• The Korean Journal of Franchise Management
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• v.4 no.1
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• pp.25-53
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• 2013

The coffee shop market in Korea has been rapidly increased in quantitative terms over 10 years since the time when Starbucks opened their first shop in 1999. In recent years, the mature market characteristics that the serious competition of the coffee shop brands make the difference in taste or service reduce has been shown in that market. It's important to build the differentiated brand image for the differentiation of products and services and obtaining a price premium in serious competitive mature market. This study presented practical implications based on the results of empirical analysis of current positioning using 'Store Personality Scale.

• Journal of the Economic Geographical Society of Korea
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• v.19 no.2
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• pp.360-377
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• 2016

Since after the 1986 economic reform policy(Doi Moi), the central highland in Vietnam has transformed into one of the largest coffee producing areas. The transformation had been supported by mass migration of ethnic Kinhs from the coastal lowland. It did not take long for the Kinh migrants to be the ethnic majority in the region. Meanwhile the growth of coffee industry entailed in socio-economic disparity, specially between Kinh migrants and native ethnic minorities. The disparity has becomed obvious not only between coffee farming Kinhs and non-coffee farming ethnic minorities but also between coffee farming Kinhs and ehtnic minorities. The previous literatures highlight the lack of human and social capital and the lagging modernization in ethnic minority societies. However, they fall short in showing the explicit processes why ethnic minority coffee farmers earn less than ethnic majority counterparts. With a case study of Dak Lak province, this research attempts to show the reason why there is income gap between Kinh and ethnic minority Ede coffee farmers by comparing their ways of producing coffee and selling their products. The results show that Ede's land productivity is significantly lower than Kinh's. It is because Ede farmers use less fertilizer due to the shortage of the capital. Also they often get into debt for coffee production and should pay it back right after the harvest. It deprives them of chance to raise earning by selling the coffee beans at a higher price.

• The Research Journal of the Costume Culture
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• v.26 no.2
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• pp.233-250
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• 2018

This study examined images typical to this city and explored ways to develop cultural products using these images. Researchers reviewed literature about fashion cultural products and related previous research, and then conducted a closed-ended survey to analyze universal fashion preferences. For the examination material, such a way was used as information data base and network review inside and outside the country, dissertation screen, and published media including separate volumes. The following are considering points in the developing process. First, the study identified design, color, price, practicality and quality as factors that should be taken into consideration when using the image of Gangneung. In particular, it determined that the image needs to reflect a modern sensibility while maximizing its representation of local culture. Second, Gangneung's symbolic image should incorporate the sea, Gyeongpo, and coffee. In other words, the sea, Gyeongpo, and coffee should receive top symbolic priority. Third, from a development perspective, the most appropriate items for displaying the image include t-shirts, keychains, umbrellas, or other accessories, since these items are easily available in terms of price. In sum, this study highlighted the necessity of reconsidering Gangneung's currents ymbolic image, suggesting that a new image should be developed. Developing a typical fashion cultural product image will enrich Gangneung's cultural industry and the distribution of newly designed products will improve the localeconomy.

• Journal of the East Asian Society of Dietary Life
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• v.5 no.3
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• pp.339-358
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• 1995

The purpose of this study was to investigate a dietary life style of university student at campus towns and the actual condition of F&B(Food and Beverage) shop. This survey about the dietary was carried out with a variety of questionares about the life style. The subjects are 364 males and 278 females university students in Pusan area. The collected data were analyzed by SPSS Package Program. The summary of the results are as follows : The most of the subjects have a meal in-cam-pus restaurant with rice during daytime. In out-campus popular restaurant is a flouryfood restaurant and the most of subject used to go the restaurant to take a meal more than once for 2~3 days. Although a half of the subjects are satisfied with the restaurant in out-campus. Some of the subjects are unsatisfied with a price of food. A taste is the most popular criteria for selecting food in the restaurant and almost of the subjects take a meal in price 2000~2500won. Cchachangmyun is the most popular with the subject in the flouryfood restaurant, coffee is popular with the subject in the coffee shop. A half of the subjects used to go a hof house to drink, and beer is the most popular liquor with them. More than a half of the subject have a drinking at least more than once for a week in the drinking shop. A half of male subjects are able to drink more than 2,ooocc beer and more than a half of female subjects are able to drink more than 500cc beer. More than a half of the subjects want to new F&B shop to got a new experience.

• Journal of Families and Better Life
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• v.21 no.4
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• pp.41-53
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• 2003

The purpose of this study is to understand and verify the incentives as an important market environment and to help consumers use them effectively, and consequently to improve the consumer welfare. This study examined the representative incentive, the sales promotions which can effect on the consumer decision making process and current issues of them. For the purpose, a coffee specialty store was hypothesized and the subjects were 20∼30 years old, since the sales promotions can be more effective toward the younger consumers making their decisions low-involvement goods and services. The conclusions can be summarized as follows; Consumers understand the advantages and disadvantages of sales promotion very well, and use them rationally and usefully to maximize their satisfaction. the sales promotions act as incentives in the all steps of decision making processes. Generally, consumers prefer to get things at a good price, so in this survey, the discount coupons and the point accumulative membership had more effect than others. Consumers pointed out controversial issues of the sales promotions as follows: the sales promotions could bring about cost rising and unnecessary and/or impulse buying, and stir up speculative motivation. These are common serious problems in the sales promotions. The sales promotions are very useful tools in promoting sales but not fundamental in the long run. Marketers and manufacturers should keep it in mind that the best way to satisfy the consumers is to keep all things in good quality and moderate price.

• Korean Business Review
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• v.11
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• pp.101-122
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• 1998

This study is to analyze the effect of product involvement on consumer purchase process. From review on previous involvement literatures, enduring product involvement can be defined as "a person's arousal and motivational state activated by product on the basis of his basic value, objective and ego-relevance." To evaluate the effect of involvement on product purchase process, 11 hyphotheses concerning behavioral aspects which is expected to comprise consumer purchase process and to be influenced by degree of involvement were constructed: prepurchase information search, alternative brand comparision, utilization of product attribute, brand differentiation, brand commitment, product knowledge, influence of reference group, dependence on price, price awareness, cognitive dissonance and purchase optimization. Hyphotheses are tested with data from 388 housewives through 20 item involvement scale developed with multi-dimensional perspective on involvement. The scale successfully provides rank order of 8 selected products expected to cover the spectrum of product involvement: formal clothes, coffee, washing machine, shampoo, perfume, detergent, soft drink, pain-reliever as the order of product involvement. Major findings of this study are as follow. First of all, incresed differences were found in hihg involvement product like formal clothes with respect to the degree of prepurchase information search, alternative brand comparision, utilization of product attribute, influence of reference group in any method of analysis. Secondly, invlovement should be interpreted as a consumer characteristic rather than a product one. This means that consumers involve themselves with products, instead products themselves do not have any involvement.

• Culinary science and hospitality research
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• v.13 no.2
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• pp.59-68
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• 2007

This research was to investigate the consumers' perception and purchase behavior of Korean rice cake as a meal. The rate of consumers who had eaten rice cake as a meal was 64.7% and that of those who had not was 35.3%.. For breakfast, 49.83% of them ate rice cake and for lunch 21.2% of them did. Reasons for eating rice cake for meal were investigated on 'easy to eat(63.21%), 'the others(13.0%)', 'good taste (12.3%)' and 'healthy food(10.8%)'. Reasons for not eating rice cake for meal were researched on 'snack(40.09%), 'difficult storage(21.9%)' and 'expensive(9.7%)'. After purchasing or making rice cake, 45.4% of consumers ate immediately and 30.9% of them ate within $1{\sim}2\;days$. In thawing methods of frozen rice cake as a meal, 51.3% of consumers used a microwave. Kinds of beverage with which rice cake was eaten were water(35.3%), coffee(14.9%), milk(13.8%) and Kimchi(dongchimi, 13.8%). The complementary points for purchase of rice cake as a meal were 'Small package(23.2%)', 'Good preference'(20.5%), 'Healthy food(15.0%)', 'Affordable price(12.7%)' and 'Low calorie(9.5%). Kinds of rice cake as a meal were Injeolmi(16.0%), Backsulgi(15.4%), Yaksik(9.3%) and Galaetteok(9.0%).

• The Korean Journal of Food & Health Convergence
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• v.9 no.1
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• pp.11-18
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• 2023

This study aims to examine the relationship between customer satisfaction and revisit intention according to the selected attributes of dessert cafes in Korea. Additionally, we would like to provide useful data to maintain a continuous competitive advantage by comprehensively reviewing the effective operation of dessert cafes and strategic plans and methods to identify customer needs in the rapidly spreading competitive environment of the domestic dessert restaurant industry in Korea. A qualitative analysis method was applied through a literature review on satisfaction and revisit according to the selected attributes of dessert cafes, and data using theoretical backgrounds obtained through web searches and existing cases. As a result, dessert quality and convenience showed inconsistent results, and coffee quality was found to have a statistically significant positive (+) effect in various data. Moreover, various attributes such as service, image, price, diversity, and service had a significantly positive (+) effect, and satisfaction with dessert cafes also had a significantly positive (+) effect on revisit intention. In conclusion, dessert cafe managers should develop various desires that reflect consumers' tastes and are competitive so that customers can revisit dessert cafes, which requires more in-depth analysis by obtaining a more systematic sample group in the future.

• Korean Journal of Community Nutrition
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• v.25 no.6
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• pp.464-473
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• 2020

Objectives: The purpose of this study was to compare and analyze e-commerce food purchase behavior and the perceptions of adult women according to their household types. Methods: The e-commerce food purchases of 318 adult women were surveyed and analyzed according to their household types (one-person or couple household (OCH); a household with children (HC); a household with parents (HP)). Results: The total amount of food purchases over 6 months through e-commerce according to household types was in the descending order of OCH (60.3%), HC (57%), and HP (55.1%) thus showing a significant difference (P < 0.05) in behavior between household types. The reasons for purchasing food through e-commerce included: a lower price than offline (30.8%), convenient delivery and transportation (30.2%), and food diversity (21.1%). When purchasing food online, the most important factor was price and quality, followed by quick and accurate delivery for OCH, exact information given about the product for HC, and recommendation from other consumers for HP (P < 0.01). The main foods purchased through e-commerce were coffee, tea (42.1%), instant and frozen foods (39.9%), water, beverages, dairy products (37.7%), snacks, bread, rice cakes (31.5%), and functional foods (27.4%). The percentage of respondents who were very satisfied or satisfied with their e-commerce food purchases was HP (84.1%), OCH (69.9%), and HC (65.6%) in that order (P < 0.05), and 96.5% of all subjects stated that they would be willing to purchase food through e-commerce in the future. The advantages of purchasing food through e-commerce were seen to be the highest in order and payment convenience with 4.1 points out of 5, followed by low price (4.0), variety of products (3.9), and ease of food purchase (3.9). Among the disadvantages listed, concerns about product damage and deterioration during delivery and differences between the displayed product and the delivered product were the highest with 3.7 points. Conclusions: The characteristics and perceptions of female consumers according to household types are important factors in enhancing the reach of e-commerce, and in preparing guidelines for food selection through e-commerce.

• Journal of Nutrition and Health
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• v.47 no.6
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• pp.426-434
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• 2014

Purpose: The purposes of this study were to investigate eating behavior of university students through social commerce and to analyze factors affecting university students' attitude regarding social commerce. Methods: Questionnaires were distributed to 445 university students in Changwon, Korea from March 28 to April 28, 2013. A total of 339 questionnaires were used for the final analysis, which excluded improperly-completed questionnaires. Results: The major factor considered for eating behavior through social commerce was price (37.2%). Purchasing experiences of foodservice products according to types of foodservice were 64.9% for coffee shop, 59.3% for fast food restaurant, 53.4% for family restaurant, 46.0% for specialty restaurant, 35.7% for pizza restaurant, 35.4% for buffet, and 31.9% for bakery. Factors affecting satisfaction with social commerce for purchasing foodservice products were 'service quality of foodservice company', 'communication of social commerce', and 'discount rate of social commerce'. Factors affecting repurchasing intention of foodservice products through social commerce were 'service quality of foodservice company', 'site design of social commerce', and 'discount rate of social commerce'. Conclusion: In order to increase satisfaction with social commerce, 'service quality of foodservice company', 'communication of social commerce', and 'discount rate of social commerce' should be increased. And, to increase repurchasing intention of social commerce, 'service quality of foodservice company', 'site design of social commerce', and 'discount rate of social commerce' should be increased. In addition, two factors 'service quality of foodservice' and 'discount rate of social commerce' were found to have an effect on satisfaction and repurchasing intention of social commerce. For development of social commerce and foodservice industry, cooperative relationship between social commerce and foodservice industry is needed, and a reasonable price strategy should be established. The university students considered price as a major factor of eating behaviors and did not consider menu and taste as a major factor. From a longer perspective, such an eating behavior would have an effect on university students' dietary life and it would cause nutrition and health problems for university students. Thus, it implied that further studies from the perspectives of nutrition and health regarding eating behavior through social commerce service should be conducted.