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Consumption patterns and perception analyses of hangwa.

Chang Geun Kwock1, Min A Lee1, So Hyun Park1

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Consumers perceive traditional Korean Hangwa as high quality but desire better marketing and pricing. Improving advertisement and lowering prices could significantly boost sales of this traditional food.

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Hangwaconsumerconsumption patternsperception

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Area of Science:

  • Food Science
  • Consumer Behavior
  • Marketing

Background:

  • Hangwa, a traditional Korean food, aligns with current consumption trends but requires strategic marketing for increased consumption.
  • Understanding consumer patterns and perceptions is crucial for expanding Hangwa's market presence.

Purpose of the Study:

  • To analyze consumer consumption patterns of Hangwa.
  • To evaluate consumer perceptions of Hangwa attributes.
  • To identify strategies for increasing Hangwa consumption.

Main Methods:

  • A questionnaire survey was distributed to 250 consumers via email.
  • Data from 231 respondents were analyzed using statistical methods, including descriptive statistics, paired samples t-test, and importance-performance analysis (IPA).
  • SPSS WIN 17.0 was utilized for data analysis.

Main Results:

  • Hangwa is primarily purchased as a gift (39.8%), driven by its traditional image (33.3%) and taste (22.5%).
  • Consumer-perceived performance was lower than importance across all evaluated attributes.
  • High importance/high performance attributes included sanitary processing, quality marks, and taste; high importance/low performance attributes included advertising, media promotion, price perception, and variety.

Conclusions:

  • Hangwa manufacturers should diversify products and extend shelf life through technological advancements.
  • Strategies to lower the price barrier are essential for price-sensitive consumers.
  • Enhancing marketing through advertisements and mass media can improve the perception and consumption of traditional foods like Hangwa.