An Exploratory Study on Selection Attributes and Preferences based on Kimbap Consumption Tendency among Toronto Residents, Canada Minchang Lee Hotel & Foodservice MBA Major, Seoul, Korea = 캐나다 토론토 거주자의 김밥 소비 성향을 기반으로 한 선택 속성 및 선호도에 관한 탐색적 연구

다국어 초록 (Multilingual Abstract)

An Exploratory Study on Selection Attributes and Preferences based on Kimbap Consumption Tendency among Toronto Residents, Canada by Minchang Lee Major of Hotel and Foodservice MBA, Graduate School of Kyunghee Cyber University, Seoul, South Korea Advised by Ph.D. Hye Young Kim This study analyzed the consumption tendency, selection attributes, and consumer preference of Kimbap among 236 residents in Toronto, Canada, aged 20 to 60. The survey was conducted using Google Forms for approximately four months, from March to mid-June 2025, and data analysis was performed using the SPSS 25.0 program. The study aimed to propose strategic implications and actionable improvement methods for enhancing Kimbap preferences based on a survey of Kimbap consumption tendency, selection attributes, and preferences among residents of Toronto, Canada. The primary objective was to derive methods to improve consumer preferences by investigating the Kimbap consumption tendency and selection attributes of Toronto residents. Based on the results of this survey, the following measures are proposed to enhance Kimbap preferences. Regarding the strategy to increase preferences, maintaining taste and quality is crucial, as 90.7% of respondents have a positive perception of Kimbap, mainly due to its sensory attributes including taste, aroma, and texture. Consequently, maintaining and improving the taste and quality of Kimbap is crucial. Simultaneously, strategies to enhance purchasing convenience are necessary, particularly for people aged 30 to 40 and older, who exhibit a positive perception of Kimbap due to both its taste and the convenience of purchasing it. Therefore, increasing accessibility is required to raise their preferences. To expand the consumption experience, information channels must be utilized effectively. Information acquisition primarily occurs through recommendations from others (32.6%) or social media (29.2%). Thus, providing continuous information through social media is important. Furthermore, experiential marketing through tasting events is recommended, as a significant number of respondents (25.4%) acquire information about Kimbap by sampling it directly at the place of purchase. This behavior is especially prominent among people aged 30 to 40 and older, so opportunities for consumers to experience Kimbap and recommend it to others should be increased through tasting events. There is also a critical need to diversify and develop customized menus. Many respondents cited 'Menu Diversity' as an area for improvement, along with taste (30.1%). Menu diversity was also considered important by women, people with a lower educational attainment, and those with an annual salary of less than $30,000. Consequently, customized menus should be developed to address demographic variations. For example, vegetable Kimbap is preferred by people in their 20s, while beef Kimbap is preferred by those in their 30s and 40s or older. The core menu portfolio should consist of vegetable Kimbap (36.4%), beef Kimbap (32.2%), and tuna Kimbap (29.7%). Additionally, distribution and packaging systems require optimization. 'Distribution attributes' (3.76 points) and 'Packaging attributes' (3.57 points) were considered relatively important factors in the selection of Kimbap. Targeted improvements are necessary, as women, people in their 30s, and highly educated individuals placed greater importance on these attributes. Improving the convenience and quality of distribution and packaging for these specific groups is necessary to increase satisfaction. A differentiated pricing policy is advised. Respondents mainly purchased Kimbap priced under $10 (45.3%) or between $10 and $15 (43.6%), establishing these as the main selling prices. However, a tiered pricing strategy is required, since preferred price points differ by age, education, and income level. For example, those in their 20s prefer Kimbap priced under $10 to $15, while people in their 30s and 40s or older prefer Kimbap under $10. Finally, product specifications regarding weight and calories must be clearly communicated. While 200g (one roll) was the most preferred weight, specific subgroups including people in their 40s or older, those with a graduate degree or higher, the self-employed, and those with an annual salary of over $70,000 tended to prefer 400g (two rolls). Therefore, products of various weights should be offered. Nutritional transparency is also crucial; while the most preferred calorie range was under 450 to 900kcal, individual differences existed. For example, people in their 30s preferred Kimbap under 450kcal, and those with lower educational attainment preferred Kimbap under 900 to 1350kcal. Accurate calorie information should be provided so that consumers can choose products that meet their needs. Implementing these six measures is expected to substantially improve the market position of Kimbap among residents in Toronto, Canada. The study also notes that Toronto is a city with many young, multi-ethnic immigrants, making it a place where the spread of convenient food like Kimbap is fast and highly responsive to trends. The study's results are considered meaningful as foundational data for the expansion of K-food Kimbap in other North American cities outside of Toronto. However, the study has limitations as it was confined to office residents in Toronto, making it difficult to generalize the findings to all of Canada. Future research should expand the study's scope to other Canadian cities and a broader range of the general population. Key words Kimbap, Consumption Tendency, Selection Attributes, Residents in Toronto, Preference

목차 (Table of Contents)

• Abstract ⅷ
• I. Introduction 1
• 1. Necessity of the Study 1
• 2. Purpose of the Study 2
• 3. Study Question 4
• 4. Study Scope and Limitations 4
• 5. Study Flow 6
• Ⅱ. Theoretical Background 7
• 1. Hallyu(Korean Wave) and Toronto Kimbap 7
• 1) Hallyu and the Popularity of Kimbap 7
• 2) Toronto Kimbap 9
• 2. The Definition of Convenience Food and Kimbap 14
• 1) The Definition of Convenience Food 14
• 2) Types of Convenience Food 15
• 3) Convenience Food and Kimbap 16
• 4) Why Kimbap is a Preferred Convenience Food for Toronto Residents 16
• 3. Selection Attributes of Convenience Food 17
• 1) Food Attributes 18
• 2) Information Acquisition Channel Attributes 19
• 3) Menu Variety Attributes 20
• 4) Distribution and Packaging Attributes 20
• 5) Price Attributes 21
• 6) Product Information Attributes 22
• 2. Analysis of Previous Studies 23
• 3. Limitations of Previous Studies 26
• 4. Study Differences and Positioning 26
• Ⅲ. Study Method 28
• 1. Study Subjects and Procedures 28
• 2. Questionnaire Composition 28
• 3. Data Processing and Analysis Methods 29
• Ⅳ. Study Results 30
• 1. Demographic Characteristics of the Subjects 30
• 2. Validity and Reliability Verification 31
• 1) Validity Verification 31
• 2) Reliability Verification 32
• 3. Kimbap Consumption Tendency 33
• 1) Number of Times Kimbap is Consumed 33
• 2) Locations to Consume Kimbap 35
• 3) Purpose of Purchasing Kimbap 36
• 4) Expenses for Purchasing Kimbap 38
• 5) Companion for Consume Kimbap 39
• 6) Time to Purchase or Consume Kimbap 40
• 7) Reasons for Purchasing Kimbap 41
• 8) Sources of Information for Purchasing Kimbap 43
• 9) Awareness of Kimbap 44
• 9)-1. Reasons for Positive Perception of Kimbap 45
• 9)-2. Reasons for Negative Perception of Kimbap 47
• 4. Kimbap Selection Attributes 47
• 1) Overall Kimbap Selection Attributes 48
• 2) Differences in Kimbap Selection Attributes according to Demographic Characteristics 48
• 5. Kimbap Preference 50
• 1) Preferred Weight when Purchasing Kimbap 50
• 2) Preferred Preparation Method When Purchasing Kimbap 51
• 3) Preferred Price when Purchasing Kimbap 53
• 4) Preferred Calories when Purchasing Kimbap 54
• 5) Preferred Menu when Purchasing Kimbap 55
• 6) What needs to be Improved the most to Popularize Kimbap 57
• Ⅴ. Conclusion 59
• 1. Summary of the Study 59
• 2. Conclusion: Implications for Enhancing Kimbap Preferences 61
• 1) Strategy to Increase Preferences for Kimbap 61
• 2) Expanding Kimbap Consumption Experience 61
• 3) Menu Diversification and Customized Menu Development 62
• 4) Improving Distribution and Packaging 62
• 5) Differentiated Pricing Strategy 62
• 6) Providing Information on Weight and Calories 63
• 3. Suggestions 64
• References 65
• <!-- Not Allowed Tag Filtered -->&lt;Appendix: Questionnaire&gt; 69
• Table Contents
• Table 2-1.
• Types and Prices of Kimbap Sold at 「Galleria Supermarket」 and 「H-Mart」 11
• Table 2-2.
• Previous Studies related to Convenience Foods 24
• Table 3-1.
• Questionnaire Composition 28
• Table 4-1.
• Demographic Characteristics of the Subjects 30
• Table 4-2.
• Validity Verification of Kimbap Selection Attributes 32
• Table 4-3.
• Reliability Verification 33
• Table 4-4.
• Number of Times Kimbap is Consumed 34
• Table 4-5.
• Places where Kimbap is Consumed 35
• Table 4-6.
• Purpose of Purchasing Kimbap 37
• Table 4-7.
• Expenses on Purchasing Kimbap 38
• Table 4-8.
• Companions for Consuming Kimbap 39
• Table 4-9.
• Time period for Purchasing or Consuming Kimbap 40
• Table 4-10.
• Motivation for Purchasing Kimbap 42
• Table 4-11.
• Sources of Information on Purchasing Kimbap 44
• Table 4-12.
• Perception of Kimbap 45
• Table 4-13.
• Reasons for Positive Perception of Kimbap 46
• Table 4-14.
• Reasons for Negative Perception of Kimbap 47
• Table 4-15.
• Overall Kimbap Selection Attributes 48
• Table 4-16.
• Differences in Kimbap Selection Attributes according to Demographic Characteristics ·· 49
• Table 4-17.
• Preferred Weight when Purchasing Kimbap 51
• Table 4-18.
• Preferred Manufacturing Methods when Purchasing Kimbap 52
• Table 4-19.
• Preferred Prices when Purchasing Kimbap 53
• Table 4-20.
• Preferred Calories when Purchasing Kimbap 55
• Table 4-21.
• Preferred Menu when Purchasing Kimbap 56
• Table 4-22.
• What Needs to be Improved the most to Popularize Kimbap 57
• Figure Contents
• Figure 1-1.
• Study Flow 6
• Figure 2-1.
• 'K-Pop Demon Hunters' and the Kimbap One-bite Challenge 9
• Figure 2-2.
• Total Employment in the City of Toronto, 1983-2024 10
• Figure 2-3.
• Dedicated Kimbap Restaurants in Toronto 14