or foreigners who reside in Korea. China, the world's most populous country, has the biggest market potential in the world. The purpose of this study was to understand reasons of liking or disliking bulgogi products in Chinese consumers who reside in China in comparison to Korean consumers. The bulgogi used in this study differed in its main marinating ingredients. Check-all-thatapply (CATA) questionnaire was used to collect the reasons why one liked or disliked the given bulgogi product. CATA result showed that even for the same product, Korean and Chinese consumers liked or disliked it for different reasons. In particular, unlike Koreans, Chinese consumers reported sweet taste and garlic flavor as reasons for disliking the samples with high amounts of sugar and garlic, respectively. This seemed to be the result of differences in familiarity of consumers to certain tastes and flavors. The results imply the influence of culture in consumer preferences.

Keywords

References

  1. Adams J, Williams A, Lancaster B, Foley M. 2007. Advantages and uses of check-all-that-apply response compared to traditional scaling of attributes for salty snacks. 7th Pangborn Sensory Science Symposium. Minneapolis, MN, USA, O1.3
  2. Cha SM, Chung L, Chung SJ, Kim KO, Lee SR, Kim HR, Han GJ, Lee JY. 2012. Comparative analysis on preference for Korean traditional foods in foreigners and Koreans. J. Korean Soc. Food Cult., 27(3):294-303 https://doi.org/10.7318/KJFC/2012.27.3.294
  3. Chang MJ, Cho MS. 2000. Recognition and preference to Korean traditional food of foreign visitors in Korea. J. Korean Soc. Food Cult., 15(3):215-223
  4. Chang HJ, Choi BR, Yi NY, Park BS, Kim HS. 2010. Preferences and product development opinions of Koreans and non-Koreans regarding commercialization of Korean foods. Korean J. Food Cookery Sci., 26(4):458-468
  5. Cho SG. 2014. Sensory characteristics and cross-cultural consumer acceptability of Bulgogi. Master's degree thesis, Ewha Womans University, pp 1-3, 53-58
  6. Cho SG, Lee SM, Sohn KH, Kim KO. 2014. Sensory characteristics and cross-cultural acceptability of Chinese and Korean consumers for ready-to-heat (RTH) type Bulgogi (Korean-traditional barbecued beef). Food Sci. Biotechnol. (under revision)
  7. Choi JH, Gwak MJ, Chung SJ, Kim KO, O'Mahony M, Ishii R, Bae YW. 2014. Identifying the drivers of liking by investigating the reasons for (dis)liking using CATA in cross-cultural context: a case study on barbecue sauce. J. Sci. Food Agric. (in press: DOI: 10.1002/jsfa.6860)
  8. Chung L, Chung SJ, Kim JY, Kim KO, O'Mahony M, Vickers Z, Cha SM, Ishii R, Baures K, Kim HR. 2012. Comparing the liking for Korean style salad dressings and beverages between US and Korean consumers: Effects of sensory and non-sensory factors. Food Qual. Prefer., 26(1):105-118 https://doi.org/10.1016/j.foodqual.2012.03.011
  9. Hong SP, Lee MA, Kim EM, Chae IS. 2007. Sensory evaluation of Korean traditional foods for Americans. J. Korean Soc. Food Cult., 22(6):801-807
  10. Hong JH, Yoon EK, Chung SJ, Chung L, Cha SM, O'Mahony M, Vickers Z, Kim KO. 2011. Sensory characteristics and cross-cultural consumer acceptability of Bulgogi (Korean traditional barbecued beef). J. Food Sci., 76(5):S306-313 https://doi.org/10.1111/j.1750-3841.2011.02173.x
  11. Hong JH, Lee KW, Chung SJ, Chung LN, Kim HR, Kim KO. 2012. Sensory characteristics and cross-cultural consumer acceptability of Gochjang dressing. Food Science and Biotechnol., 21(3):829-837 https://doi.org/10.1007/s10068-012-0107-0
  12. Hong JH, Park HS, Chung SJ, Chung L, Cha SM, Le S, Kim KO. 2014. Effect of familiarity on a cross-cultural acceptance of a sweet ethnic food: A case study with Korean traditional cookie (Yackwa). J. Sens. Stud., 29(2):110-125 https://doi.org/10.1111/joss.12087
  13. Kim SA, Lee MA, Kim EM, Lee SJ. 2004. The gap analysis of recognition and preference for Korean traditional foods and restaurants between foreign visitors and foreign residents. Korean J. Soc. Food Cookery, 20(6):619-629
  14. Kim JY, Prescott J, Kim KO. 2014. Patterns of sweet liking in sucrose solutions and beverages. Food Qual. Prefer., 36:96-103 https://doi.org/10.1016/j.foodqual.2014.03.009
  15. Kweon SY, Yoon SJ. 2006. Recognition and preference to Korean traditional food of Chinese at Seoul residence. J. Korean Soc. Food Cult., 21(1):17-30
  16. Lancaster B, Foley M. 2007. Determining statistical significance for choose-all that-apply question responses. 7th Pangborn Sensory Science Symposium. Minneapolis, MN, USA, P5.39
  17. Lee DH, Khoe KL, Sul WS. 2007. How knowledge and preference on Korean food influence the purchasing demand of Chinese residents in Korea. J. Korean Food Marketing, 24(3):19-41
  18. Lee KJ, Cho MS, Lee JM. 2007. Content analysis of the New York Times on Korean food from 1850 to 2005. J. Korean Soc. Food Cult., 22(2):289-298
  19. Lee YJ, Lee SB. 2008. Influences of globalization strategy factors of Korean food on country image and attitudes toward Korea of Chinese and Japanese consumers. Korean J. Hospitality Administration, 17(3):117-135
  20. Lee JY, Kim KJ, Park JH, Kim HR. 2010. Preference and perception of Korean foods of foreign consumers by nationality. J. Korean Soc. Food Cult., 25(1):9-16
  21. Lee MA, Park SH. 2010. Analysis of American consumer interest in Bulgogi: Application of importance-performance analysis in the U.S. market. J. Food Sci. Nutr., 15(4):348-355 https://doi.org/10.3746/jfn.2010.15.4.348
  22. Park HJ, Kim HA, Lee KH. 2008. A cross-cultural study of awareness and the preference on sweet taste among the Northeast Asians. J. East Asian Soc. Dietary Life, 18(6):893-898
  23. Park S, Kim DJ, Shin WS. 2012. Adaptability and preference to Korean food with foreigners who reside in Seoul, Korea. Korean J. Community Nutr., 17(6):782-794 https://doi.org/10.5720/kjcn.2012.17.6.782
  24. Park SH, Ham S, Lee MA. 2012. How to improve the promotion of Korean beef barbecue, bulgogi, for international customers. An application of quality function deployment. Appetite, 59(2):324-332 https://doi.org/10.1016/j.appet.2012.05.008
  25. Pliner P, Hobden K. 1992. Development of a scale to measure the trait of food neophobia in humans. Appetite, 19(2):105-120 https://doi.org/10.1016/0195-6663(92)90014-W
  26. Prescott J, Young O, Zhang S, Cummings T. 2004. Effects of added "flavour principles" on liking and familiarity of a sheepmeat product: a comparison of Singaporean and New Zealand consumers. Food Qual. Prefer., 15(2):187-194 https://doi.org/10.1016/S0950-3293(03)00057-0
  27. Yeomans MR, Tepper BJ, Rietschel J, Prescott J. 2007. Human hedonic responses to sweetness: Role of genetics and anatomy. Physiol. Behav., 91(2-3): 264-273 https://doi.org/10.1016/j.physbeh.2007.03.011
  28. Yeomans MR, Prescott J, Gould NJ. 2009. Acquired hedonic and sensory characteristics of odours: Influence of sweet liker and propylthiouracil taster status. Q. J. Exp. Psychol., 62(8):1648-1664 https://doi.org/10.1080/17470210802557793

Cited by

  1. A Study on Liking/Disliking Attributes of Commercial Yugwa (Korean oil pastry product) Containing Baeknyeoncho (Opuntia ficus-indica var. saboten) vol.31, pp.5, 2015, https://doi.org/10.9724/kfcs.2015.31.5.623
  2. Analysis of Factors Affect Sensory Acceptance of Dak-jjim in School Aged Children vol.30, pp.5, 2015, https://doi.org/10.7318/KJFC/2015.30.5.674
  3. Sensory Characteristics and Cross-cultural Acceptability of Sweet Crispy Chicken (Dakgangjeong) Prepared Using Sauces with Different Ethnic Korean Style Flavors among Korean and Chinese Consumers vol.47, pp.5, 2015, https://doi.org/10.9721/KJFST.2015.47.5.623
  4. Comparison of consumer perception and liking of bulgogi marinade sauces between Korea and Japan using flash profiling vol.26, pp.2, 2017, https://doi.org/10.1007/s10068-017-0058-6