Abstract

This study was conducted to estimate the drift of change for in Kimchi purchases, and to contribute to the efforts to improve the quality improvement of Kimchi sold at markets. Questionnaires were distributed to 450 adults, and 396 samples were statistically analyzed. There were significant differences in the average values of importance and satisfaction. Based on analyses of the 14 factors, the level of satisfaction was significantly lower than the level of importance. Importance-factors such as 'taste' ($4.56{\pm}0.81$) and consistency of 'quality' ($4.37{\pm}0.79$) are very important to consumers, whereas 'package volume' ($3.79{\pm}0.91$) and 'price cutting' ($3.84{\pm}1.01$) are rarely considered by consumers. Fourteen significance factors were three factors. Overall significance for selection attributes when purchasing Kimchi differed according to gender, age and marital status. Fourteen satisfaction factors were extracted to four factors. Overall satisfaction for selection attributes when purchasing Kimchi differed according to martrial status. Total satisfaction with selection attributes when purchasing the food was greatly affected by its quality and packaging. These findings confirmed that Kimchi products should be diversified and active marketing should be carried out if Kimchi is to become a global product.

Keywords

• Importance;
• Satisfaction;
• marketing Kimchi