Check-all-that-apply를 이용한 한국 및 중국인의 불고기에 대한 선호 및 비선호 요인에 대한 교차문화 연구 Cross-cultural Investigation on Chinese and Korean Consumers’ Reasons for Liking and Disliking for Bulgogi Using Check-all-that-apply Questionnaire
- 언어KOR
- URLhttps://db.koreascholar.com/Article/Detail/293911
pp.567-576
Bulgogi (Korean-traditional barbequed beef) is one of the most globally well-known Korean foods. Though various attempts have been made to promote bulgogi, studies are limited understanding mostly to US consumers or foreigners who reside in Korea. China, the world’s most populous country, has the biggest market potential in the world. The purpose of this study was to understand reasons of liking or disliking bulgogi products in Chinese consumers who reside in China in comparison to Korean consumers. The bulgogi used in this study differed in its main marinating ingredients. Check-all-thatapply (CATA) questionnaire was used to collect the reasons why one liked or disliked the given bulgogi product. CATA result showed that even for the same product, Korean and Chinese consumers liked or disliked it for different reasons. In particular, unlike Koreans, Chinese consumers reported sweet taste and garlic flavor as reasons for disliking the samples with high amounts of sugar and garlic, respectively. This seemed to be the result of differences in familiarity of consumers to certain tastes and flavors. The results imply the influence of culture in consumer preferences.