Efforts to globalize a national food: Market segmentation by reasons for ethnic food preferences

Abstract

Purpose

This paper aims to gain insight into the preferences of US customers regarding Korean food, and to categorize these customers according to the reasons for their preferences.

Design/methodology/approach

The study was conducted with a sample of customers in Korean restaurants in the USA.

Findings

Cluster 1 was a group whose members were attracted to Korean culture; Cluster 2 was a group whose members were passionate about Korean food; Cluster 3 was a group seeking healthy and exotic food; and Cluster 4 was a low-interest group. Each cluster had a different socio-demographic profile, favored a different Korean menu, identified different success factors for Korean restaurants, described different expectations and experiences of Korean restaurants and had different preferences regarding Korean food services.

Practical implications

Active promotion of Korean food and Korean culture may be appropriate for Cluster 1, while developing a healthy and exotic menu may attract Cluster 3. Maintaining Cluster 2 is deemed important, while a strategic approach is necessary to appeal to Cluster 4.

Originality/value

This study will contribute theoretically and practically to understanding food globalization, ethnic restaurants and segmentation by preference reasons.

Citation

Kim, S.(S)., Choe, J.Y. and Lee, A. (2016), "Efforts to globalize a national food: Market segmentation by reasons for ethnic food preferences", International Journal of Contemporary Hospitality Management, Vol. 28 No. 10, pp. 2310-2330. https://doi.org/10.1108/IJCHM-03-2015-0151