Perceptions and preferences of Vietnamese consumers on Korean food:

Abstract

The purpose of this research is to examine Vietnamese customers’ perceptions and preferences for Korean cuisine, particularly in Hanoi city. A quantitative research approach was used to conduct the study among Vietnamese consumers aged 16 and above. In total, 691 Vietnamese respondents completed self-administered surveys in Hanoi (19.8 percent male and 80.2 percent female), and the questionnaire was administered online using Google Docs, written in Vietnamese before being translated into English. The research methods were gathered from a variety of online and offline sources, including books, official sites, historical data, and other research, which aided in determining the answers to research questions. The survey and analytical outcomes of the study were summarized as follows. It was discovered that citizens of Hanoi city are interested in and enthusiastic about Korean cuisine. The primary reasons for Korean food preferences, according to the study, were taste, freshness, cleanliness and sanitation, healthy ingredients, and a variety of side dishes. When selecting a restaurant, the taste of the food, the price, and the atmosphere were all said to be taken into account by the respondents. Accordingly, they claimed it would be desirable to enhance certain features of Korean cuisine by lowering spiciness, spice content, and saltiness, or to provide a menu that allows consumers to choose the level of spiciness. The majority of respondents said they would like to see the price of Korean food lowered, with prices ranging between VND200,000 to VND300,000 per meal. To determine what variables influence Vietnamese customers’ perceptions and preferences for Korean cuisine in Hanoi, hypotheses such as factors affecting country image, demographic factors, and food similarity were explored. As a consequence, preferences for K-pop, Korean celebrities, Korean dramas, and travel experiences were found to influence positively Vietnamese perceptions and preferences for Korean cuisine. On the contrary, interest or experiences in studying Korean language was found to not affect consumers’ preferences for Korean food. Female respondents were significantly more aware of and preferred Korean food than male respondents. In addition, it was found that the preferences for Korean food among young people was relatively high. In addition, the similarities between Korean food and Vietnamese food were found to have also influenced the perceptions and preferences of Vietnamese patrons for Korean food. This suggests that people are more likely to accept food that is deemed similar to their traditional cuisine when they are introduced to new dishes. According to the results of the survey, it can be concluded that Vietnamese people were very interested and positive about Korean food. However, from a long-term perspective, it should be mentioned that in order for Korean restaurants in Vietnam to succeed, it is necessary to slightly modify the tastes of Korean food to suit the taste of the local Vietnamese and it would be desirable to localize the menus of Korean restaurants to better suit their local customers.