Analyzing the determinants of attitude, behavior, and satisfaction in the Korean market
implications for the growing food and beverage industry of Southeast Asia
Southeast Asia, as an economic region united under ASEAN, is undergoing rapid transformation in its food and beverage industries. Through current technological improvements, interregional collaboration, and food chain developments, Southeast Asia’s food and beverage industry is the fasting growing industry within the region and projected to become a major food supplier to the world. As food producers are seeking new markets to export to, overseas consumer attitudes and behavior become major variables for consideration. Eating is among the most intimate behaviors in humans, and as such, the process is underpinned by many sociological and psychological factors that influence how it is performed. The aims of this study are to determine the influences of attitude formation, behavior, and satisfaction in the Korean market, with specific reference to the products of the food and beverage industry of Southeast Asia. Moreover, this study employs the theoretical frameworks of the Theory of Planned Behavior and others to understand the psychological processes that take place between forming beliefs and actual consumption. The key findings reveal that Korean consumers are influenced by both the traditional food attributes such as quality, price, and availability, while also extraneously influenced by perceived family influence and perceived societal influence in their attitude formation. The findings of the latter support the application of the Theory of Planned Behavior in the Korean consumer context. These factors, through the proposed model of study, were also statistically proven to influence behavioral intention of the sample group through willingness to purchase. In addition, satisfaction with prior purchase was also shown to be a determinant of consumer attitude, while the determinants of expected satisfaction were inconclusive. Lastly, the study identifies which subcategories within the food and beverage industry tend to be poorly received by Korean consumers. The results of the modelling and analyses of this study indicate the necessity for the concurrent development of innovative marketing strategies and quality improvements in the industry as it follows its projected growth course and expansion outwards.
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