• Korean Business Review
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• v.12
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• pp.239-254
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• 1999

There has been a lot of researches on the major motivation of consumer's choice for airlines. Due to the competition in airline industries, most of airlines offer a various level of benefits to customers such as a frequent traveller bonus, a schedule, services in flight including a meal and an entertainment program, a discounted fare and an intangible part of personal service. However, it is very difficult to measure the performance of the customers' benefit and to identify the weight of each factor being considered on the airline choice. In this paper, we focus on the airline choice process for the business travellers. The AHP is applied to evaluate the factors reflecting the business travellers' choice for airlines. This study will be useful to build a marketing plan for the business traveller's market.

• The Journal of Korea Institute of Information, Electronics, and Communication Technology
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• v.11 no.1
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• pp.1-11
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• 2018

This paper provides field test results to confirm and compare the receiving characteristics of digital radio in various environments. HD Radio and DRM+ was used for the in-band method, while DAB/DAB+/T-DMB were used for the out-of-band method. To run field tests for digital radio, a transceiver test bed was constructed in a region in Korea selected as suitable for the testing, and indoor and outdoor reception tests were conducted by selecting 16 test points with different levels of multipath. Not only was the receivability tested at the test point, but ATT margin was also applied, in order to derive the minimum reception level. Through various analyses, the findings obtained through the field tests can aid in the setting of a standard for determining the method of digital radio transmission to ensure a smooth reception environment for consumers.

• Journal of the Korean Society of Costume
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• v.58 no.4
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• pp.58-71
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• 2008

The demand for personalized products and service of apparel product has increased dramatically. In order to acquire a personalized apparel product, consumers may have to sacrifice more expense or time. The purpose of this study was to investigate various personalization strategies in apparel business and to identify antecedents that influence the process. Clothing involvement and two price related variables (clothing expense and willingness to pay more) were included in the study as antecedents. Four personalization strategies were included in the study: design selection, size customization, in-store service and promotion personalization. For an empirical study, a conceptual model was designed and research questionnaire was developed. A measure of personalization of apparel shopping was developed based on existing scale items of prior research and a pilot study. Data from 766 men and women in their twenties to forties were used for statistical analysis. Structural Equation Modeling was used for the data analysis. Results indicated that the conceptual model was a good fit to data. Structural paths indicated that there was significant influence of clothing involvement on design selection and sales promotion personalization strategies. Involved consumers spent more on chothing products and were likely to pay more on personalized products and services. Monthly clothing expense influenced size customization significantly. It also had negative influence on service related personalization strategies. Consumers were willing to pay more when it comes to product related personalization strategies such as design and size but not necessarily to service related strategies. This study was an attempt to provide an in-depth and synthesized approach on consumer attitudes toward personalization of apparel products.

• Journal of Distribution Research
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• v.12 no.4
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• pp.109-125
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• 2007

Even though private brands have low cost advantages to national brands, consumers perceive the qualities of private brands lower than the qualities of national brands. To overcome such perceptions of consumers, alliances between private brands and national brands should be tried. This study investigates the effects of consumers' attitude for private brands and national brands on the evaluation of brand alliance between private and national brands, especially when national brands are used as ingredient brands of the private brand. We also study the moderating effects of consumers' price sensitivity and quality sensitivity on this brand alliance evaluation. Additionally, we try to provide some guidelines for successful brand alliances between private and national brands.

• The Journal of the Korea Contents Association
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• v.13 no.8
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• pp.101-108
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• 2013

Slogan is used widely from the political action to the area of advertisement that brings companies and products out. It gives a good image to the public and customers. In addition, the more the attitude of the public or customers is lukewarm, the more the appeal of the slogan is great. With the advent of the 21st century, it is time for the University where students become consumers to establish a groundbreaking brand identity strategy with increasing the university's brand value and awareness in rapidly changing environment. The UI Emblem of the University is related to University's identity and slogan must be fresh and appealing, should reflect the core values of brand. In this study, I researched the design relationship between emblem and slogan, visual elements of the UI which should be designed as a strategic marketing program with change of era and lifestyle and proposed the ideas which create mutual synergy effect.

• Vending industry
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• v.8 no.3
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• pp.51-57
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• 2008

왜 자판기 커피가 못 마실 음료처럼 비난을 받아야 하죠? 일부 미니 커피자판기에 사용된 원료 문제를 마치 전체 자판기 문제인 냥 떠들어 때는 매스컴이 정말 원망스럽습니다. -자판기 운영업자 K씨- A급 원료를 쓰고 있는데도 불구하고 마치 죄인 마냥 '멜라민 커피프림을 쓰지 않는다'는 해명문구를 써서 부쳐야 하니 정말 열불이 나더군요." -자판기 운영업자 P씨- 올 가을은 그야말로 중국산 멜라민 파동이 식품 업계 전반이 휘몰아친 한해였다. 해태제과의 '미사랑 카스타드'로 불붙은 멜라민 파동은 제작 전반을 걸쳐 자판기 커피프림 분야로도 불똥이 튀었다. 식품의약품안전청은 중국산 커피프림 원료를 수입하는 3개 업체의 10개 제품을 조사한 결과, 유창FC의 '베지터블 크림 파우더 F25에서 멜라민 1.5ppm이 나왔다'고 밝혔다. 이 크림은 41톤이 수입되어 25톤이 시중에 팔려나갔으며, 주로 자동판매기용 믹스커피나 커피전문점에 사용한 것으로 보도가 되어 일파만파로 파문이 확산되었다. 대부분의 매스컴 보도는 '자판기 커피프림에 멜라민이 들어갔고, 그래서 마셔서는 안 된다'는 식으로 과당보도가 되다 보니 소비자들의 분노의 불신이 걷잡을 수 없이 커졌다. 이에 자판기 커피 매출을 뚝 떨어 졌고, 그 동안 애용했던 자판기 커피에 등을 돌리는 사람들이 많아 졌다. 마치 자판기 커피가 식품안전을 위협하는 원흉이나 되는 듯한 분위기였다. 그런데 이런 뜻하지 않은 악재가 자판기 업계로 보면 억울하기 그지없는 일이다. 이번에 문제가 된 것은 식당 등에 설치된 '미니 커피자판기' 일부에 해당되는데도 불구하고 매스컴 보도는 전체 자판기가 문제가 된다는 식이었다. 대다수의 매스컴이 미니 커피자판기와 대형 커피자판기를 구분하는 개념도 없다보니 문제가 없는 대형 자판기를 불똥이 튈 수밖에 없었다. 또한 미니 커피자판기에서 그런 원료가 투출되기 쉬운 열악한 사업특성에 대해서도 언급을 하지 않았다. 일부분의 문제를 '침소봉대'하여 전체의 문제인 것처럼 보도하는 매스컴의 무책임한 태도가 가뜩이나 어려운 자판기 산업계에 직격탄을 날렸다. 대다수의 자판기, 특히 대형자판기들은 억울하기 그지없는 일이다. 이번 커피자판기 멜라민 사태를 통해 과연 매스컴 보도가 무엇이 잘못되었고, 산업계에 어떠한 과제를 내던졌는지를 심층 진단했다.

• The Journal of the Korea Contents Association
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• v.15 no.10
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• pp.92-104
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• 2015

Many publishing companies go to storytelling marketing through facebook in these days. Because storytelling marketing through facebook is thought for publishing company as useful marketing method in accordance with the increase of social media user. Thus, this study classified storytelling marketing type by episode, experience, anniversary, information and also analyzed the difference of cognitive reaction, emotional reaction and variables which effect to purchase intention according to each storytelling marketing type. As the results, anniversary type and information type got more positive reaction from responses rather than episode type and experience type with respect to likability, reliability, informativeness, engagement. Also engagement, likability, informativeness are revealed as major variables which effect to purchase intention of each storytelling type. Thus, storytelling marketing of publishing company through facebook need to focus on anniversary type and information type. And it is important to combine naturally the information regarding to book that publishing company want to sell with the fun, pleasure factors that story can give.

• Journal of Digital Convergence
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• v.12 no.12
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• pp.233-241
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• 2014

This study explore how framing affects the consumer's attitude toward the bundle products. On the basis of the framing theory, response compatibility hypothesis and regulatory focus theory, this study examine the impact of framing on the consumer's choice in multi-alternative set and analyzes the manner in which he/she selects or rejects an alternative. The data obtained from experiment shows that : 1. Consumers focus on the positive attributes of in selection task, however, in rejection task he/she will focus on negative attributes. 2. Consumers are not influenced by prevention framing when he/she selects an alternative however, he/she is not influenced by promotion framing when reject an alternative. Understanding the underlying cognitive process of choosing abd rejecting in multiple alernatives can help marketers to create effective framing strategies for the bundle product.

• Korean Journal of Agricultural Science
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• v.16 no.1
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• pp.71-83
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• 1989

The purpose of this research are to forecast the demand and supply of milk in Korea, and to obtain information for attitudes affecting milk consumption, which is necessary to make a plan for increasing milk consumption in Korea. The estimation of the milk demand and production was made by the multiplicative decomposition method and the statistical function. Data on consumer were collected from 737 students who were attending primary school, middle school and university in Daejeon during the period of July 11 to July 21, 1988. The results obtained are as follows; 1. The prediction results showed that the production for milk will over supply 21,900 tons in 1,990, 70,800 tons in 1,995 by the multiplicative decomposition method and 45,400 tons in 1990, -51,500 tons in 1995 by the statistical function. 2. It was found that almost all the students awared milk as essential food-stuff of common food stuff for the Koreans. 3. Quite a few students were apt to believe that milk processors added water into fluid milk. 4. Most students showed obtaining information about the nutritional value of milk by school education and advertising of TV, Radio, and Printed media. 5. However, it was found that the advertising by TV, Radio, and Printed media did hardly give to consumers influences on the choice of a particular milk brand. Accordingly, the conclusions are as follows; 1. Need to provide consumers with well planned education programs on the nutritional value of milk. 2. Heavy brand advertising for fluid milk may mislead the understanding of consumer, since city milk is not much differentiated in Korea. Therefore the milk processors should put more efforts in generic milk promotion by reducing brand advertizement. 3. The milk processors should provide major portion of financing for generic milk promotion program.

• Culinary science and hospitality research
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• v.17 no.4
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• pp.204-218
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• 2011

This research suggests development of medicinal food in the future, establishes a marketing strategy for securing and maintaining customers of medicinal food restaurants and proposes efficient management directions for medicinal food in the food service industry. The higher the level of medicinal food that can satisfy consumer demand for health such as prevention of adult diseases, fat content, Organic food, etc, the more the purchasing motives of medicinal food including repurchase intention and recommendation are shown. The result of the hypothesis testing shows that the purchasing motives in the influencing factors such as prevention of adult diseases, fat content, organic food, food balance have significant influence on satisfaction in the mediating factors. Based on these analysis results, this study offers useful information about medicinal food and management of a restaurant specializing in medicinal food.