Research Reports
Consumer Evaluation of Traditional Foods and Measures for Market Revitalization
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AuthorLee, Kyeiim
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Publication Date2006.11.01
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Original
The study is designed to understand characteristics of the traditional food market and to propose government policies for improving traditional foods and marketing plans. ABSTRACT
ABSTRACT
The findings indicate the Ministry of Agriculture and Forestry should develop a legal foundation to enhance commercialization and marketability of traditional foods. The ministry is also needed to support technical and R carry out PR and training; and introduce a management system to meet the hygiene criteria for regular foods. In the long term, the hygiene and labeling specifications for regular foods should be applied to traditional foods; it is needed to develop a model such as HACCP for traditional foods.
When a certification system for traditional foods is introduced, the name and mark should be improved, and the scope of application should be limited to cases where traditional foods are made with locally produced raw materials only and where specific traditional production methods are applied. As in the European Union, the specifications for traditional foods should be improved to articulate production methods in detail. Follow-up management efforts to observe certificate details should also be strengthened; and a proper labeling system should be created to deliver information on traditional foods to customers.
For Kimchi, new markets including school lunch and export should be explored, and price competitiveness should be secured by pursuing scale-up and standardization. When it comes to traditional sauces, the production methods are distinctive from each other. Consequently, the most effective method is to improve product quality and use high-quality raw materials. Traditional Korean cookies called Hangwa is a favorite food and top performing producers tend to dominate the market. For the market, the pursuit for fusion food and the improvement of convenience in consumption, and other diversification strategies, can be made and implemented. It is forecast to be better to enhance the quality of raw materials and improve the package design. For Kimchi, it is needed to expand the size of businesses and develop co-brands. For traditional sauces, the creation of producer clusters and the use of production sites as tourism assets will be needed along with differentiated PR activities and product lineup. For Hangwa, it also needs to be transformed into a tourism asset, whereby consumers can gain a better understanding of the traditional food through production site tours. Furthermore, Hangwa should be linked to restaurant industry to create more demand.
When developing traditional foods, the overall taste and quality should be improved in ways that can boost customer preference and strengthen trust in products. The package should be improved as well to ensure the convenient consumption of traditional foods without damaging original tastes.
Researchers: Lee, Kyei-Im and Kim, Min-Jeong
Research period: 2006. 1 - 2006. 11.
E-mail Adress: lkilki@krei.re.kr
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