The purposes of this study were to investigate the Chinese consumers’ consumption and perception about Korean milk. This study surveyed 400 Chinese consumers who resided in Beijing and Shanghai metropolitan area.
According to the survey, seventy five respondents had experienced Korean milk, especially fresh milk. Chinese consumers were familiar with Korean milk brands, and chose products from out of two or three brands. Chinese consumers perceived that the strengths of Korean milk were food safety and sanitation, and weaknesses were high price. However, they perceived that the high price of Korean milk was reasonable compared to Chinese milk. They expected the consumption of Korean milk would be reached to a certain level continuously. To extend the consumption of Korean milk in Chinese market, Korean milk industry has to try to increase safety and secure the price competitiveness.