The Awareness and Preferences of Chinese Consumers' on Korean Domestic Forest Food Products
2017
Lee, J.M., National Institute of Forest Science, Seoul, Republic of Korea | Kim, E.H., National Institute of Forest Science, Seoul, Republic of Korea | Park, H., National Institute of Forest Science, Seoul, Republic of Korea
In order to expand the export of Korean edible forest products to China, it is required to have more specific and practical information which is not just a provider-oriented, but reflects Chinese local market status. To achieve this goal, this research implemented a survey on the awareness and preference of Chinese consumers for edible forest products and intended to use the research outputs as a basis for establishing new marketing strategies to improve the competitiveness of Korean forest products. The questionnaire survey was conducted by online with approximately 1,500 middle-class consumers, who live in Shanghai, Beijing, Guangzhou, Shenzhen and Chengdu, China. Dried fruits and nuts(19.1%) was chosen as one of the most purchased items followed by leisure food(16.4%). Snack(32.1%) and health supplement(22.6%) were relatively higher than other usage purposes. Thus, it is necessary to make distinct strategies on the types and units of packing for easy and simple purchase because of large portion of snacking. Most Chinese consumers made purchases of edible forest products at supermarket chains(25.8%) and internet shopping mall(22.1%). Furthermore, Korean forest products which chinese consumers had repurchase intention were dried fruits and nuts(16.2%) and leisure foods(14.1%). It is required to produce high quality of forest products because Chinese consumers preferentially considered the quality and taste of forest products when they bought forest products.
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