韓國食生活文化學會誌 제33권 제3호 (p.207-216)

말레이시아 소비자의 한국식품 인지도 및 선호도 분석

Awareness and Preference for Korean Food Products in Malaysia
키워드 :
Malaysian consumer,Korean food,packaged food,awareness,preference

목차

Abstract
I. 서 론
II. 연구 내용 및 방법
  1. 조사 대상
  2. 조사 내용 및 방법
  3. 분석 방법
III. 결과 및 고찰
  1. 조사대상의 특성
  2. 한국식품의 인지도
  3. 한국식품의 선호도
  4. 한국식품의 인지도 및 선호도
IV. 결론 및 요약
References

초록

This study examined the potential of export items in Malaysia by investigating the awareness and preference for Korean food products. A high potential product list developed from the literature, included reports about the food export status in Korea and Malaysian food trends. An online survey was carried out with 600 consumers in Malaysia. With 435 valid responses, the average awareness of the Korean food products was 3.13, and the preference was 3.48 on a 5-point scale. The awareness and preference of Korean food products were higher in the 20s-30s group than in the older groups. In particular, the Muslim group had a higher awareness for ‘ramyon’ than the other groups, and the Buddhist group had a higher preference for ‘ginseng beverage’ than the other groups. The most well-known and preferred products were ramyon, hot noodles, kimchi, biscuits, fruits & vegetable beverage, and sauce (with Korean traditional sauce)’. Based on these results, the marketing implications of the study findings are discussed.