고추장 수출 확대를 위한 현지 시장 침투 척도 연구

Abstract

This study aims to determine the extent to which Korean gochujang has penetrated the local market in overseas markets and to identify markets with high growth potential. To this end, the amount of gochujang exported to each country was divided by the number of Korean residents in each country to determine how much of the exported gochujang was consumed by Korean residents and local residents, and the results were analyzed. Considering that the annual per capita consumption of gochujang in Korea is 0.799 kg, when the export volume of gochujang (kg) in the local market is divided by the number of overseas Koreans, the market was divided into those with a χ value of 5<χ<10 and those with a value of 10 χ. According to the result, if the per capita consumption of gochujang is 5~10 kg, it can be assumed that some locals are consuming gochujang along with overseas Koreans, and there is a possibility of market development and it can be viewed as an introduction stage of the product life cycle, so the market was classified as a “recommended entry country.” If the per capita consumption is 10 kg or more, it can be viewed as locals actively using gochujang, and it can be viewed as a growth stage of the product life cycle, so the market was classified as a “strategic entry country.” Existing market research can be of some help to companies seeking to enter the market by providing market information, but it cannot predict how much the exported product has penetrated the local market and how much more the market can expand. However, the significance of this study lies in the fact that it predicted the possibility of penetration into the national gochujang market by using only two factors: the previously presented amount of gochujang exports and the number of local Korean residents.