초록 열기/닫기 버튼
This study aims to establish a strategy for selling kimchi to satisfy the needs and wants of European consumers through survey, FGI, and IDI. Ed note: the first sentence is unclear in intent – ‘disseminating kimchi meeting the needs and wants of’ is highly awkward. All survey participants were Europeans and were selected on the basis of their kimchi awareness. For the quantitative survey, 246 participants 15 years or older were selected; for FGI, 33 participants aged between 20 and 49 were selected; and for IDI, eight chefs were selected. Ed note: phrase, ‘246 male and female participants’ is not important since you’re not saying how many for each; same meaning can be delivered by just ‘246 participants’. The survey included four steps of ‘Awareness-First try-Needs-Future consumption’. The participants got to know kimchi through the Internet; for example, by visiting Korea and Hallyu, and suggested positive comments, including ‘fancy’ and ‘exotic.’ While satisfaction with kimchi sharply decreased due to taste and appearance in the first try of kimchi, it is important to provide the best first-try experience. It also showed that important needs for kimchi are ‘hot sensation’ , ‘crunchiness’ and ‘presentation’. Ed note: punctuation before “”, not ‘’ They gave a negative answer to combination with traditional cuisines of their own country, but provided positive comments for benchmarking the use of traditional pickled foods. This study suggests that it may be necessary to implement a two-track strategy by the traditional kimchi as a ‘strategic product’ and localized kimchi as a ‘key product’.
