Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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A Study on the Use of Salted Cabbage and the Purchasing Promotion in School Foodservice

학교급식에서의 절임배추 이용 실태 및 구매 촉진에 관한 연구

  • Cha, Sung-Mi (Department of Agrofood Resources, Rural Development Administration) ;
  • Han, Gwi-Jung (Department of Agrofood Resources, Rural Development Administration) ;
  • Lee, Sae-Rom (Department of Agrofood Resources, Rural Development Administration) ;
  • Park, Young-Hee (Department of Agrofood Resources, Rural Development Administration)
  • 차성미 (농촌진흥청 농식품자원부) ;
  • 한귀정 (농촌진흥청 농식품자원부) ;
  • 이새롬 (농촌진흥청 농식품자원부) ;
  • 박영희 (농촌진흥청 농식품자원부)
  • Received : 2010.03.25
  • Accepted : 2010.04.19
  • Published : 2010.04.30
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Abstract

In recent years consumers have become used to products geared toward a more convenient lifestyle, thus, the demand for salted-cabbage, for use in preparing Kimchi is increasing. This study aims to investigate purchasing factors, the satisfaction and demands of salted-cabbage, and to ascertain a marketing strategy for expanding the use of salted cabbage in food-service departments of schools. Self-administered questionnaires were collected from 131 buying agents who manage food materials for schools, and statistical data analysis was completed using the SPSS V.14.0 program. 46.9% of the participating respondents were from elementary schools, 27.7% from middle schools, and 25.4% were from high schools.. Most of the subjects (67.9%) recognized the salted cabbage retailed for foodservice, but 62.3% of these had not purchased them, due to both their lack of trust in the sanitation and raw material handling of the food product, and the high price. Respondents considered different factors when deciding whether or not to purchase: the origin (local or imported) of the cabbage, hygiene, and taste, as well as characteristics such as the cabbage weight, package weight, and package materials. The score of post-behavior intentions as well as overall satisfaction was rather high. Also, they perceived the need of strategic promotion for enlarging the market portion of salted-cabbage. These results will done the guidelines for diversifying the salted-cabbage market and for creating an added value of agricultural products in rural areas.

Keywords

References

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