Perception and Purchasing Behavior for Kimchi among Chinese Individuals

중국인들의 김치에 대한 인식과 구매행동 조사

  • Park, Sung-Hee (Industrial Technology Research Group, World Institute of Kimchi) ;
  • Lee, Mi-Ai (Industrial Technology Research Group, World Institute of Kimchi) ;
  • Seo, Hye-Young (Hygienic Safety and Analysis Center, World Institute of Kimchi)
  • 박성희 (세계김치연구소 산업기술연구단) ;
  • 이미애 (세계김치연구소 산업기술연구단) ;
  • 서혜영 (세계김치연구소 위생안전성분석센터)
  • Received : 2019.04.15
  • Accepted : 2019.04.22
  • Published : 2019.04.30


This study examined the state of awareness, consumption, and purchasing behavior of Kimchi among Chinese adults in Beijing and Shanghai. Two-hundred Chinese individuals in Beijing and Shanghai were included as study subjects. The subjects selected "good Kimchi for Chinese taste" as excellent Kimchi; however, only 13% of the subjects selected "Kimchi from Korea is excellent." The first sites of Kimchi consumption in China included "home" (59.0%) and "restaurants" (40.0%) in Beijing and "restaurants" (57.0%) and "home" (32.0%) in Shanghai. Chinese people primarily purchase 400g pouches of Kimchi more than once a month, and the average price of Kimchi is RMB 12.59 in Beijing and RMB 18.32 in Shanghai. These results suggest that the interest in Kimchi varieties and the countries producing it differ among Chinese consumers depending on the region. Therefore, a sensory evaluation of Kimchi is essential to determine the preferred flavor of Kimchi among Chinese individuals and to promote the consumption of traditional Korean Kimchi.


Kimchi;Chinese;perception;purchasing behavior

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Knowledge and consumption of, experience with, and preference for Kimchi varieties in Beijing (multiple responses).

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Knowledge and consumption of, experience with, and preference for Kimchi varieties in Shanghai (multiple responses).

General characteristics of subjects

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Awareness regarding Kimchi (multiple responses)

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Perception of premium Kimchi (multiple responses)

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Experiences with Kimchi consumption

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Experience with purchasing Kimchi

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Intention to purchase Kimchi

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Association between income and frequency of purchasing Kimchi

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Association between income and purchasing capacity of Kimchi

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Grant : 대중국 수출용 우수김치 품질지준 연구

Supported by : 농림부


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