KOREASCHOLAR

This study aims to establish a strategy for selling kimchi to satisfy the needs and wants of European consumers through survey, FGI, and IDI. 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. 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’. 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’.

Abstract
 I. 서 론
 II. 연구 내용 및 방법
  1. 정량적 연구: 설문조사
  2. 정성적 연구: 포커스 그룹 및 심층 인터뷰
  3. 소비자의 의사결정 과정에 의한 조사 결과의 종합 분석 방법
 III. 결과 및 고찰
  1. 1단계 김치에 대한 인지: 인지도, 인지 경로, 이미지
  2. 2단계 첫 시도 후 평가
  3. 3단계 김치에 대한 니즈: 맛, 물성, 외관, 향/냄새
  4. 4단계 소비 의향
 IV. 요약 및 결론
 References

• 권용민(세계김치연구소) | Yong-min Kwon (World Institute of Kimchi, Korea)
• 고영주(세계김치연구소) | Young-ju Ko (World Institute of Kimchi, Korea)
• 이창현(세계김치연구소) | Chang-hyeon Lee (World Institute of Kimchi, Korea)
• 박채린(세계김치연구소) | Chae-Lin Park (World Institute of Kimchi, Korea) Corresponding author