Global Marketing Strategies of Korean Laver Exportation through Image, Selection Attribute, Familiarity: A Focus on Four Countries

Abstract

Purpose - The study was designed to identify the different perceptions of the image of Korea’s laver, selection attributes, and familiarity by different nations of consumers and relationships which effect acceptance. Design/Methodology/Approach - Data samples were collected via an online survey of consumers from China, the U.S., Thailand, and Japan that have eaten Korean laver in the past. A total of 400 questionnaires were collected, and 356 responses, a rate of 89%, were used for data. Findings - First, there were significant differences in the image of Korean laver by country. The U.S. showed Korean laver images in the order of safety, value, exotic, premium, and craftsmanship, while China recognized laver in the order of safety, exotic, craftsmanship, value, and premium. Japan recognized it in the order of safety, value, exotic, premium, and craftsmanship. Second, there were also significant differences in selection attribute of laver by country. China chose in the order of taste, origin, and brand, while Japan chose in the order of taste, safety, and brand. Japan also chose in order of flavor, safety, and brand. Thailand chose in the order of taste, safety, and origin. The U.S. chose taste, nutrition, and brand. Third, consumer familiarity with Korean laver differed significantly by order of country. Fourth, familiarity had a significant effect on acceptance intention. Research Implications - The current research results offer managerial insights as well as a practical point of view that increases the utilization rate by identifying the perceptions of Korean laver in major target export nation consumers. According to the findings of our research, the results help establish marketing strategies by understanding the strengths and weaknesses of Korean laver’s image and selection attributes. Furthermore, it is important to recognize the familiarity of different countries’ consumers in order to enhance their acceptability of Korean laver.