A study of the characteristics of Dongchimi consumption behavior for development of new Dongchimi products

Abstract

Purpose – This paper aims to identify consumer preferences before Dongchimi products are commercialized and brought to the market. It provides basic data for research and development of Dongchimi products, examining consumer preferences for general products and purchase intentions based on eating-out behavior, dietary lifestyle and demographic characteristics. Finally, the study examined male and female consumers more than 18 years old who have eaten Dongchimi, particularly their consumption behavior. Design/methodology/approach – This study was based on preliminary in-depth interviews of consumers to investigate consumer Dongchimi consumption behavior. The authors examined their demographic characteristics, dining-out behavior, dietary lifestyles, how often they buy pickled products and the circumstances in which they consume Dongchimi products. Various statistical analyses were performed with SPSS 18.0, including frequency analysis of the general characteristics of subjects, chi-square test for difference verification as well as factor analysis and cluster analyses. Findings – More than half of the respondents eat Dongchimi products only once or twice every six months or once or twice a year. Consumers prefer Dongchimi’s glass bottle packaging with two to three servings of white radish, the original version of Dongchimi. Furthermore, cross-analysis comparing purchase intentions of Dongchimi products among clusters revealed significant differences (χ2 = 212.58, df = 2, p < 0.001). The group most concerned with taste and diet showed 100 per cent purchase intention. However, the group most interested in convenience showed only 50 per cent purchase intention for Dongchimi products. The group primarily concerned with health showed little intention to purchase. Originality/value – Food scholars have investigated consumption behaviors of domestic consumers in developing kimchi products, but research on Dongchimi is lacking, especially of consumption behaviors by actual consumers. Using certain determinants (marital status, expense of dining out, frequency of buying pickled products and food-related lifestyle), the authors analyzed the purchasing intentions of consumers of Dongchimi products. The results show that married consumers who spend heavily on dining out and purchase pickled foods frequently, but who are also concerned about taste and diet, were those with the highest intention to purchase Dongchimi products.

Lactococcus lactis KR-050L inhibit IL-6/STAT3 activation

“…In addition, a few reports describe LABs from other types of special kimchi, such as dongchimi (Cho et al . ) and baikkimchi (Lim et al . ), as probiotics.…”

“…The biological and functional properties of LAB from the typical types of kimchi, including Chinese cabbage kimchi, mustard stem/leaf kimchi, young radish kimchi and cubed radish kimchi, have been investigated (Ko et al 2013). In addition, a few reports describe LABs from other types of special kimchi, such as dongchimi (Cho et al 2015) and baikkimchi (Lim et al 2014), as probiotics. There are many types of kimchi, and the genera Lactobacillus and Leuconostoc exists as the dominant species.…”

Fruit pictures on beverage packages, health effect, and purchase intention

“…This target was set for two reasons. First, the demographic interested in healthy eating habits is women aged 20-40 years (Cho et al, 2015). This is evident as many major Japanese beverage manufacturers are developing products specifically for this group (Asahi Group Foods, 2022; Kirin, 2016;Lawson, 2018;Pokka Sapporo, 2019).…”