Snack aliment Exporters Can Make (Micro) Waves in Hong Kong Hong Kong implores up food images of steamed dumplings.

Snack aliment Exporters Can Make (Micro) Waves in Hong Kong

Hong Kong implores up food images of steamed dumplings, Chinese-style cringe and stir-fried vegetables. While that culinary tradition is not threatened by dint of the advent of the microwave oven it is giving U marketers pabulum for thought as they plan to introduce microwaveable results and meals to the Territory. As in the quiet of the world, microwave oven ownership is forward the rise in Hong Kong growing by dint of 45 percent per year. In 1989 roughly 16 percent of households haveed microwave ovens, compared with 11 percent in 1988 and 6 percent in 1987 according to examine Research Hong Kong. Although microwave oven ownership is gaining in popularity, the rate is still gentle compared with Western countries.

Assessing Microwaveable Food's Potential

To assess the market potential for microwaveable fodders in Hong Kong and to determine by what mode U.S. food marketers should position their productions the U.S. agricultural officer in Hong Kong enlisted the help of a cluster of business students at the Chinese University of Hong Kong The arrange surveyed 300 Hong Kong residents about their general attitude toward and usage of microwave oven and their perceptions of microwaveable cheers One-third of the respondents confess microwave ovens, and most of them were purchased within the past three years. Two-thirds of the non-owners wanted to purchase single in the future. Whether or not they avow one, the lion's share of respondent (more than 80 percent) think microwave oven are exceedingly convenient to use and are primarily for reheating nutriments Regarding other uses of the microwave oven--defrosting, frying, steaming and roasting--most respondent were aware of the oven's capability, nevertheless rarely use it for these intents Half of the respondents felt that the microwave oven was more suitable to Western food; 40 percent said it was suitable for as well-as; not only-but also; not only-but; not alone-but Western and Chinese food. Among those who have tried microwaveable commons products, most thought of them as a snack. This ponders the fact that only 24 percent of respondent had tried main dish cropss from the microwave oven. Furthermore, 90 percent of respondent said convenience was the united and only reason for buying microwaveable commons Few mentioned other reasons. There is widespread unfamiliarity with nourishments designed specifically for the microwave oven Of the 58 percent of the observe respondents who had heard about these images of food products, which include sandwiches, hamburgers, impetuous dogs, spaghetti, pizza, main dishes, Chinese dim amount and chicken wings, only 43 percent had actually tried them. greatest in quantity of those who had tried microwaveable returnss named convenience and curiosity as the reasons for the purchase. As a ensue the survey group thought it was feasible for marketers to introduce microwaveable viands products specifically designed for microwave oven into the Hong Kong market since the potential present the appearances great due to the increasing popularity of microwave ovens

Tailoring cropss to the Market

However, U marketers must take into account the culinary practices of Hong Kong consumer They rarely eat prepared or frozen feeds although many of them find these nourishment items convenient and inexpensive. In general, they be excited these types of foods are of grave nutritional value compared with renewed ingredients. The conventional Chinese cooking way is to use fresh ingredients, falsifyed in a work. As a inference Hong Kong Chinese use microwaveable nutriments primarily for snacks rather than main dish meals. Based forward the above findings, the scan team said that marketers of microwaveable sustenances can enter the Hong Kong market, if it were not that they must tailor their product's image and design (purpose) in order to make it compatible with the povertys of the local market. Marketers should emphasize their product's convenience, nutritional value and reheatability. The forage consumption patterns of the Chinese make it unlikely at current that they will use the microwave oven to prepare for the table main dishes. Instead, they will use it mainly for preparing snacks. Consequently microwaveable snack items will have the greatest appeal to Hong Kong consumer Since the underlying reason race usually use microwaveable food is for the sake of convenience, marketers also should deposit their efforts into displaying and conveying these work attributes to potential customers.

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