Chinese Consumption Patterns and Marketing Strategy for Korea's Agro-Food Export

Changsoo Shon

Journal of Rural Development/Nongchon-Gyeongje, 2013, vol. 36, issue 2

Abstract: After starting the negotiation for FTA between Korea and China, Korean efforts to promote exportation of Korean agro-food for Chinese consumers have been intensified. However, few papers tried to analyze Chinese consumers’ behavior about Korean food in Chinese market, which is the initial point to discuss about export promotion of Korean agro-food. The purpose of this paper is to analyze consumers' behavior about Korean food in China. This research conducted a survey in 4 major cities (Beijing, Shanghai, Guangzhou, and Tsingtao) and presented suitable market segmentation and target market for Korean agro-food in Chinese market through a factor analysis and a cluster analysis. The study results present the possibility of increasing consumers’ preference in Chinese market. Korean agro-food is preferred by the consumer group with higher income and education level. Consumers in Beijing, in particular, might be the first target market for Korean agro-food.

Keywords: Consumer/Household Economics; International Relations/Trade (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:ags:jordng:330582

DOI: 10.22004/ag.econ.330582

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