A Study on Consumer Awareness, Preference, and Consumption Behavior Regarding Local Food - Focusing on Gyeongju Area -

In a Muslim country, halal products were a norm in the society whereby Muslims in their daily life were not only consuming the halal products. The acceptance of non-Muslims towards halal products is growing as well because of the strict process and laws to follow. It reviews studies and theories on customer’s purchase intention on halal products and the concepts of price, awareness, availability, safety, ingredients, and quality of the halal products, which affect their purpose to buy from the perspective of non-Muslim. Fifty research article from 2009 to 2019 was chosen for this research. Besides, the halal products are also being monitored, certified, and enforced by the government. Halal products with certification will automatically gain the confidant of the consumers without any doubts. There are many types of research being conducted about the halal industry, but there is limited research being conducted to explore the non-Muslim consumers' purchase intention on halal products.Keywords: halal products, purchase intention, non-muslim, literature review

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Commercialization Strategy Based on Analysis of Domestic Consumers’ Preference and Awareness on South and North Korean Regional Cuisine : Research on Consumers in Seoul and Gyeonggi Province

Paik¹,

Hong²

2016

KFCS

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Purpose: This study investigated the preference and awareness of consumers residing in the capital area with respect to South and North Korean regional cuisine to provide baseline data for developing effective commercialization strategies. Methods: This survey was conducted among adults over the age of 19 years who were residing in Seoul and Gyeonggi province area, and data analysis was performed using SPSS WIN 18.0. Results: Analysis of the survey participants' preference for South and North Korean regional cuisine showed that Hwanghae province had the highest preference by 4.35±1.72 points, whereas Gangwon province had the lowest preference by 3.75±0.66 points. Factorial analysis on general characteristics of Korean regional cuisine resulted in 2 factors -'locality' and 'health'. Cluster analysis showed that participants could be sorted into two clusters by their awareness of Korean regional cuisine -'the lower cognitive group' and 'the higher cognitive group'. Cluster analysis on the tourism commercialization strategy for Korean regional cuisines showed that 'the higher cognitive group' had significantly higher awareness regarding the following 3 items: 'merchandising strategy', 'popularization strategy' and 'marketing strategy' (p<0.001). Cluster analysis of the world commercialization strategy showed that 'the higher cognitive group' had significantly higher awareness regarding all items of the 'R&D support strategy' and 'Food culture promotion strategy' categories than the 'the lower cognitive group' (p<0.01). Conclusion: Popularization strategies such as value perception based on the well-being concept, and standardization of recipes; merchandising strategies based on storytelling; and food and culture promotional strategies such as Korean cooking classes and food tasting events, were rated as effective commercialization strategies to increase the popularity of Korean regional cuisine.

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A Study on Consumer Awareness, Preference, and Consumption Behavior Regarding Local Food - Focusing on Gyeongju Area -

Cited by 3 publications

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Non-Muslim Customers’ Purchase Intention on Halal Food Products in Malaysia

Non-Muslim Customers’ Purchase Intention on Halal Food Products in Malaysia

The Review Study of Halal Products and Its Impact on Non-Muslims Purchase Intention

Commercialization Strategy Based on Analysis of Domestic Consumers’ Preference and Awareness on South and North Korean Regional Cuisine : Research on Consumers in Seoul and Gyeonggi Province

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