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Consumer acceptability and purchase intent of traditional Korean soup in the United States and Japan

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Abstract

Samgyetang and yukgaejang are relatively unknown to US and Japanese consumers. This study was conducted 1) to identify how flavor modification and previous consumption affect foreign consumer liking of these foods, and 2) to examine the effect of information on purchase intent. Traditional and modified types were prepared based on focus group interviews that included 13 US and 16 Japanese consumers residing in Korea. A consumer test was then conducted with 104 participants for samgyetang and 106 participants for yukgaejang in the US, and 100 participants for both foods in Japan. Liking scores for these new foods were mainly influenced by flavor modification, with a strong preference for the modified types over the traditional types. Liking of foods that were more familiar to consumers was influenced more by previous consumption experience. The purchase intent was increased after information about the foods was provided.

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Authors and Affiliations

  1. Ourhome Co., Ltd., Seongnam, Gyeonggi, 462-121, Korea

    Seong-Ho Jang & Mi-Young Kim

  2. Department of Foods and Nutrition, Kookmin University, Seoul, 136-702, Korea

    Jae-Hee Hong

Authors
  1. Seong-Ho Jang
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  2. Jae-Hee Hong
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  3. Mi-Young Kim
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Correspondence to Mi-Young Kim.

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Jang, SH., Hong, JH. & Kim, MY. Consumer acceptability and purchase intent of traditional Korean soup in the United States and Japan. Food Sci Biotechnol 23, 389–400 (2014). https://doi.org/10.1007/s10068-014-0054-z

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  • DOI: https://doi.org/10.1007/s10068-014-0054-z

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