The Korean Journal of Community Living Science (한국지역사회생활과학회지)

The Korean Society of Community Living Science (한국지역사회생활과학회)
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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

한국식 후라이드 치킨 선호도와 구매행동에 관한 연구 - 대전지역 중국인 유학생과 한국인 대학생의 비교분석 -

  • Choi, Jinkyung (Dept. of Foodservice Management, Woosong University)
  • 최진경 (우송대학교 외식산업경영학과)
  • Received : 2013.12.18
  • Accepted : 2014.03.16
  • Published : 2014.03.31
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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.

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