Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Consumer Acceptance of Korean Jang Products Among Halal Food Consumers Using FGI Approach

장류 기반 한식에 대한 할랄 식품 소비자의 선호도 FGI 연구

  • Song, Ryuri (Department of Nutritional Science and Food Management, Ewha Woman's University) ;
  • Chung, Seo-jin (Department of Nutritional Science and Food Management, Ewha Woman's University) ;
  • Cho, Sun-a (CJ Cheil-jedang)
  • Received : 2017.06.07
  • Accepted : 2017.06.26
  • Published : 2017.06.30
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Abstract

This study aimed to investigate potential acceptability of Korean jang products among Halal food consumer's to predict its market possibility in a Halal food market. Focus Group Interview (FGI) was implemented to 11 Halal food consumers residing in Korea for more than 4 month. During the test, 3 types of fermented paste, doenjang, ssamjang and gochujang were evaluated by applying these to Korean foods. In depth interview was conducted on the liking of the jang applied samples, general experiences of Korean food and fermented food in their home countries. The results showed that consumers were positive to Korean jang applied samples in general. The mean liking ratings of doenjang, ssamjang and gochujang were 7.1, 7 and 7.6 on 9-point hedonic scale, respectively. Consumers focused on the sweet and spicy flavor quality of the samples. Consumers commonly responded that the doenjang tasted too salty and needed to increase sweet and spicy flavor, and ssamjang needed to increase spicy flavor as well. Sweetening was necessary for gochujang. The reasons of liking Korean jang were because the flavors were unique yet familiar. The balanced flavor of salty, sweet and spicy flavor were additional reasons of liking. However, the fermented smell of jang products were reasons of disliking the products.

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