@article{Kim:235512,
      recid = {235512},
      author = {Kim, Hyeyoung and House, Lisa A.},
      title = {Societal Context and Its Impact on Demand for New  Products: the case of grapefruit in South Korea},
      address = {2016},
      number = {333-2016-14826},
      series = {P9378},
      pages = {32},
      year = {2016},
      abstract = {The average grapefruit consumers in South Korea first  consumed the fruit within the past four years.  Marketing  growth and development have led to increased imports of  grapefruit in South Korea.  This study investigated factors  influencing grapefruit consumption experiences and  consumption patterns after initial consumption, focusing on  social context, and further divided by physical and social  context.  Survey results showed that approximately 80% of  consumers have consumed fresh grapefruit.  Physical  contexts such as living area and accessibility of fresh  grapefruit were important for consumption experiences, but  social facilitation such as having family and peers who  like grapefruit were significantly related to repeated  consumption.  The popularity of grapefruit (boom)  influenced not only grapefruit consumption experiences but  repeated and returned consumption. Taking prescription  medication was a barrier for trying grapefruit, and health  conscious consumers were more likely to have stopped  consuming grapefruit, which may raise a potential issue of  grapefruit-medication interactions in the South Korean  market in the future, as has happened in the U.S. and  Japan.},
      url = {http://ageconsearch.umn.edu/record/235512},
      doi = {https://doi.org/10.22004/ag.econ.235512},
}