Korean J Community Nutr.  2019 Oct;24(5):374-383. 10.5720/kjcn.2019.24.5.374.

Consumer Innovativeness and Consumption Behavior of New Sauce Products for the Japanese Consumer

• Kim SJ
• You SY
• Lee MA
• Park E

• KMID: 2462150
• DOI: http://doi.org/10.5720/kjcn.2019.24.5.374

Abstract

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.

Keyword

new sauce product; Japan; theory of planned behavior; consumer innovativeness; consumption behavior

MeSH Terms

Asian Continental Ancestry Group*
Behavior Control
Humans
Intention
Japan
Marketing
Restaurants

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