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Original Articles
- [English]
- Consumer Innovativeness and Consumption Behavior of New Sauce Products for the Japanese Consumer
- Su Jin Kim, Seon Young You, Min A Lee, Eunju Park
- Korean J Community Nutr 2019;24(5):374-383. Published online October 31, 2019
- DOI: https://doi.org/10.5720/kjcn.2019.24.5.374
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Abstract
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PubReader - OBJECTIVES
This study analyzed Japanese consumers on their sauce consumption, and assessed the relationship between consumer innovativeness and consumption behavior for new sauce products.
METHODS
The survey was completed by local consumers visiting Korean restaurants in Osaka, Japan, in September 2018. The demographic characteristics, consumption of sauce, consumer innovativeness, and factors of theory of planned behavior were evaluated. Totally, 150 collected data were analyzed using the IBM SPSS Statistics 25.0 Program (IBM SPSS INC, Armonk, NY, USA).
RESULTS
Results of the survey indicate that Japanese consumers purchase a sauce by considering the taste and food utilization. Sauce purchases were maximum at mega markets and supermarkets. The consumer innovativeness for Japanese consumers was based on 3 factors: ‘Purchasing adventurous products (3.51 ± 0.96)’, ‘Active information seeking (4.36 ± 1.11)’, and ‘Interactive information seeking (4.33 ± 1.02)’, where the tendency of ‘Active information seeking’ was the highest innovativeness factor. Furthermore, higher values of perceived behavior control (4.68 ± 1.21), attitude (4.66 ± 1.41) and subjective norm (4.39 ± 1.28) were revealed, when assessing for theory of planned behavior factors. Correlating the variables of consumer innovation and factors of planning behavior theory, ‘Active information seeking’ is a positive attribute for attitude (p<0.016), subjective norm (p<0.001), and perceived behavior control (p<0.002). These 3 factors also had significantly positive effects on purchase intention for new sauce product (p<0.000, p<0.000, and p<0.002, respectively). Attitude was determined to be another very influential variable for purchase intention of a new sauce product (B=0.484, t=6.881).
CONCLUSIONS
The results of this study determine the consumption patterns of sauce for the Japanese consumer, and the relationship between consumer innovativeness and consumption behavior for Korean traditional sauces. We believe the data generated from this study will help determine a marketing strategy to enter the Japanese market.
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- [English]
- Snack Consumption Behaviors and Nutrition Knowledge among Elementary School Students in Siheung-si
- Eun A Cho, Soo Kyung Lee, Gyu Jin Heo
- Korean J Community Nutr 2010;15(2):169-179. Published online April 30, 2010
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Abstract
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- Good snack consumption behaviors are important among elementary students because snack provides additional energy and nutrients and because good dietary behaviors should be formed during early stages of life. This study investigated, among elementary school students, 1) snack consumption behaviors, 2) snack-related nutrition knowledge level, and 3) relationships between snack behaviors and snack-related nutrition knowledge. A convenience sample (N = 372), drawn from 5th and 6th graders of an elementary schools in Siheung-si, Gyeonggi-do, completed a pre-tested questionnaire. More than 85% of the participants snacked more than once per week. Most (77%) had their snacks at home. Fruit and fruit juice were the most frequently consumed and the most liked snack items. Taste was the most important in choosing a snack item closely followed by health/nutrition. Snack-related knowledge level was relatively high and the participants obtained their nutrition knowledge through mass media (30.4%) and family/friends (29.0%). Snack-related nutrition knowledge level and snack consumption behaviors showed positive relationships in various areas such as choosing more nutritious snack items and checking nutrition labels. Although this study was limited by its cross-sectional study design, these positive relationships suggest that better nutrition knowledge could result in better behaviors. Results of this study indicated that factual nutritional knowledge has been well transmitted to students. Therefore, future nutrition education on snacking could focus more on providing problem-solving and operational knowledge.
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