• Journal of Global Scholars of Marketing Science
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• v.19 no.4
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• pp.1-10
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• 2009

The purpose of this study was to categorize the gap between coffee shop 'importance' (as perceived by customers before patronizing the coffee shop) and 'satisfaction' (perception of customers after patronizing the coffee shop) as positive or negative and to analyze the effect of these gaps on purchasing behavior. To do this, I used the gap between importance and satisfaction regarding the choice of a coffee shop as the explanatory variable and performed an empirical analysis of the direction and size of the effect of the gap on purchasing behavior (overall satisfaction, willingness-to-revisit) by applying the Ordered Probit Model (OPM). A previous study that used IPA to evaluate the effects of gaps estimated the direction and size of a quadrant but failed to analyze the effect of gaps on customers. In this study, I evaluated the effects of positive and negative gaps on customer satisfaction and willingness-to-revisit. Using OPM, I quantified the effect of positive and negative gaps on overall customer satisfaction and willingness-to-revisit. Per-head expenditure, frequency of visits, and coffee-purchasing place had the most positive effects on overall customer satisfaction. Frequency of visits, followed by per-head expenditure and then coffee-purchasing place, had the most positive impact on willingness-to-visit. Thus per-head expenditure and frequency of visits had the greatest positive effects on overall satisfaction and willingness-to-revisit. This finding implies that the higher the actual satisfaction (gap) of customers who spend KRW5,000 or more once or more per week at coffee shops is, the higher their overall satisfaction and willingness-to-revisit are. Despite the fact that economical efficiency had a significant effect on overall satisfaction and willingness-to-revisit, college and university students still use coffee shops and are willing to spend KRW5,000 because they do not only purchase coffee as a product itself, but use the coffee shop for other activities, such as working, meeting friends, or relaxing. College and university students also access the Internet in coffee shops via personal laptops, watch movies, and study; thus, coffee shops should provide their customers with the appropriate facilities and services. The fact that a positive gap for coffee shop brand had a positive effect on willingness-to-revisit implies that the higher the level of customer satisfaction, the greater the willingness-to-revisit. A negative gap for this factor, on the other hand, implies that the lower the level of customer satisfaction, the lower the willingness-to-revisit. Thus, the brand factor has a comparatively greater effect on satisfaction than the other factors evaluated in this study. Given that the domestic coffee culture is becoming more upscale and college/university students are sensitive to this trend, students are attentive to brands. In most upscale coffee shops in Korea, the outer wall is built out of glass that can be opened, the interiors are exotic with an open kitchen. These upscale coffee shops function as landmarks and match the taste of college/university students. Coffee shops in Korea have become a cultural brand. To make customers feel that coffee shops are upscale, good quality establishments and measures to provide better services in terms of brand factor should be instituted. The intensified competition among coffee shop brands in Korea as a result of the booming industry indicates that provision of additional services is needed to differentiate competitors. These customers can also use a scanner free of charge. Another strategy that can be used to boost brands could be to provide and operate a seminar room for seminars and group study. If coffee shops adopt these types of strategies, college/university students would be more likely to consider the expenses they incur worthwhile and, subsequently, they would be more likely to be satisfied with the brands of these coffee shops, with an associated increase in their willingness-to-revisit. Gender and study year had the most negative effects on overall satisfaction and willingness-to-revisit. Female students were more likely to be satisfied and be willing to return than male students, and third and fourth-year students were more likely to be satisfied and willing-to-return than first or second-year students. Students who drink coffee, read books, and use laptops alone at coffee shops are easily noticeable. High-grade students tend to visit coffee shops alone in order to use their time efficiently for self-development and to find jobs. The economical efficiency factor had the greatest effect on overall satisfaction and willingness-to-revisit in terms of a positive gap. The higher the actual satisfaction (gap) of students with the price of the coffee, the greater their overall satisfaction and willingness-to-revisit. Economical efficiency with a negative gap had a negative effect on willingness-to-revisit, which implies that a less negative gap will result in a greater willingness-to-revisit. Amid worsening market conditions, coffee shops located around colleges/universities are using strategies, such as a point or membership card, strategic alliances with credit-card companies, development of a set menu or seasonal menu, and free coffee-shot services to increase their competitive edge. Product power also had a negative effect in terms of a negative gap, which indicates that a higher negative gap will result in a lower willingness-to-revisit. Because there are many more customers that enjoy coffee in this decade, as compared to previous decades, the new generation of customers, namely college/university students, want various menu items in addition to coffee, and coffee shops should, therefore, add side menu items, such as waffles, rice cakes, cakes, sandwiches, and salads. For example, Starbucks Korea is making efforts to enhance product power by selling rice cakes flavored in strawberry, wormwood, and pumpkin, and providing coffee or cream free of charge. In summary, coffee shops should focus on increasing their economical efficiency, brand, and product power to enhance the satisfaction of college/university students. Because shops adjacent to colleges or universities enjoy a locational advantage, providing differentiated services in terms of economical efficiency, brand, and product power, is likely to increase customer satisfaction and return visits. Coffee shop brands should, therefore, be innovative and embrace change to meet their customers' desires. Because this study only targeted college/university students in Seoul, comparative studies targeting diverse regions and age groups are required to generalize the findings and recommendations of this study.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.7
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• pp.249-256
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• 2017

Luxury goods products have a steady stream of consumers, and the latest trend is the sell and purchase markets. The consumers age groups also vary widely. This research examined the mediating effect of self-construal of the relationship between brand consistency and intention to purchase luxury fashion products. The analysis classified the brand consistency of luxury fashion products as social, actual, and the deal. First, the order of consistency that had an effect on self-construal appeared in the order of social cohesion, actual coincidence, and ideal coincidence. Second, an analysis of mediating effect of self-construal showed that only self-construal appeared to have a partial mediating effect on the relationship between the intention to purchase and the actual and ideal consistency. Such result can be interpreted as that when purchasing luxury fashion products, consumers have a tendency to desire that the brand would express their personal image and that it would match the perception they had of the brand, rather than a tendency to perceive the brand as a tool to help them perform their desired social role. These results suggest that consumers who consume the brand desire to have their personalities and subjective environmental conditions well expressed.

• Proceedings of the Korean Society for Agricultural Machinery Conference
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• 1996.06c
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• pp.539-546
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• 1996

The physical condition of rapeseed delivered to fat industry plants plays a significant role in the formation of the qualitative features of the raw material for oil production and, consequently , of the oil itself. Rapeseed is stored in silos , frequently for months, before it is subjected to processing. During the long storage, the conditions of the seed cover is very important, as the seed cover provides natural protection of the seed against the effect of the environment. Seeds with damaged seed cover are more easily affected by mildew, and the rate of chemical processes. Deteriorating the quality of oil contained in the cotyledons is faster in such seeds. Cracked seed covers facilitates also the growth and development of microorgaism. So as rapeseed damage occurring inthe course of harvest and the post-harvest processing have a negative effect of the quality and quantity of oil the sees contain. The study presented here was aimed at examining the typical process of purcha ing and handling of rapeseed in fat industry plants, in the aspect of the occurrence of mechanical damage to the seeds. Special attention was paid to the condition of rapeseed immediately after combine harvesting : next , the successive stages of technological handling of the seed were examined. observing the operation parameters of the particular machinery and equipment in order to identify those operations which caused deterioration in the quality of the material (sees). Seed samples were taken successively from the following the hopper, prior to cleaning , after cleaning , prior to drying , after drying, from dry rape silo. The total level of damage increased through the handling. The content of unusable contaminants had the tendency to decrease in the successive operations. though the actual values still exceeded levels permitted by standards. The study allow to indicate the operation fo postharvest technological process, which cause the most seed damage as well as gave quantita ive description of the losses occurred.

• YAKHAK HOEJI
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• v.52 no.5
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• pp.323-330
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• 2008

This study was conducted to investigate the actual conditions of vitamin supplement usage, the importance of their agents for health management, and the distribution of basic data for their correct consumption. For a period of one month 2003, the study was conducted based on questionnaires to the parents of students in both a middle school and a high school, and the personnel of K Company at random. The material used the survey sheets by setting up the previous investigation. The collected data analyzed the frequency and percentage of the following items: General demographic characteristics of consumers; the supplements taking; the reasons for taking them; the kinds of supplements taken; the media used for distributing data on their use; the potential use in the future, etc. According to the survey, the number of people who were taking supplements was higher than the number of people who weren’t taking them. Multi-vitamins were mostly consumed. The rate of supplements consume was high in people of a higher income bracket, had the time to exercise and to enjoy physical recreation. Most of the consumers who were taking the supplements said they did it to maintain their health and to recover from the fatigue. Those who weren’t taking them said they had enough vitamins from eating the appropriate food, and they were also concerned about the effectiveness of taking the supplements. The majority of useful information or advice for purchasing vitamins came from doctors, medical experts, relatives, and various media sources such as TV, newspapers, and magazines.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.12
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• pp.1935-1940
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• 2009

This study investigates the actual wearing conditions of functional mountaineering garments in Korea and provides suggestions on the development of more effective functional mountaineering garments through the examination of consumer data. This survey was based on 107 respondents who enjoy mountaineering and was composed of 5 sections consisting of personal information, purchasing habits, essential features for mountaineering garments, satisfaction levels based on features and functions, and additional comments on the improvement of mountaineering garments. Respondents said that essential features for mountaineering garments are quick absorbing/drying, insulation, water and wind proof, and elasticity. These properties become more effective when users wear mountaineering garments in layers. They want lower prices and easy to wash garments. Therefore, it is necessary to consider not only the main functions, but also the needs of consumers for easy washing and price.

• The Korean Journal of Food And Nutrition
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• v.22 no.2
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• pp.166-176
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• 2009

This study was performed to develop dietary education programs for children, by researching the actual conditions of dietary education and its demand aimed at teachers in child centers in Masan. Most of the interviewed teachers were in their 20s(71%) with under 5 years teaching experiences(56.8%), and working in a kindergarten environment(34.9%). The rate of doing dietary education on mealtime was 96.4%. The main items taught pertained to 'not leaving food(20.6%)' and 'washing hands before meals(20.5%)'. The primary teaching method for students with unbalanced eating habits was 'eating after teaching them to understood(76.8%). The primary reward for good behavior was 'using food(76.8%)', usually as 'candy'(50.8%) or 'cookies'(25.8%). The desirable dietary education type was 'during spare moments(52.6%)' and 'at mealtime (23.5%)'. The concepts taught were 'balanced eating(23.2%)' and 'food hygiene(21.2%), and the students were interested in 'the roles of foods and nutrients'(34.5%), 'balanced eating(20.9%)', and 'food hygiene(19.1%)'. Educational activities encompassed 'pictures and drawing(25.7%)', 'fairy tales(23.4%)', 'songs(19.4%)', and 'play(14.1%)'. Also, the activities of most interest were 'fairy tales(29.4%)', 'play(24.4%)', and then 'songs(23.1%)'. The greatest difficulties during dietary education were 'attracting interest from the children(37.8%)' and 'making and purchasing materials(33.9%)'. Approximately, 44.2% of the teachers had experiences in dietary education, and 96.4% stated teachers had the intention to participate in dietary education. They want to address 'child meal direction(23.0%)', 'health problems(22.7%)', and then 'child nutrient requirements (17.3%)'. Also the majority wanted it two times per year(57.6%) or one time per year(30.9%). This study indicated that proper dietary education must be established in child centers by developing various practical dietary education programs and then implementing them.

• Journal of the Korea Organic Resources Recycling Association
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• v.9 no.4
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• pp.71-80
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• 2001

In order to evaluate the effectiveness of the organic and natural farming techniques, the actual conditions of the techniques were surveyed and some crops were cultivated in situ. The contents of available $P_2O_5$, exchangeable $Ca^{2+}$ and organic matter of the organic and natural farming soil as well as soil pH were higher than those of the non-organic and non-natural farming soil, and especially the content of organic matter amounting 54.0 g/kg was dominant. Income of the farmers cultivating the different crops with the organic and natural farming was high in order of red pepper in vinyl house > cucumber in vinyl house > fruit(pear) > lettuce in vinyl house > rice. The agricultural materials used in organic and natural farming were ranged from 22 to 25 kinds, representing low pH amounted from 2.9 to 4.5 and low contents of fertilizer ingredients. The expense for purchasing the materials was from three to five times higher than that of soil testing plot. The yields of test crops in the organic and natural farming plots were lower than those of soil testing plot, and the efficiencies of the disease and pest control by the application of the substitutes for pesticide were lower than those by pesticides.

• Journal of the Korean Data and Information Science Society
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• v.25 no.3
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• pp.533-545
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• 2014

Farmers' perception on actual raising conditions and breeding improvement for Hanwoo were surveyed and analyzed in order to utilize such data as basic resources for further development of courses of Hanwoo improvement and instructions on raising techniques. The survey was held based on Hanwoo farmers in Gyeongbuk region and the results for the analysis were as follow. Candidate cattle for breeding was selected in consideration of 'appearance, body shape, and pedigree-registration' (39.0%) and 'artificial insemination' (38.6%) was the most frequently used breeding method for the breeding cattle. 'Body length' was revealed to be the most considered factor while purchasing fattening calves and the castration for the fattening calves were mostly performed when '6~7 months after the birth'. The farmers also responded that they 'try to comply with over 80% of items specified in program for production of high quality beef' in order to produce high quality beef. However, the farmers believed that '12 months after the birth' was the most economic market month. Although the results differed by each items surveyed, majority of those results showed statistically significant differences with significance level of 0.05 upon the surveyees' general characteristics and demographic factors including level of education, age, occupation, and family man power. Most surveyees responded 'around 30% of shipping heads' (22.1%) for the prevalence of beef graded better than 1++ grade when shipping, however, no significant differences in between general characteristics of surveyees were observed.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.9
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• pp.1479-1490
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• 2010

This study provides basic data for the development of jacket patterns which reflect designs corresponding to the body shape features and preferences of obese women in their 20s and 30s by understanding problems they may encounter in wearing a ready-made jacket by researching the reality of ready-made tailored jacket wearing and their design preferences. A survey was conducted by sampling 82 obese women (over $25kg/m^2$ BMI) between the ages of 20 to 39. The details of the survey consists of general information, interest rate and importance rate on clothes, reality of wearing and purchasing jackets, measurement fits per each part, and preferred designs. SPSS 14.0 was used to analyze the data. The results showed that 76.8% of obese women wore their jackets less than 5 times a month. Those in the 20s wore the jackets more frequently than those in the 30s. The reasons for not wearing jackets frequently included uncomfortableness in activities and unavailability of the correct size. A total of 55% of the total preferred the fitting to be relatively smaller than the body size or tightly fitting. Although in the past, there was a tendency to wear a loose fit to cover the body shape, currently even obese body shapes avoided the loose fit as the tight fit is the trend. In terms of the satisfaction rate for the measurements per each part of jackets, there was a low satisfaction rate for most of the items. For the circumference items such as waist length and chest size, people responded that they were too small and for the length of items such as the length of jacket and sleeve length, people responded that they were too long. This was because the readymade clothes brands increase the length of items and circumference items in uniform in the same intervals when producing large sizes. Both those in the 20s and the 30s preferred a tight fit. In terms of preferred fabric, a wool/spandex mix was most popular and then cotton/spandex. This shows that they prefer those fabrics which allow an excellent activity while maintaining the exterior well. In addition, they preferred black color with no patterns because they wanted their body size to look reduced and did not want to receive any attention.

• Journal of the Society of Cosmetic Scientists of Korea
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• v.31 no.2 s.51
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• pp.169-177
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• 2005

The propensity to purchase babies' cosmetics is investigated and analysed for this research. The synopsis of this research paper is as follows. The first, the $68\%$ of all respondents do not how a manufacturer or brand name in the reality of variously emerging domestic and import cosmetics for babies. The second, in case of a child haying a fair, sensitive skin or atopy (atopic dermatitis), the respondents are careful in choosing babies cosmetics but in case of a child having a normal skin the older a child grows from a stage of a new-born, a baby and an infant to a primary-school child, the older its mother is, the more respondents use adults' cosmetics in common rather than use cosmetics only for babies. $7.6\%$ of respondents do not use babies' cosmetirs at ail. Especially, in using bathing goods such as a shampoo or a body cleanser, they frequently use adults' cosmetics in common. The third, the qualify is taken into the utmost consideration in purchasing babies' cosmetics. The Quality of imports is trusted and preferred better than that of domestic goods. The cost of purchasing babies cosmetics is less than 10,000 Won. consumers recognize that the price or cosmetics is rather high. The last, the improvement or babies cosmetics is 'the safety of goods', answered by $56.5\%$ of respondents. The respondents are generally not satisfied with babies' cosmetics. So, a baby's skin is threatened by a newly-built house syndrome, the increase of atopic dermatitis, etc., caused by an environmental pollutions, a change of diet and a change of residential life. Under these actual conditions, babies' cosmetics which can protect a delicate and sensitive skin of a baby should be developed immediately. Consumers should have a correct choice with precise recognition and information on a baby's skin and cosmetics and continually use the efficacious and excellent babies' cosmetics to prevent a baby from a skin irritation, and need to show a keen interest in a healthy skin of a baby.