KOREAN J. FOOD COOK. SCI. Vol., No., pp. ~ () ISSN -(Print) ISSN -(Online) http://dx.doi.org/./kfcs... 찌개 HMR (Home Meal Replacement) 에대한 L.A. 지역미국소비자들의태도, 인식조사및기호도조사 김미영 이보라 이영승 이영헌 아워홈식품연구원, 단국대학교식품영양학과, 어드로이트그로버스 A Study on the Attitude, Perception, and Preference of Jjigae HMR (Home Meal Replacement) for Americans in L.A. Area Mi-Young Kim Bo-Ra Lee Young-Seung Lee Young-Hun Lee Ourhome Co., Ltd., Seongnam, Gyeonggi, Korea Department of Foods and Nutrition, Dankook University Adroit Grovers Abstract This study was performed to examine attitude, perception, and sensory evaluation of Jjigae HMR (Home Meal Replacement) for Americans in the L.A. area. Attitude and perception of Jjigae were conducted by consumers. The questions were as follows: ) frequencies and attitude toward soup and stew, ) experience and frequency of Korean food intake, ) awareness of Korean Jjigae. A total of.% of American had previous experience with Korean foods. However, the frequencies of Korean food intake were once every few months (.%) or once a year (.%). The.% of consumers selected Kimchi-jjigae as the best-known Korean Jjigae, and.% of consumers had previous experience with Kimchi-jjigae. However, the.% of consumers did not have experienced with Jjigae. Sensory evaluation was conducted using Sundubu-jjigae and Kimchi jjigae. Overall liking and flavor liking were conducted by Americans using a nine-point scale (: Dislike extremely - : Like extremely). The degree of intensity for sensory attribute was also rated using a nine-point Just-About-Right(JAR) scale (: not nearly spicy/sour enough, : Just-About-Right, : too spicy/sour). Purchasing intention was rated using a five-point scale (: Definitely would not purchase, : Definitely would purchase). Overall liking and flavor liking of two jjigae (Sundubu-jjigae & Kimchi-jjigae) had a value higher than five on the nine-point scale. The level of spiciness of Sundubu-jjigae was suitable for consumers whereas spiciness of Kimchi-jjigae was significantly different from the JAR value of five points on the nine-point JAR scale, showing that Kimchi-jjigae was significantly spicier than JAR point. Purchasing intention had a value higher than three on the five-point scale. Key words: jjigae, home meal replacement (HMR), attitude, perception, sensory evaluation Ⅰ. 서론 HMR (Home meal replacement) 은식품산업분야에서가장큰성장세를보이고있는분야로서 (Food & food service economic a), 전문가집단의델파이기법연구에서는 HMR 을 가정외에서판매되는완전조리혹은반조리형태의음식을구매하여가정에서바로먹거나간단히조리하여먹는음식 으로정의하고있다 (Lee HY 등 ). Corresponding author: Mi-Young Kim, Ourhome Co., Ltd., Seongnam, Gyeonggi -, Korea Tel:+- -- Fax: +--- E-mail: guidepost@ourhome.co.kr 세계 HMR 시장은연평균약.% 씩성장하고있으며, 년에는그규모가 조, 억달러 ( 약 조원 ) 에이를것으로예상하고있다 (Money week MNB ). 이러한성장세는경제발전, 소득수준의증가, 가정형태의변화등으로인해소비자들의 HMR 에대한요구가확대된것에기인한다 (Chung LN 등, Lee HY 등, Jeon HM 과 Lee SB, Chong SY ). HMR 의전세계적성장과더불어국내에서도 CJ 제일제당, 대상, 아워홈등의식품업체들이소비자트렌드에맞춘다양한 HMR 제품들을지속적으로출시하고있다. 그중에서국, 찌개, 탕류가 % 이상의점유율을차지하고있으며, 이는조리시간이길고어렵다는한식의단점을해결한것이큰영향을미쳤다고할수있다 (Food & food service economic b, Retail magazine ).
찌개 HMR 에대한 L.A. 지역미국소비자들의태도, 인식조사및기호도조사 한식은해외시장에서건강과웰빙을지향하는음식으로관심이증대되고있고, HMR 형태의식품소비증대는전세계적인트렌드라할수있다. 이에, HMR 제품은한식시장을더욱확장할수있는계기가될수있을것이다 (Hong SP 등 ). 또한 Chang HJ 등 () 의연구결과에서외국인들은쉽게먹을수있으며조리법이쉬운한식에대한요구도가있음을보여주는데, 한식이가진조리과정의복잡함을해결한한식 HMR 제품을통해해외소비자들에게한식을더욱쉽게접할수있는기회를부여할수있을것이다. Kim KH() 의연구에서도건강및웰빙식을강조한다양한한식 HMR 상품의개발이한식세계화와동시에한식시장의성장을이룰수있다고언급하였다. 세계식품시장의진출로이자최대식품시장인미국은 억달러에달하는 HMR 시장규모를가지고있으며이는점점확대되고있는추세이다 (Lee MA ). 미국은세계최대다인종 / 다민족인구로 ( 백인.%, 히스패닉 / 라틴.%, 흑인.%, 아시안.%, 년현황 ) 구성되어있으며, 이로인해타문화에대해관대하고, 여러민족별다양한식품시장이형성되어있다 (Korean food foundation, Politic s ). Korea agricultural trade information() 에서는미국내민족별차별화된식품시장마케팅전략을통해서한식시장이소규모로지속확대가능할것이라고하였다. 최근행해지고있는다양한마케팅전략중 Diaspora ( 이민자 ) 마케팅은자국의이민자를통해식품 외식을해외시장에진입및확대시키는것을의미한다 (Harvard business review ). Diaspora 마케팅의사례로멕시코맥주브랜드 Tecate 는초기미국에서멕시코계 세대들에게접근하여판매망을구축하였으며, 필리핀의패스트푸드브랜드 Jollibee 는캘리포니아에있는자국이민자를기반으로성장하게되었다. Diaspora 마케팅기법을활용할경우선진국의주시장진출시매출상승과브랜드의인지도를얻는발판을마련할수있을것이라기대된다. Diaspora 마케팅의시장진입타겟장소선정시이민자의규모, 이민자기반확장가능성, 사회경제적지위, 영향력등을고려한다 (Harvard business review ). 이민지역중공급, 유통망과소비점에광고와마케팅등을펼칠규모의수준이되는지역인지, 이민자의지역내분포가높아지역내타인종으로의확장디딤돌역할이가능한지, 이민자의사회적인지위영향력이브랜드확장에도움을줄수있는지등이세부고려요인이다. 이러한요인을고려하여한식 HMR 제품의단계별진입전략을수립하는것이바람직한것이라사료된다. 년기준으로미국내거주한인은총 만명수준으로 (Min PG ), 주로 LA 중심의서부의캘리포니아 ( 만명,.%) 와, 동부의뉴욕 / 뉴저지 ( 만명,.%) 중심으로형성되어있다. 그중캘리포니아주 LA 의한인은약 만명으로추정되며, 그다음으로는오렌지카운티가 만명정도로추정되어이민자마케팅을적용할경우미국 LA 가최우선으로고려되야할지역이라고할수있다. 한식 HMR 의미국시장수출성공가능성을판단하기위해서는우선적으로해당제품의관능적인특성에대한미국현지소비자들의평가가이루어져야한다. 그뿐만아니라한식 HMR 에대한수출전략을짜기위해서는해당제품에대한현지소비자들의현태도와인식조사가미리이루어져야한다 (Lee JY 등 ). 미국은한식 HMR 의새로운진입시장이될수있으나현재미국소비자들의한식에대한기호도및인식조사는한식당이용과관련이주를이루고있을뿐 (Kim EM, Kim HH, Chio JA 와 Lee JM ) 한식 HMR 에대한인식및기호도에대한연구가미흡하다고할수있다. 외국인들이가장잘알고있는한식의종류로불고기, 비빔밥등에대한인식과관심은높은편이며그에대한연구는이루어진반면 (Hong SP 등, Chang HJ 등 ), 상대적으로국내에서 HMR 시장최대점유율을보유하고있는찌개류에대한인식및기호도에대한연구와자료는미비한편이라고할수있다. 이에본연구에서는최근소비트렌드인간편식 HMR 중국내시장점유율을가장많이차지하고있는찌개류를우선적으로선정하였다. 외국인의입맛에맞고빠른 R&D 의적용이가능하도록이미국내 HMR 시장에서보편적으로판매되고있는김치찌개와순두부찌개를선정하였다. 새로운한식카테고리로서의한식 HMR 찌개류의미국시장진출가능성에대한자료를확보하기위해최대한인시장인 LA 를조사지역으로선정하여현지소비자를대상으로찌개 HMR 에대한태도및인식조사와, 찌개류의미국현지소비자기호도및관능특성인식을조사하였다. Ⅱ. 연구방법 :. 조사대상및내용조사대상은미국 LA 현지거주인 명으로, 한식 HMR 찌개류에대한인식, 섭취행동및빈도에대한설문조사및김치찌개와순두부찌개의관능검사를실시하였다. 김치찌개와순두부는이미국내에서기출시되어상용화되어있는제품으로현지소비자요구도에따른빠른 R&D의적용이가능할것이라사료된다. 또한김치와두부는이미세계 대건강식품으로선정된바있어 (Lee JY 등 ), 건강과웰빙을지향하는한식찌개 HMR의미국진출에적합한아이템이라여겨진다. Korean J. Food Cook. Sci. Vol., No. ()
김미영 이보라 이영승 이영헌. 조사방법및시료제시 조사는 LA downtown 에서 CLT (Central location test) 방식으로진행되었다. 시료는김치찌개와순두부찌개로 아워홈 (Ourhome Co., Ltd., Seongnam, Korea) 에서제조한샘플을사용하였다. 샘플을 ml 용투명파우치에담은후레토르트처리하여조사전까지상온보관하였다. 조사시샘플을 W 전자레인지에 패키지를넣고 분 초간조리후스테인레스스틸볼 ( L 용 ) 에담긴약 C 물에담가온도를유지하였다. 예비실험에서물약 C 에서샘플을중탕보관할경우초기샘플온도 C 가 분후에 C 로유지되었으므로, 샘플을 분까지보관하여제공하였다. 샘플은 ml 일회용종이컵 ( mm, easepack, Gyeonggi-do, Korea) 에국물 g, 건더기 g 을담아제공하였다. 시료테스트중간에무염크래커와물로입을헹굴수있도록하였다.. 평가방법 국 / 찌개에대한소비자태도및인식조사의설문항목은다음과같다 : 첫째 ) 스프 (soup) 및스튜 (stew) 에대한섭취빈도조사를통해서미국현지소비자들이한식찌개류와유사한카테고리라고할수있는스프와스튜를평소에얼마나섭취하는지, 어느경우에섭취하는지, 무엇과함께먹는지등을조사하였다. 둘째 ) 한식섭취경험및빈도에대한질문을통해서미국 LA 현지소비자들이한식을섭취해본경험이있는지, 얼마나자주섭취하는지를조사하였다. 셋째 ) 한식찌개에대한인식조사를통해서한식찌개를들어보거나섭취해본경험이있는지, 어떤찌개류를섭취해보고싶은지, 또섭취해보고싶은이유는무엇인지를조사하였다. 마지막으로사진을함께제시하여사진에서본찌개류를접해본적이있는지에대해서물어보았다. 넷째 ) 김치찌개와순두부찌개의관능검사를통해서기호도및관능특성에대한인식을알아보았다. 전반적인기호도와향미의기호도는 점항목기호도척도 (: 매우싫다, : 좋지도싫지도않다, : 매우좋다 ) 를사용하였다. 찌개가가진관능특성중한식을대표하는맛특성이자, 외국인들에게소개하고싶은맛인 매운맛 을선정하여강도를물어보았으며 (Kim JY 등 ), 김치찌개의경우에는 신맛 의강도를추가적으로물어보았다. 한식찌개류의대표적인관능특성인매운맛과신맛의강도는 점적합척도 (Just-About-Right, JAR) 를사용하였다 (: 너무약하다, : 적당하다, : 너무강하다 ). 마지막으로찌개의구매의도를 점척도를사용하여평가하였다 (: 구매하지않을것이다, : 구매할것이다 ). 시료제공방법은 monadic 방법 (Meilgaard MC 등 ) 을적용하여한시료의평가가끝나면다음시료를평가하도록하였으며시료의평가사이에물과제시된크래커한조 각이상을사용하여입을가시도록하였다.. 자료분석 SPSS (ver., SPSS Inc., Chicago, IL, USA) 를활용하여자료를분석하였다. 스프및스튜에대한섭취빈도조사, 한식섭취경험및빈도, 그리고한식찌개에대한인식조사에대한자료의분석은기술통계분석과빈도분석을실시하였다. 다중으로응답한문항에대해서는다중응답빈도분석을실시하였다. 인종별, 성별, 그리고나이별에따른인식의차이를알아보기위해교차분석을실시하였으며, 마찬가지로다중응답일경우에는다중응답교차분석을실시하였다. 인종별비교는아프리카계미국인 (African American), 백인 (Caucasian), 히스패닉또는라틴계 (Hispanic or Latino), 그리고기타 ( 아메리칸인디언혹은알래스카인 (American Indian or Alaska native), 아시안 (Asian), 하와이안또는태평양섬거주인 (Native Hawaiian or Other pacific Islander), 혼혈 (Two or more races), 기타 (Others), 무응답 (Prefer no to answer)) 로총 개로카테고리화여분석하였다. 김치찌개와순두부찌개의관능검사의결과는평균과표준편차를기술통계분석하여나타내었다. JAR (just-about-right) 점척도를활용하여평가한김치찌개와순두부찌개의신맛과매운맛에대해서는중간점수인 점 과유의적인차이가있는지알아보기위하여일표본 t-test 실시하였으며, 통계적유의성은 p<. 수준으로검증하였다. 인종별, 나이별에따른찌개관능평가결과의차이가있는지알아보기위해분산분석을실시하였으며, 성별에따른차이는독립표본 t-test 를실시하였다. Ⅲ. 결과및고찰 :. 조사대상자의인적사항 조사에참여한소비자의인구통계학적특성을 Table 에정리하였다. 총 명중약 % 가백인이었으며, 그뒤로히스패닉및라틴계 (.%), 아프리카계 (.%) 소비자가조사에참여하였다. 위결과는미국인종별인구비율을반영하고있다 (Politic s ). 조사대상자는남자.%, 여자.% 로구성되었으며, 연령별로 세이하가.%, - 세.%, - 세.%, - 세 %, - 세.% 및 세이상이.% 로구성되었다.. 국 / 찌개 ( 스프 / 스튜 ) 의해외소비자인식조사 ) 스프및스튜에대한섭취빈도조사한식찌개류와유사한식품카테고리라고할수있는스프와스튜에대한미국소비자들의섭취빈도조사결과를 Table 에정리하였다..% 의소비자들이일주일 한국식품조리과학회지제 권제 호 ()
찌개 HMR 에대한 L.A. 지역미국소비자들의태도, 인식조사및기호도조사 Table. Demographic information N % Race background American Indian or Alaska native. Asian. African American. Caucasian. Hispanic or Latino. Native Hawaiian or Other pacific Islander. Two or more races. Others. Prefer not to answer. Gender Male. Female. Age Under. -. -. - -. Over. 에한번먹는다고응답하였으며, 몇달에한번먹는다는응답 (.%) 이다음을차지하여본조사에참여한소비자들은스프와스튜섭취빈도에따라주 회이상섭취군과그렇지않은군으로구분할수있었다..% 의소비자들은스프 / 스튜를식사대용으로해당식품만먹는다고응답하였으며, 다른식품과같이먹는다는소비자가.%, 애피타이저용으로먹는다는소비자가.% 이었다. 스프 / 스튜와함께먹는음식으로는빵이.%, 밥이.%, 그외면이.% 로나타났다. 반면에메인음식을먹기전또는후에먹는다는의견또한.% 로나타났다. 위의결과를통해서본조사에참여한소비자들은우리나라처럼부메뉴로서스프또는스튜를섭취한다는인식은다소적은것으로나타났지만, 예상외로밥과함께먹는다는의견이많아한식전통국 / 찌개류의개념을수용하는것에는거부감이적을것으로판단된다. 인종별, 성별, 그리고연령별에따른미국소비자들의섭취빈도는유의적인차이를보이지않았으므로 (Table ), 인종, 성별, 그리고연령이미국소비자들의스프및스튜섭취빈도에미치는영향은없는것으로판단된다. 스프 / 스튜를섭취하는경우에대해다중응답교차분석한결과, 히스패닉및라틴계 (Hispanic/Latino) 인종은다른메뉴와함께섭 Table. Consumer behaviour and attitude toward soups and stews N % How often do you eat soups or stews? With every meal. More than once per day. Once per day. More than times per week. Once per week. About once per month. Once every few months. Once per year. I have tried it only once or a few times. When do you usually eat soups or stews? * As an appetizer. With other menu. As a dissert. Only eat soup or stew (As a meal replacement). Others. Do you eat some soups or stews with other foods? * Yes, I usually eat them with cooked rice. Yes, I usually eat them with noodles. Yes, I usually eat them with breads. Yes, I usually eat them with snacks. No, I usually eat them only before or after eat other food. *Multiple responses 취한다는응답이가장많았고 (.%), 나머지인종들은식사대용으로먹는다는응답의비율이높게나타났다 ( 아프리카계미국인 (African American):.%, 백인 (Caucasian): (.%), 기타 (Others):.%). 또한남성들은다른메뉴와함께섭취하거나, 식사대용으로먹는다는응답이많았고, 여자의경우에는식사대용으로섭취한다는응답이높게나타났다. 연령별응답비율역시, 다른메뉴와함께섭취하거나식사대용으로먹는다는의견이가장많았다. 스프와스튜와함께먹는음식에대한문항에서인종별, 성별, 그리고나라별에따른유의적인차이가나타나지않았다. 미디어, 인터넷, 교통의발달은전세계적으로에스닉푸드에대한관심을증가시켰으며, 특히다양한문화가공존하는미국의경우에스닉푸드에대한관심과구매의도가높은국가이다 (Bae ES, Kim SJ 와 Lee KH ). 불고기, 김치, 비빔밥에비해상대적으로인지도가낮은찌개 HMR 에있어서 (Hong SP 등, Chang HJ Korean J. Food Cook. Sci. Vol., No. ()
김미영 이보라 이영승 이영헌 Table. Consumer behaviour and attitude toward soups and stews by ethnic group, gender, and age (N=) Ethnic group (N (%)) Gender (N (%)) Age (N (%)) Question African American Hispanic/ Latino Others Male < Caucasian Female - - - - > How often do you eat soups or stews? With every meal (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) More than once per day (.) (. (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) Once per day (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) More than times per week Once per week About once per month (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.).. (.) (.) (.) (.) (.) (.).. (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.).. Once every few months (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) Once per year (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) I have tried it only once or a few times (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) When do you usually eat soups or stews?* As an appetizer (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) With other menu (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) As a dissert (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) Only eat soup or stew (As a meal replacement) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) Others (.) (.) (.) (.) (.) (.) (.) (.) (. (.) (.) (.) Do you eat some soups or stews with other foods * Yes, I usually eat them with cooked rice (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) Yes, I usually eat them with noodles (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) Yes, I usually eat them with breads (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) Yes, I usually eat them with snacks (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) No, I usually eat them only before or after eat other food (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) * Multiple response 한국식품조리과학회지제 권제 호 ()
찌개 HMR 에대한 L.A. 지역미국소비자들의태도, 인식조사및기호도조사 등 ) 본카테고리에대한현지화된마케팅전략이수립된다면새로운에스닉푸드로서수출및판매량이함께증가할수있는계기가될것이라사료된다. ) 한식섭취경험및빈도본조사에서는조사대상자의.% 가한식섭취경험이있는것으로나타나선행조사결과와일치되는경향을알수있었다 (Table ). 년부터실시된농림수산식품부의한식세계화추진사업을통해서현재전세계적인한심에대한관심이날로증가하고있음을알수있다. 한식섭취빈도는몇달에한번 (.%) 또는연 회정도 (.%) 로섭취하는경향이나타났다. 이는본조사에참여한대상자의경우한식에대한친숙도및섭취빈도는낮은특성을가진집단이라고판단된다. 해외소비자들에게있어서한식은아직까지조리법이복잡한면이단점으로작용하고있어 (Min KH ), 해외소비자들이쉽게섭취할수있도록단순화된조리법의개발이나간편하고쉽게접할수있는상품의개발이필요하다고할수있다. 인종별, 성별, 그리고연령별에따른한식섭취경험에서연령별에서만유의적으로차이가있음이나타났다 (Table ). 세이전의미국소비자들은한식을섭취해본경험이없다고나왔으며, 세이후소비자들에서는한식섭취비율이비섭취비율보다높게나타났다. Table. Experience and frequency of Korean food intake N % Have you had any Korean food before? Yes. No. How often to you eat Korean traditional food? More than one per week. About once per week. - times a month. About once per month. Once every few months. Once per year. I have tried it only once or a few times. ) 한식국 / 찌개류인식도한국의대표적인국 / 찌개류중소비자들이가장많이알고있는메뉴는김치찌개가.% 로가장높았으며 (Table ), 그뒤로삼계탕 (.%), 육개장 (.%), 된장찌개 (.%), 갈비탕 (.%) 에대해인지하고있는것으로나타났다. 반면, 소비자들중국 / 찌개류를전혀알고있지않다고응답한비율이.% 로높게나타났다. 이중실제로섭취 Table. Experience and frequency of Korean food intake by ethnic group, gender, and age (N=) Question African American Ethnic group (N(%)) Gender (N(%)) Age (N(%)) Have you had any Korean food before? Yes No (.) (.) (.) (.) How often to you eat Korean traditional foods? More than one per week About once per week - times a month About once per month Once every few monts Once per year I have tried it only once or few times (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) Hispanic/ Latino (.) (.) (.) (.) (.) (.) (.) (.) (.) Others (.) (.) (.) (.) (.) (.) (.) (.) (.).... Male (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.).... < (.) (.) (.) (.) (.) (.) (.) (.) (.) Caucasian Female - (.) (.) (.) (.) (.) (.) (.) (.) (.) - (.) (.) (.) (.) (.) (.) (.) (.) (.) - (.) (.) (.) (.) (.) (.) (.) (.) (.) - (.) (.) (.) (.) (.) (.) (.) (.) (.) > (.) (.) (.) (.) (.) (.) (.) (.) (.).... Korean J. Food Cook. Sci. Vol., No. ()
김미영 이보라 이영승 이영헌 Table. Awareness of Korean Jjigae N % Have you heard about any listed food? Kimchi-jjigae. Sundubu-jjiagae. Doenjang-jjiagae. Budae-jjigae. Dongtae-jjigae. Samgyetang. Seollengtang. Galbitang. Yukgaejang. No. Have you ever had any listed food? Kimchi-jjigae. Sundubu-jjiagae. Doenjang-jjiagae Budae-jjigae. Dongtae-jjigae. Samgyetang. Seollengtang. Galbitang. Yukgaejang No. If you have a chance to try out, which will you choose? Kimchi-jjigae Sundubu-jjiagae Doenjang-jjiagae. Budae-jjigae. Dongtae-jjigae. Samgyetang. Seollengtang. Galbitang. Yukgaejang. What is the reason that you choose it? Delicious (looks like delicious). Recommended from others. Famous. Exotic. Curiosity. Other reason. Do you know food similar to the soups/stews in the picture? Yes No 경험이있는메뉴도김치찌개가.% 로가장높았으며, 다음으로삼계탕 (.%), 순두부찌개 (.%) 순으로나타났다. 향후먹어보고싶은메뉴는갈비탕 (.%), 육개장 (.%), 삼계탕및설렁탕 (.%) 순으로나타났다. 먹어보고싶은이유로는맛있어보여서 (.%), 궁금해서 (.%) 등의이유를꼽았다. 또한위메뉴들에대한사진제시후해당메뉴에대한인지도조사결과, % 의소비자들이모른다고응답하여현지에서는아직까지국 / 찌개류대한인식도가부족한것으로나타났다. 한식국 / 찌개류에대한인종별, 성별, 연령별에따른응답빈도에서도유의적인차이가나타나지않았다 (Table ). 현재까지이루어진외국인대상한식선호도연구에서외국인들은불고기, 비빔밥등의선호도는높은반면, 김치찌개나육개장등국 / 찌개류의선호도와인식은떨어지는것으로나타났다 (Agenda research group, Hong SP 등, Chang HJ 등 ). 대표적인한식으로불고기, 비빔밥, 김치등을이야기할수있으나, 한식세계화를위해서는다양한한식카테고리의확장이필요할것이라사료된다. 아직까지미국소비자들에게있어한식국 / 찌개류에대한인식이부족한것으로나타나향후에한식국 / 찌개류에대한적극적인홍보가이루어져야할것이다. 특히, 찌개가가진조리의복잡성을극복한 HMR 의편리성을강조한홍보가적극적으로이루어져야할것이다. ) 찌개관능검사순두부찌개와김치찌개의현지소비자관능평가결과를 Table 에정리하였다. 순두부찌개의기호도평가가 점기호도척도의중심점수인 점 보다유의적으로높은지알아보기위해일표본 t-test 한결과, 순두부찌개의전반적기호도 (.) 와향미기호도 (.) 는유의적으로 점 보다높은점수를받은것을알수있었다 (p<.). 이를통해서미국현지소비자들은순두부찌개에대한긍정적인기호도를가지고있음을알수있다. 순두부찌개의매운맛을 JAR 점척도를활용하여너무약한지, 적당한지, 혹은강한지를알아보았다. 매운맛평가결과가 JAR 점척도의중간점수인 점 과유의적으로차이가있는지알아보기위해일표본 t-test 한결과유의적인차이가없는것으로나타나미국현지소비자들은순두부찌개의매운맛은적당하다고평가하는경향을보여주었다. 순두부찌개에대한구매의도역시 점이상 (.) 으로긍정적이라고할수있다. 김치찌개역시전반적기호도 (.) 와향미기호도 (.) 모두중간점수인 점 보다높은점수를보여주었으므로긍정적이라고할수있다. 반면에김치찌개의신맛 (.) 은 JAR 점척도의중간점수인 점 과유의적인차이가나타나지않아적당하다고평가되었다고할수있지만, 매운맛 (.) 은유의적으로약 한국식품조리과학회지제 권제 호 ()
찌개 HMR 에대한 L.A. 지역미국소비자들의태도, 인식조사및기호도조사 Table. Consumer behaviour and attitude toward Korean Jjigae by ethnic group, gender, and age (N=) Question African American Ethnic group (N (%)) Gender (N (%)) Age (N (%)) Have you heard about any listed food? Kimchi-jjigae Sundubu-jjigae Doenjang-jjigae Budae-jjigae Dongtae-jjigae Samgyetang Seollengtang Galbitang Yukgaejang No (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) Have you ever had any listed food? Kimchi-jjigae Sundubu-jjigae Doenjang-jjigae Budae-jjigae Dongtae-jjigae Samgyetang Seollengtang Galbitang Yukgaejang No * Multiple response (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) Hispanic/ Latino (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) Others (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) Male (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) Caucasian Female < (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) - (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) - (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) - (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) - (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) > (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) Korean J. Food Cook. Sci. Vol., No. ()
김미영 이보라 이영승 이영헌 Table. Consumer behaviour and attitude toward Korean Jjigae by ethnic group, gender, and age (N=) (Continued) Question African American Have you ever had any listed food? Kimchi-jjigae Sundubu-jjigae Doenjang-jjigae Budae-jjigae Dongtae-jjigae Samgyetang Seollengtang (.) (.) (.) (.) (.) (.) (.) Ethnic group (N(%)) Gender (N(%)) Age (N(%)) (.) (.) (.) (.) (.) (.) (.) Hispanic/ Latino (.) (.) (.) (.) (.) (.) (.) Others (.) (.) (.) (.) (.) (.) (.) Male (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) < (.) (.) (.) (.) (.) (.) (.) Caucasian Female - (.) (.) (.) (.) (.) (.) (.) - (.) (.) (.) (.) (.) (.) (.) - (.) (.) (.) (.) (.) (.) (.) - (.) (.) (.) (.) (.) (.) (.) > (.) (.) (.) (.) (.) (.) (.) Galbitang (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) Yukgaejang (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) No (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) If you have a chance to try out, which will you choose? Kimchi-jjigae (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) Sundubu-jjigae (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) Doenjang-jjigae (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) Budae-jjigae (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) Dongtae-jjigae (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) Samgyetang (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) Seollentang (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) Galbitang (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) Yukgaejang (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) (.) * Multiple response 한국식품조리과학회지제 권제 호 ()
찌개 HMR 에대한 L.A. 지역미국소비자들의태도, 인식조사및기호도조사 간강하게느끼는것으로나타났다. 따라서후에미국현지인에입맛에맞는김치찌개개발시매운맛에대한조정이필요할것이라판단된다. Hong SP 등 () 의연구에서도미국인들은불고기, 닭갈비, 잡채등의매운맛의강도가높을수록선호도가낮으며, 제육볶음과닭갈비의매운맛을강하게인식하였는데, 이를통해한식에대한기호도를향상시키기위해서매운맛이중요한요소임을확인할수있었다. 김치찌개의구매의도는. 점으로긍정적으로나타났다. 찌개관능검사결과의인종별, 성별, 연령별차이를알아본결과 (Table ), 김치찌개의신맛 JAR 척도에서 대이상의미국소비자들이나머지연령대에비해신맛을아주강하게인식하고있음이나타났다. 하지만, 나머지평가결과에서는유의적인차이를보이지않아인종별, 성별, 그리고연령이찌개의기호도및관능특성인식에주는영향은없는것으로사료된다. 위의결과로부터아직까지한식국 / 찌개류에대한미국인들의인식은부족한상태이지만, 미국소비자들의순두부찌개와김치찌개관능검사결과그수용도가긍정적인결과를나타내었다. 본연구에서는기호도와매운맛 / 신맛등다소한정적인관능특성에대한조사만이루어졌으나, 후에찌개류가가진부수적인관능특성에대한인식을추가적으로조사해야할것으로판단된다. 순두부찌개와김치찌개가가진관능특성에대한연구가추가적으로이루어져미국현지인의입맛에맞는한식 HMR 국 / 찌개개발및수출을통해새로운한식카테고리로서해외시장진출의발판이될수있을것이라사료된다.. 결론 본연구는한식 HMR 국 / 찌개류의수출을위한해외현지소비자조사의목적으로조사지역으로는미국의 LA Table. Mean(±SD) of Korean Jjigae attributes and positive/negative opinions Sundubu-jjigae Mean (SD) Overall liking ). (.) Flavor liking ). (.) Spiciness JAR ). ) (.) Purchase intent ). (.) Kimchi-jjigae Overall liking ). (.) Flavor liking ). (.) Spiciness JAR ). (.) Sourness JAR ). (.) Purchase intent ). (.) ) ) ) ) ) African American. (.). (.). (.). (.). (.). (.). (.). (.). (.) Ethnic group (N (%)) Gender (N (%)) Age (N (%)). (.). (.). (.). (.). (.). (.). (.). (.). (.) Hispanic/ Latino. (.). (.). (.). (.). (.). (.). (.). (.). (.) Others. (.). (.). (.). (.). (.). (.). (.). (.). (.) p- value Male.. (.).. (.).. (.).. (.).. (.).. (.).. (.).. (.).. (.) Caucasian Female p- value. (.).. (.). (.).. (.). (.).. (.). (.).. (.). (.).. (.). (.).. (.). (.).. (.). (.)..a) (.). (.).. (.) < - - - - >. (.). (.). (.). (.). (.). (.). (.).a (.). (.). (.). (.). (.). (.). (.). (.). (.).a (.). (.). (.). (.). (.). (.). (.). (.). (.).a (.). (.). (.). (.). (.). (.). (.). (.). (.) p- value. (.).. (.).. (.).. (.).. (.).. (.).. (.)..a.b (.) (.).. (.). (.). point category scale (= Dislike extremely ~ = Like extremely ) point JAR scale (= Not nearly spicy/sour enough ~ = Just-About-Right ~ = Too spicy/sour ) point category scale (= Definitely would not purchase ~ = Definitely would purchase ) Bold means are not significantly different from the JAR value (= Just-About-Right ; p<., one-sample t-test) Shading means within a row not sharing a superscript letter are significantly different (p<., Duncan s multiple range test) Korean J. Food Cook. Sci. Vol., No. ()
김미영 이보라 이영승 이영헌 를선정하여국 / 찌개류에대한미국현지인들의인식과순두부찌개와김치찌개에대한소비자기호도및관능특성인식을조사하였다. 미국 LA 는한인시장이가장크게형성된도시로, 이민자마케팅을통해한식 HMR 국 / 찌개류를우선적으로수출하는전략을수립할수있다. 인식조사결과미국인들의한식국 / 찌개에대한인식은다소부족한편으로나타났다. 하지만, 새로운한식카테고리로서국 / 찌개의컨셉수용에는거부감이적을것으로판단되므로앞으로한식국 / 찌개류에대한적극적인현지홍보가요구된다. 순두부찌개와김치찌개에대한미국소비자들의기호도는긍정적으로나타나, 한식세계화에있어국 / 찌개류카테고리의진입및성장이이루어질수있을것이라사료된다. 순두부찌개의대표적관능특성인매운맛은적당하다고평가되었지만, 김치찌개의경우에는매운맛을다소강하게느끼고있어후에현지인에입맛에맞도록제품개선에대한후속연구가필요할것으로생각된다. 한식에대한외국인들에기호도및관능특성인식은인종별, 성별, 나이별에따라달라질수있으므로보다다양한패널리쿠르팅을통해추가적인인식, 태도, 기호도및관능특성조사가이루어져야할것이다. 감사의글 본연구는농림축산식품부고부가가치식품기술개발사업에의해이루어진것임. References Agenda research group.. Globalization of Korean food & Korean food culture. Available from: http://www.agendanet. co.kr/down/food.pdf Accessed December, Bae ES.. Reflection on meaning of Korean food's globalization in Glocal culture age. Humanities contents :- Chang HJ, Choi BR, Yi NY, Park BS, Kim HS.. Preferences and product development opinions of Koreans and non- Koreans regarding commercialization of Korean foods. Korean J Food Cook Sci ():- Choi JA, Lee JM.. Theperception and attitude of food experts in New york city toward Korean food assessed by in-depth interviews of Foodies. Korean J Food Culture ():- Chong SY.. Influential factors upon selection attribute, perceived value, and repurchase intention in Home Meal Replacement according to lifestyle. J Hosp Tour Res (): - Chung LN, Lee HY, Yang IS.. Preference, satisfaction, and repurchase intention of consumers for Home Meal Replacements (HMR) by product categories. Korean J Food Cook Sci ():- Food & food service economic. a. Home Meal Replacement (HMR) s best days despite the recession. Available from: http://www.foodbank.co.kr/news/view.php?secindex=& page=&back=s&syear=&smonth = &s d a y =&e y e a r=& emo n t h=&eda y=&l c a r t=&mcart=&subj=hmr&contents =&writer=&sort=&serial=&keyfield=&key=§ion=. Accessed April, Food & food service economic. b. Unlimited growth of Well-being Korean food HMR product line. Available from: http://www.foodbank.co.kr/news/view.php?cat_name= %B%E%C%B%C%AF%C%FD&secIndex=&p age=§ion=&back=i&cat_sel=. Accessed June, Harvard business review.. Diaspora Marketing. Available from: http://www.illmatik.com/conseil/wp-content/uploads/ //HBR-DiasporaMarketing.pdf, Accessed October, Hong SP, Lee MA, Kim EM, Chae IS.. Sensory evaluation of Korean traditional foods for Americans. Korean J Food Culture ():-. Jeon HM, Lee SB.. Research on Home Meal Replacement (HMR) product development through Conjoint analysis. Korea Academic Society of Hotel Administration (): - Kim EM.. Study on the improvement of traditional food service industry by foreigner s preference of traditional Korean food. Korea Food Research Institute. pp - Kim HH.. Recent food service industry and its globalization. Abstract of symposium of the Korean society of food culture Seoul. pp - Kim JY, Cha SM, Chung LN, Kim KO, Chung SJ.. Developing an attitude scale for Korean style flavors. Korean J Food Culture ():- Kim KH.. Study on Japanese consumers Korean food consumption behaviors and market segmentation based on foodrelated lifestyle focusing on inbound Japanese tourists -. Korean J Food Culture ():- Kim SJ, Lee KH.. The effect of foreigner's ethnic food attitudes on purchasing intensions of Korean foods. J East Asian Soc Dietary Life ():- Korea agricultural trade information.. The strategy of export to U.S. agricultural & fishery foods market. Available from: http://www.kati.net/mag/selectnewsexporttrendview. do;jsessionid=ezbupybbgicpghxnhxtlxkmxigkijq wamilisssgawsxcghykadwwmfh.kati-was_servlet_eng ine?menucode=&bbsid=&articleseq=&pageinde x=&searchcondition=&searchkeyword=. Accessed December, Korean food foundation.. Research and marketing guide for Korean food globalization. Available from: http://london.hansik. org/kr/hsarticle/ldkr/view.do?searchkey=&search 한국식품조리과학회지제 권제 호 ()
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