• Journal of Distribution Science
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• v.13 no.9
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• pp.59-70
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• 2015

Purpose - This study aims to suggest strategies for Korean enterprises advancing into the Vietnam bakery market by analyzing the effects of perceived values on brand preference and purchase intention among Korean and Vietnamese consumers. Research design, data, and methodology - The perceived value model designed includes functional (price, quality), emotional, and social values. The survey collected data from 500 consumers in Seoul (Korea) and HoChiMinh (Vietnam). The SPSS 18.0 package was used for analysis. Results - First, among Vietnamese consumers, perceived value had a positive (+) effect on global brand preference in the order of functional value of quality, social value, and the functional value of price. However, from an ethnocentric trend and brand image origin, emotional value had a negative effect on global brand preference. In contrast, among Korean consumers, perceived value had a positive (+) effect on global brand preference in the order of functional value of quality, the functional value of price, and the social value. However, emotional value had no effect on global brand preference. Second, for both Korean and Vietnamese consumers, perceived value had a significant positive effect on purchase intention. Third, unlike the Korean consumer, for the Vietnamese consumer, global brand preference had a significant effect on purchase intention. Conclusions - The study implies the following. First, the Vietnamese bakery market has a high proportion of middle-aged customers in their 40s (64%). In terms of monthly income, there was a large proportion (40%) of high-income earners (over $325). Therefore, bakery consumption can be seen as concentrated among middle-aged and high-income consumers. Based on this, bakery strategies should include efforts to increase purchase prices as well as ways to attract local consumers (large cities). Second, unlike Korean consumers, among Vietnamese consumers, the resistance to a global brand based on emotional value (the ethnocentric tendency and brand image origin) can be seen as relatively low. Thus, in the case of the Vietnam bakery market, to increase a global brand's preference, the company should develop a differentiated strategy so that Vietnamese consumers can recognize it better, focusing on product quality, good service quality, and price in the local environment and on social value for social development. Third, in the case of the Vietnamese customer, we found that social value exerts the greatest influence on purchase intention. Therefore, a brand that engenders an image of building the local Vietnamese community can achieve a higher social value and influence purchase intention. In addition, although Vietnamese consumers have ethnocentric tendencies in terms of products, we found that if it is a preferred global brand then there are intentions to purchase. Fourth, in the case of Vietnam, if the preference for global brands is formed, consumer awareness may be connected to purchase intention. Therefore, global brands operating in Vietnam should pay attention to how to improve consumer preferences for global brands in order to increase purchase intention.

• The Journal of Society for e-Business Studies
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• v.16 no.3
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• pp.191-209
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• 2011

In a buyer-seller transaction process, 'value for money,' a measure of quality-price-ratio, is one of the most important criteria for buyers' purchasing decisions. The purpose of this paper is to suggest a method which helps online shoppers choose the best of several sellers offering homogeneous goods. We suggest FDH (free disposal hull) model, an applied model of data envelopment analysis (DEA), for online buyer-seller transactions and verify it with the data from an Internet comparison shopping site. For this purpose, we analyze consumer choice behaviors by examining how consumers respond to different sale conditions such as price, brand, or delivery time. Then, we implement a seller recommendation system to support buyers' purchasing decisions. We expect our FDH model to provide valuable information for rational buyers who want to pay the least price for high quality products/services and to be used in implementing automated evaluation processes in micro transactions. Moreover, we expect that our results can be utilized for sellers' benchmarking strategies which help sellers be more competitive by showing them how to attract buyers.

• Journal of Digital Convergence
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• v.12 no.12
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• pp.457-467
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• 2014

The purpose of this study was to induce continuing health screening of the examinees of the health promotion centers by identifying reason of health screening, selection factors of health promotion center, satisfaction level for health promotion center and revisit intention for the examinees who have utilized the health promotion centers of hospitals in Busan and also understanding the examinees' preferences. This study has been conducted from 2, 22.~4, 5. 2013 with the 892 examinees who had utilized the 10 medical institutes in Busan. And the frequency, ${\chi}^2$-test, t-test, ANOVA, logistic regression was analysed. The summary of the study results is as follows. In terms of health screening type, those with office worker physical examination, those with revisit had the highest frequency whereas the group with no disease and the group of being healthy for subjective health condition had the highest frequency. As for the determination factors of health promotion center, accessibility, partnership work, acquaintance recommendation was found to be the highest and followed. And as for the satisfaction level of health promotion center, satisfaction level for accessibility and medical check-up was found to be the highest with 3.59 points, and followed by satisfaction level for brand name, facility, the economic cost. Finally, as for the revisit intention had the highest frequency. Based on the study results above it would be necessary to establish a reasonable price structure in revitalizing promotion and improving health program.

• Journal of the Society of Cosmetic Scientists of Korea
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• v.30 no.1
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• pp.103-116
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• 2004

The goal of this study was to get the basic data for the domestic cosmetic industry, through analyzing female college ,students’ responses to cosmetic care of hair and their behavior, and their preference for hair cosmetics and brands. In their level of understanding and concern of hair cosmetic care, as well as their general knowledge, ‘dyed or decolorized hair’ types had the highest response rate at 49％, followed by ‘permanent wave’ type at 39％. Thus they were very interested in hairdressing-related operations, and even they made an attempt to do it directly. In the ways and management for dealing with harmful side effects caused by dyeing, decolorizing, or permanent, 74.7％ of the respondents experienced adverse effects, as well as having complaints, after permanent wave. Of the complaints 245 students experienced, ‘hair damage’ was the highest rate of 42.4％, followed by ‘unsatisfied with hair style’ at 19.8％. From the above results, female college students showed a various interest in hair cosmetic care; however, they had little knowledge in this regard. Accordingly, it is necessary to educate them for the segmentation of hair cosmetics and the appropriate hair care, to meet their diversified cosmetic needs which becomes diversified, and to offer them the correct information of hair beauty.

• Journal of the HCI Society of Korea
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• v.11 no.2
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• pp.15-22
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• 2016

The ways to interact with digital appliances are becoming more diverse. Users can control appliances using a remote control and a touch-screen, and appliances can send users feedback through various ways such as sound, voice, and visual signals. However, there is little research on how to define which output method to use for providing feedback according to the user' input method. In this study, we designed an experimental study that seeks to identify how to appropriately match the output method - voice and sound - based on the user input - voice and button. We made four types of interaction with two kinds input methods and two kinds of output methods. For the four interaction types, we compared the usability, perceived satisfaction, preference and suitability. Results reveals that the output method affects the ease of use and perceived satisfaction of the input method. The voice input method with sound feedback was evaluated more satisfying than with the voice feedback. However, the keying input method with voice feedback was evaluated more satisfying than with sound feedback. The keying input method was more dependent on the output method than the voice input method. We also found that the feedback method of appliances determines the perceived appropriateness of the interaction.

• Journal of Distribution Science
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• v.12 no.12
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• pp.107-118
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• 2014

Purpose - Due to the recent slowdown of growth in global luxury brands, which have been an engine of our domestic fashion market growth, there is an increasing need to develop a global market for domestic high-priced fashion brands. In spite of the large scale of trade between Korea and China with respect to fashion products, current trade concentrates on middle- and low-priced products rather than high-priced products. Diversification of the trade between Korea and China in terms of the price levels of trade products is needed. An understanding of Chinese consumption values and purchase intentions for luxury fashion brands will be very helpful for the establishment of strategies with the aim of increasing the level of trade with regard to high-priced fashion products. Therefore, the study aimed to identify the differences in the clothing consumption values of South Korean and Chinese women in their 20s, especially with reference to how those values affect their preference and purchase intention for luxury fashion brands. Research design, data, methodology - The study was implemented through a descriptive survey method using a self-administered questionnaire. The sample consisted of 283 Korean and 306 Chinese women in their 20s, residing in Seoul, Beijing, Guangzhou, and Shanghai. Data were collected from March 3 to 15, 2014. A total of 589 completed responses were analyzed. Data were analyzed by factor analysis, t-test, and multiple regression analysis. Results - Fivefactors for clothing consumption values were formulated: conspicuous/social value, fashionability value, personality expression value, hedonic value, and practical value. There were significant differences between Korean and Chinese consumers in clothing consumption values (except social value), preference, and purchase intention for luxury fashion brands. With regard to clothing consumption values, Chinese women attached more importance to fashionability value, personality expression value, hedonic value, and practical value than South Korean women. In addition, Chinese women's preference and purchase intention for luxury fashion brands were higher than South Korean women's. Second, in the case of South Korean women, social value, practical value, and fashionability value had positive effects on preferences for luxury fashion brands, while attractive/personality expression value and hedonic value had no influence. In contrast, in the case of Chinese women, social value and fashionability value had positive effects on preference for the luxury fashion brands. Third, in the case of South Korean women, social value and practical value had positive effects on purchase intentions for luxury fashion brands. In contrast, in the case of Chinese women, social value, personality expression value, and fashionability value had positive effects on purchase intention for luxury fashion brands. Conclusions - Considering the findings of the study, it is clear that differentiated marketing strategies are needed for luxury fashion brand markets in Korea and China. The results of the study could provide useful information that will help increase the effectiveness of luxury fashion brand marketing strategies in Korea and China.

• Journal of Distribution Science
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• v.11 no.10
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• pp.5-15
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• 2013

Purpose - With the increase in fervor to purchase luxury brands, new social problems have arisen, such as excessive preoccupation with luxury brands and high preference for forged luxury goods. Therefore, the issues related to luxury brands, termed "Luxury Syndrome," have emerged as an area of great interest for researchers and practitioners. However, previous studies neglect to categorize this preference for luxury brands. Therefore, this study aims to identify the different purchasing behaviors of consumers using the types of luxury brands preferences as parameters. Research design, data, and methodology - This study arranges a causal relationship model assuming that purchase behaviors positively (+) affect typified preference for luxury brands and purchase intentions. We administered a questionnaire survey to the purchasers who bought luxury brands from department stores to secure additional data necessary to verify the hypotheses in this study. We then processed the data using SPSS 19.0. We further analyzed the basic data using frequency and descriptive statistical analysis, and verified the measurement tools through feasibility and reliability analyses. Moreover, this study uses multiple regression analysis to verify the hypotheses. Further, this study tests the path effect between luxury brand purchase attitude and purchase behavior, with non-intrinsic preference and intrinsic preference as the mediating variables. Results - Based on the results, the impact of tendencies of conspicuous consumption and self-monitoring on non-intrinsic preference was significantly positive (+), while the impact of tendencies of pursuit of a reference group, conspicuous consumption, and self-monitoring on intrinsic preference and purchase intentions was significantly positive (+). Further, non-intrinsic and intrinsic preferences positively (+) influence purchase intentions and the impact of non-intrinsic preference took an absolute portion. However, the tendency of dependence on brands negatively (-) impacts purchase intentions. The results showed that self-monitoring and conspicuous consumption tendencies have greater effect on purchase intention, which is mediated by non-intrinsic preference. In contrast, reference group following tendency has a greater effect on purchase intention, which is mediated by intrinsic preference. Conclusions - Based on the results, the study verifies that the consumption of luxury brands in Korea has not yet entered the settling period. The tendency for conspicuous consumption and the tendency for pursuit of the reference group were relatively important aspects for the consumers who prefer luxury brands non-intrinsically and intrinsically, respectively. Especially, it was found that the purchase intentions for forged brands originate from the tendency to depend on brands. Based on these findings, this study suggests the measures to develop and mature the luxury brands market, and reinforce marketing performance at the three levels, that is, government, distributors, and manufacturers. The luxury brands manufacturers should devote themselves to the production and design of products to catch the attention of mature consumers of luxury brands. The luxury brands distributors should then raise the level of Customer Relationship Management (CRM) for opinion leaders. Finally, the Government should prepare effective policies for the development of luxury brands and provide a variety of economic support.

• Proceedings of the Korea Society of Poultry Science Conference
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• 1998.04a
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• pp.51-86
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• 1998

$\bigcirc$ 재래닭 생산물의 소비 및 구매형태 등에 대한 조사에서 종합적인 결론은 최종 소비자의 응답자는 총 2,250명이었으며 연령, 성별, 직업, 거주지, 주거형태, 가족수, 소득분포등이 비교적 다양하게 분포되어 있다. 판매업소의 특성은 지역별, 매장면적, 업주연령, 성별, 경력등에서 매장위치는 약 60%가 농촌이고 관광지 21.3%, 도시 19.0%순이였으며 매장 면적은 10-30평이 66.9%, 경력은 3년이하 27.4%, 3-5년 22.7%, 5-10년 22.2%였다. $\bigcirc$ 재래닭고기의 소비형태에서 육류선호도는 쇠고기, 돼지고기, 닭고기 순이였으며 재래닭고기의 소비형태에서 전체 응답자의 64.4%가 먹어본 경험이 있었다. 주로 섭취시기는 74.5%가 여름철에 식구들과 같이 회식할 때 식사대용이나 부식용으로 섭취하였다. 소비자가 재래닭고기를 좋아하는 이유는 고기가 쫄깃쫄깃하여 씹는맛과 지방이 적으며 단백한 맛 때문에 독특해서 좋아한다고 하였으며, 싫어하는 이유는 너무 질기고 고기의 양이 너무 적다는 의견이 많았다. 선호하는 요리방법은 백숙, 삼계탕이었고 좋아하는 부위는 역시 다리부위였다. 재래닭고기의 섭취량에 대하여는 1회에 2인이 1마리를 먹는다가 36.4%, 3인이 1마리 31.8%로서 68.2%가 2-3인이 1마리를 먹는다고 하였으며, 가족구성원 중에는 가장이 제일 선호하는 것으로 나타났다. $\bigcirc$ 음식점에서 판매되는 요리한 재래닭의 1마리 가격에 대한 의견은 84.5%가 20,000원정도면 부담이 없이 먹겠다고 하였다. $\bigcirc$ 재래닭의 구입행동에서 구입주체는 주부였으며, 구입장소는 농.축협의 슈퍼와 정육점이었고 백화점과 재래닭 사육장에서 직접구입도 하고 있었다. 구입 동기는 가족들이 좋아하고 영양가를 생각한다가 62%였으며 구입정보는 주위사람의 권유로 구입하고 있었다. $\bigcirc$ 구입할 때 중점적으로 살펴보는 사항은 신선도와 순수재래종 여부, 위생상태였다. 한편 소비자가 언제나 구입할 수 없다는 의견이 85.2%나 되어 원활한 공급과 시장조성이 아직 정착되지 않고 있었다. $\bigcirc$ 현재 유통되고 있는 재래종닭은 소비자 대부분이 잡종으로 인식하고 있었으며, 재래종과 일반육계와의 구별은 깃털색, 피부색, 정강이색등 외관상으로 구별하고 있었다. 체중에 대한 반응은 너무 작다는 의견이었고, 식품으로의 인식도는 비교적 고급식품으로 인식하고 있다. $\bigcirc$ 재래종닭고기의 브랜드화에 대한 견해는 젊고 소득이 높은 계층에서 브랜드화의 필요성을 강조하고 있다. $\bigcirc$ 재래종달걀의 소비형태는 대부분의 소비자가 좋아하였으나 아직 먹어보지 못한 응답자가 많았다. 재래종달걀의 맛에 대해서는 고소하고 독특하여 차별성을 느끼고 있었다. $\bigcirc$ 재래종달걀의 구입장소는 계란판매점(축협.농협), 슈퍼, 백화점, 재래닭 사육 농장등 다양하였으며 포장단위는 10개를 가장 선호하였고, 포장재료는 종이, 플라스틱, 짚의 순으로 좋아하였다. $\bigcirc$ 달걀의 가격은 200원정도를 적정하다고 하였으며, 크기는 (평균 52g)는 가장 적당하다고 인식하고 있으며, 난각색은 대부분의 응답자가 갈색을 선호하였다. $\bigcirc$ 재래종달걀의 구입시 애로사항은 믿을수 없고, 구입장소를 몰라서, 값이 싸다 등이었고, 앞으로 신뢰할 수 있고 위생적인 생산 및 유통체계가 확립될 경우 더 많이 소비하겠다는 의견이었다. $\bigcirc$ 재래닭 판매업소(식당)의 판매형태는 66.7%인 대부분의 업소가 잡종과 개량종 유색닭을 판매하고 있었으며, 1개 업소에서 1일 판매수수는 5-10수의 영세한 판매형태였고, 계절적으로는 여름철에 대부분을 판매하였다. $\bigcirc$ 식당에서 판매하는 재래닭고기의 요리 종류는 주로 백숙이었고, 삼계탕, 닭볶음도 있었으며, 요리된 재래닭 1마리 가격은 20,000원 이상이었으며, 20,000원이하로 판매하는 잡종이 많았다. $\bigcirc$ 재래닭 판매업소에서 재래닭을 구입하는 방법은 재래닭 사육농장에서 1회에 수십마리 구입하여 판매업소의 간이 사육장에서 기르면서 판매하는 업소가 49.6%, 도계된 재래닭을 구입하여 판매하는 업소 26.9%, 직접 재래닭을 사육하면서도 도계하여 판매하는 업소가 21.7%였다. 판매업소에서의 재래닭 사육기간은 90일 이상이었으며 대부분의 업주는 야산에서 방사한 것을 좋게 생각하고 있었다.

• Archives of design research
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• v.19 no.1 s.63
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• pp.253-262
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• 2006

Research of color has been developed and also has raised consumer desire through changing from a tool to pursue curiosity or beauty to a tool creating effects in the 20th century. People have been interested in colors as a dynamic expression of results since the color TV appeared. The meaning of colors has been recently diversified as the roles of colors became important to the emotional aspects of design. While auto colors have developed along with such changes of the times, black led the color trend during the first half of the 20th century from 1900 to 1950, a transitional period of economic growth and world war. Since then, automobile production has increased apace with the rapid economic growth throughout the world and automobiles became the most expensive item out of the goods that people use. Accordingly, increasing production induced facility investment in mass production and a technology leveling was achieved. Auto manufacturing processes are very complicated, auto makers gradually recognized that software changes such as to colors or materials was an easier way for the improvement of brand identity as opposed to hardware changes such as the mechanical or design components of the body. Color planning and development systems were segmented in various aspects. In the segmentation issue, pigment technology and painting methods are important elements that have an influence on body colors and have a higher technical correlation with colors than in other industries. In other words, the advanced mixture of pigments is creating new body colors that have not existed previously. This diversifies the painting structure and methods and so maximizes the transparency and depth of body colors. Thus, body colors that are closely related to technical factors will increase in the future and research on color preferences by region have been systemized to cope with global competition due to the expansion and change of auto export regions.

• Journal of Food Hygiene and Safety
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• v.23 no.1
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• pp.31-39
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• 2008

This study was performed to develop children's food quality certification system as part of the children's favorite foods safety management projects. As a component of the research, we developed a quality certification logo to build up brand image which is familiar with children, as well as to offer the right standard and opportunity for food selection. The age level contains elementary graders from 8 to 13. The logo concept was focused on 'Safety', 'Certification, Guidance' and 'Health' in accordance with the vision of the Korea Food and Drug Administration (KFDA), "Safe food, good nutrition and healthy children". The logo name was proposed as "Best Food for Children", "Safety Food for Children" and "Children Good Food", which was decided by public subscription in the KFDA. The 36 tentative plans for a seal were proposed depending on names. We conducted a survey for the 12 logo samples, designed by the name of "Children Good Food", to use as the basic material for the development of logo to convey the meaning of children's food quality certification system effectively. This survey was conducted among 321 elementary graders and 331 parents of elementary graders. We selected the most favorite design through the survey and applied it for products practicality. It is expected that a steady policy may be possible to implement by applying the basis of the children's food project.