CONSUMERS' PURCHASING PATTERNS AND PREFERENCES FOR SUBTROPICAL VEGETABLES IN KOREA
This study examines the possible niche markets for subtropical vegetables in Korea that would allow local farmers to regain their advantage over large farms who mainly focus on mainstream consumers and vegetables. A survey was conducted during this study to see if there exists a strong demand for subtropical vegetables in the Korean market. Respondents of the survey indicated that they most frequently bought Water-convolvulus vegetables and Bitter gourd (bitter melon) at grocery shops once every two weeks or once a week. Most of the produce was of good quality, but was expensive. The lack of availability of produce items acted as a barrier to increase quantities purchased. Furthermore, the results from the statistical modeling showed that ethnicity, state of residency and easy availability appear to play significant roles in expanding the demand for subtropical vegetables in regional areas or local markets. Therefore, we can assume that farmers may take advantage of unexploited economic opportunities by establishing ethnic food markets, particularly in the vicinity of metropolitan cities or inner city industrial districts where international immigrants reside and/or work. Since the market for subtropical vegetable is just entering the introductory phase of its product lifecycle, raising awareness of these products among the mainstream population will be required to expand the overall market opportunity for them.
Sung-Yong Kim, (2014). CONSUMERS' PURCHASING PATTERNS AND PREFERENCES FOR SUBTROPICAL VEGETABLES IN KOREA. Acta Hortic. 1037, 687-693
subtropical vegetables, consumers survey, niche market, product attributes, consumer evaluation, marketing strategy