Development and Marketing of a Soy-Fortified Bread in Korea: A Case Study

摘要

In 1976 the Market Research and Development Center at Texas A&M University undertook a cooperative program with the Nutrition and Agribusiness Group, Office of International Cooperation and Development of the United States Department of Agriculture. The purpose of this program was to assist in the design and evaluation of food marketing programs related to nutrition intervention projects in developing countries. More specifically the focus was on intervention efforts involving the commercial marketing of nutritionally improved food products aimed at particular at-risk target populations in these selected developing countries. This publication reports on the first of the projects undertaken, the development and market testing of a soy-fortified bread product in South Korea. It is an overview of the entire effort and a review of the specific development activities, market research procedures and findings and the conclusions which may be drawn from the project. Other reports of the groups which conducted the specific market research activities are listed in the references and may be consulted for more detail. It is anticipated that this report will be useful to readers who wish to review the specific project as well as those who may be interested in the general design and approach to consumer and market testing of a product such as this in a developing country.