The Korean Journal of Food And Nutrition (한국식품영양학회지)

The Korean Society of Food and Nutrition (한국식품영양학회)
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A Study on Purchase Behavior of Kimchi on Sale - Focusing on Housewives in Jeonbuk Area Who had Purchase Experience -

시판 김치 구매 행동에 관한 연구 - 구매 경험이 있는 전북지역 주부를 대상으로 -

  • Kim, Hyun-Duck (Dept. of Food and Nutrition, Jeonju Kijeon College) ;
  • Song, Young-Ai (Food Industry Research Institute, Jeonju University)
  • 김현덕 (전주기전대학 식품영양과) ;
  • 송영애 (전주대학교 식품산업연구소)
  • Received : 2013.07.16
  • Accepted : 2013.08.27
  • Published : 2013.09.30
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Abstract

This paper investigated the purchase behavior of Kimchi products by surveying housewives in Jeonbuk area who have purchased Kimchi products. The studied consumers purchased Kimchi products for the convenience and time-saving aspects. Factors taken into account when purchasing Kimchi were hygiene, taste and ingredients. The main places of purchase for Kimchi products were large discount markets. The purchase information paths were product displays at stores and recommendations from acquaintances. The most purchased type of Kimchi products was cabbage Kimchi. An one-time purchase amount was 10,000~30,000 won. The most purchased size was to be 500 g~1 kg. Desired improvements for Kimchi products were a display of the ingredients origin, exclusion of monosodium glutamate, freshness, and hygiene. Based on the results, this research aids in analyzing the marketing mix (4P: product, price, place, promotion) of Kimchi products for Kimchi manufacturers.

Keywords

References

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