Consumer perceptions of ‘traditional doenjang’ using a free word association test

Background: Doenjang (fermented soybean paste) is a traditional Korean ingredient that has long been part of Korean cuisine. Commercial, mass-produced doenjang products are prevalent in the Korean market, and consumer demand for traditionally produced doenjang is steadily decreasing. An understanding of consumers' perceptions of traditional doenjang can serve as a foundation for sales and marketing strategies that are informed by consumer insights. The objective of the current study was to determine consumers' perception of traditional doenjang using a free word association test. Results: A total of 339 participants responded to the survey, each carefully recruited from a predetermined demographic quota. A total of 906 valid words were elicited, representing 2.67 words per person, and these were categorized into six dimensions and 11 sub-categories. Significant differences according to residential area were observed in four dimensions: ‘sensory,’ ‘foods,’ ‘health’ and ‘fermentation.’ Overall, the sensory dimension was the most dominant psychological concept relating to traditional doenjang among all consumers. Conclusion: Consumers' sensory perceptions of traditional doenjang were mostly flavor-related under sensory dimension such as ‘gu-soo flavor,’ a well-aged, and well-fermented flavor. There was a difference in the perceptions of traditional doenjang according to age and residential area.