• 한국의류학회지
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• 제28권1호
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• pp.100-111
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• 2004

The purpose of this study is to investigate fashion advertisements portraying ambiguous sex phenomena, including homosexuality codes and to analyze the meaning of these advertisements in order to develop effective fashion advertisements strategies. The method of this study was to observe the readings about ambiguous sex theory, including homosexuality, and analyze fashion advertisements that express this through the Internet and fashion journals. The ambiguous sex expression seen in fashion advertisements meet various consumers' needs which is what the latest advertisement market requires, and offer competitive brand image by fresh appeal. In the background, there are various complex factors like the change of contemporary spirit, and designers' tastes and values about homosexuality. The kinds of ambiguous sex expression techniques portrayed in fashion advertisements can be divided as the ambiguity of physical codes and the ambiguity of sex role identity. These advertisements do play a role as a public campaign for a change in society from the sociocultural point of view. And, from the economical viewpoint, they approach the consumer as a fresh marketing strategy. From the esthetic viewpoint, they express new esthetic sense named “edge” And seen from the designers' viewpoints, they express designers' private sexual identities.

• 한국식생활문화학회지
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• 제27권2호
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• pp.184-192
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• 2012

The purpose of this study was to analyze the general characteristics of coffee house consumers as well as the importance and satisfaction of selection attributes of specialty coffee houses according to length of coffee education period. Applicants in the Gwangju and Jeonnam area who had finished their Barista 2 grade certificate examination participated in a survey on March 12, 2011. Further, university students living in Gwangju participated as subjects who had never experienced coffee education from March 15 to March 31, 2011. Two-hundred and one subjects participated in the survey, and 184 questionnaires were used for analysis. Regardless of coffee education experience, quality of coffee was important, but higher educated subjects showed the lowest satisfaction of coffee from a coffee house (p<0.01) in terms of attributes such as freshness of coffee beans (p<0.01) and overall taste (p<0.01). Further, subjects who received no or little education demonstrated high correlation between importance/satisfaction of 'brand' and 'employee' compared to subjects who studied more than 2 semesters. These results provide future coffee house entrepreneurs and baristas with market information and marketing strategies for understanding customers' coffee house selection attributes.

• 한국조리학회지
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• 제13권2호
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• pp.275-291
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• 2007

The growth of foodservice industry has caused keen competition in the family restaurant industry. For a differentiation strategy to be competitive, on the preferential basis, it is necessary for each family restaurant business to analyze its position in the market. Therefore, this study is to certify customers' perceived servicescape and image similarity and analyzes positioning of seven family restaurants. For this research, multidimensional scaling(MDS) is performed to determine how they are positioned relative to competitors. According to the result of the positioning map(ALSCAL and PROFIT map), it is found that Outback steakhouse, T.G.I. Friday's, Bennigans' have more strong competitiveness than VIPS, Marche and Sizzler in servicescape factors and restaurant selection attribute except menu diversity. But the preference order does not follow the order of competitiveness. This result from the positioning map means that each business needs various marketing strategies that cannot be copied easily.

• 동아시아식생활학회지
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• 제19권4호
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• pp.503-514
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• 2009

The purpose of this study were to analyze the importance and satisfaction toward franchise coffee shops and general coffee shops by university students according to their patronage type; and to provided ideas and marketing strategies to increase sales through IPA(Importance-Performance Analysis). University students in Daegu were surveyde from May 12, 2009 to May 30, 2009. The IPA results presented the following quality attributes, by gender, that should be quickly improved at franchise-coffee shops & general-coffee shops being recognized for a brand', 'easy to find', 'operational methods', 'variety of coffee menu', 'amount of coffee served', 'variety of side menu', 'external appearance and a signboard', 'parking', 'a scale of shop', and 'type of coupons'.

• 한국의상디자인학회지
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• 제16권2호
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• pp.111-126
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• 2014

The purpose of this study is to identify the antecedents of the attitudes toward purchasing fast fashion brands. As antecedents, fashion consciousness, eco-fashion consumption decision, ongoing search behavior, and shopping enjoyment were considered. It was hypothesized that fashion consciousness influence the attitudes toward purchasing fast fashion brands both directly and indirectly through eco-fashion consumption decision, ongoing search behavior, and shopping enjoyment. Data were gathered by surveying university students in Seoul, using convenience sampling. Three hundred five questionnaires were used in the statistical analysis, exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using AMOS. The hypothesized relationship test proved that fashion consciousness influences the attitudes toward purchasing fast fashion brands both directly and indirectly through ongoing search behavior and shopping enjoyment. In addition, eco-fashion consumption decision influence directly influences the attitudes toward purchasing fast fashion brands. The results suggest some effective marketing strategies for marketers in the fast fashion industry.

• 대한가정학회지
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• 제45권5호
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• pp.39-49
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• 2007

The purpose of this study was 1) to segment the middle-aged and elderly women's fashion market based on the clothing benefits sought by the buyer and 2) to compare the purchase criteria and fashion information sources among the segmented markets. The data were collected using a self-administered questionnaire in Seoul and its surrounding suburban areas. Factor analysis, ANOVA, Duncan test, and Dunnett's T3 tests were used to conduct the data analysis from 285 out of 300 questionnaires. The middle-aged and elderly women's fashion market was segmented into four groups; value-oriented, social status/trend-oriented, uniqueness-oriented, and protection/ convenience-oriented. All four groups were significantly different in terms of purchase criteria and fashion information sources. The social status/trend-oriented group used external purchase criteria, such as country of origin or brand and obtained fashion information from personal experience, advice from the salesperson, and celebrities. The protection/convenience-oriented group sourced fashion information from newspapers, the internet, and the radio. The uniqueness-oriented group put less importance on practical use/convenience criteria. Marketing strategies for these segmented markets were discussed.

• 한국의류학회지
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• 제29권11호
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• pp.1381-1388
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• 2005

The purpose of this study was to identify features of masstiege high-end products by comparing to original old high-end products. For this purpose, the differences in values between each consumer groups divided by preferred products types (high-end products, original old high-end products) were examined. This study was executed by consumer survey and 279 female data were used in analysis. The results are as follows. First, the value factors pursued on high-end products were constructed by factor analysis and the factors consisted of 4 elements; conspicuous, aesthetic, durable, conformity. Next, the differences in value elements between masstiege high-end products and original old high-end products were identified by t-test. The consumers preferring original old high-end products pursued conspicuous features significantly more and the consumers preferring masstiege high-end products considered aspects of aesthetic and conformity elements as more important. And according to kinds of preferring high-end product, demographic characteristics were different. The consumers who were of high age, high education and high income and married consumers preferred original old high-end products, whereas the consumers who were of low age, low education and low income and unmarried consumers preferred masstiege high-end products. Finally, marketing strategies for masstiege brand were suggested on the base of the results.

• 아태비즈니스연구
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• 제10권1호
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• pp.55-72
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• 2019

Natural disasters and transient resource extraction cause new environmental problems and the waste of resources has also become a big problem. Because these kinds of environmental damage and pollution are harmful to human beings, the problem of environmental protection has become a global issue. In this situation, most consumers prefer Eco-Friendly products that benefit their health and can reduce environmental pollution as well. Businesses also try to develop marketing strategies that position products focused on the environment. At this point, the study has categorized extrinsic properties of Eco-Friendly products into brand images, the reliability of Eco-marks, advertisement views, and researches how the properties have effects on the perceived values and perceived risk in the process of consuming and how the perceived values and perceived risk have implications for purchasing intention. The consumer's perceived values are classified into emotional, social and Eco-friendly values. On the research of existing Chinese consumers or organic milk products, this study explains how the Chinese consumers make an assessment of the extrinsic property of Eco-Friendly products in the Chinese market and provide strategic implications to the Chinese market entrants.

• 유통과학연구
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• 제19권4호
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• pp.25-35
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• 2021

Purpose: This study aims to analyze the factors affecting customer satisfaction in the customer reviews of omni-channel, posted on Internet blogs, cafes, and YouTube using text mining analysis. Research, data, and Methodology: In this study, frequency analysis is performed and the LDA (Latent Dirichlet Allocation) is used to analyze social big data to respond to reviewers' reaction to the recently opened omni-channel shopping reviews by L Shopping Company. Additionally, based on the topic analysis, we conduct a sentiment analysis on purchase reviews and analyze the characteristics of each topic on the positive or negative sentiments of omni-channel app users. Results: As a result of a topic analysis, four main topics are derived: delivery and events, economic value, recommendations and convenience, and product quality and brand awareness. The emotional analysis reveals that the reviewers have many positive evaluations for price policy and product promotion, but negative evaluations for app use, delivery, and product quality. Conclusions: Retailers can establish customized marketing strategies by identifying the customer's major interests through text mining analysis. Additionally, the analysis of sentiment by subject becomes an important indicator for developing products and services that customers want by identifying areas that satisfy customers and areas that evoke negative reactions.

• 동아시아경상학회지
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• 제8권4호
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• pp.1-18
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• 2020

Purpose - The current study attempts to reveal the causal relationship and identify the interrelationships among individual value, product selection attribute, and re-purchase intention of consumers when purchasing kimchi. Research design, data, and methodology - The surveys were distributed and retrieved to kimchi consumers in Seoul and Gyeonggi Province who were over 20 years old and who had purchased kimchi before. The current study utilized the self-reporting survey as the research method. Result - First, as a result of hypothesis 1 test, both internal value and external value had a significant effect. Second, as a result of hypothesis 2 test, while internal value had a significant effect, external value did not have a significant effect. Third, as a result of hypothesis 3 test, while internal value had a significant effect, external value did not have a significant effect. Fourth, as a result of hypothesis 4 test, all quality, brand, and price had a significant effect. Fifth, as a result of hypothesis 5 test, while internal value had a significant effect, external value did not have a significant effect. Conclusion - The current study aims to establish marketing and service strategies to maximize profits and secure competitive advantage in the kimchi industry through changes in the management strategy of the Korean kimchi industry.