• Journal of the Korean Society of Food Culture
• /
• v.28 no.6
• /
• pp.594-602
• /
• 2013

This study investigated consumer perception and purchase behavior regarding Han-gwa (traditional Korean confection) in housewives residing in the Seoul and Gyeonggi area. This study was conducted by self-administered questionnaires. Out of 839 questionnaires, 713 questionnaires (85.0%) were used for statistical analyses including frequency analysis, the Chisquare, and one-way ANOVA. Based on the data collected, independence variables were divided less than 40 years (<40), 40s, 50 years or higher (50) by age. The major findings were as follows; Firstly, 72.1% of the total respondents had the experience of purchasing Han-gwa. Gangjeong was the most popular item among purchased. As the purpose of purchasing, holiday gift and snack was on the highest rank. Hypermarkets / discount stores (48.9%) was the most common place for the place of purchase. Secondly, there was a significant difference in the perception of Han-gwa by age; respondents aged 50 years or older showed more positive perception in Han-gwa in 3 factors among total of 11 factors. Thirdly, for the popularization of Han-gwa, 'too sweet taste (44.2%)' and 'small portion size (22.9%)' were pointed to be improved by respondents. Results of this study indicate that 1) Yu-gwa and Yak-gwa require new product development based on age segmentation, and health and food safety are important variables considered when housewives purchase Han-gwa.

• Journal of the Korean Society of Food Culture
• /
• v.29 no.4
• /
• pp.342-347
• /
• 2014

This survey was conducted to investigate consumer preferences for branded and imported pork, including favorite cooking styles. Data were collected from a total of 252 consumers and analyzed. The results are summarized as follows. Consumers of branded pork showed a moderate preference "moderate" (54%). There was no significant difference in consumer preference for branded pork according to educational level or living area. However, there was a significant difference according to yearly income (p<0.05). Consumers in the high-income group preferred branded pork more than those in the low-income group. Most consumers did not like imported pork (64.6%). There was no significant difference in consumer preference for imported pork according to educational level or living area, whereas there was in the yearly income group (p<0.05). Whereas low-income consumers did not like imported pork, high-income consumers did. The royalty for purchasing of branded pork was shown "3.65" out of 5 points. Whereas there was no significant difference according to educational level, there was for living area and yearly income (p<0.05). Consumers living in large cities or having low income showed high royalty of purchase for branded pork. The royalty for purchase of imported pork was "2.08" out of 5 points. Significant differences for purchase royalty of imported pork were observed according to educational level, living area, and yearly income group (p<0.05). Consumers responded that they liked roasted pork (47.6%). Secondly, consumers liked stew (16.7%). There were no significant differences among various cooking styles in any of the groups.

• Journal of the Korean Society of Food Culture
• /
• v.37 no.1
• /
• pp.73-80
• /
• 2022

The purpose of this study was to evaluate cookies prepared with five different quantities (0, 5, 10, 15, and 20%) of watermelon powder (WP). This study analyzed quality characteristics, consumer liking, and CATA (check-all-that-apply) of the samples. The density and pH of the cookie dough and the L-value of the cookies tended to decrease as the amount of watermelon powder increased (p<0.05), whereas the spread factor, a-value, and hardness of the cookies tended to increase as the amount of watermelon powder increased (p<0.001). The b-value tended to increase up to WP10, but it tended to decrease from WP15 (p<0.001). The results of the evaluation of consumer liking showed that overall liking was the highest for WP5 and lowest for WP20 (p<0.05). In the analysis of the CATA survey, the main reasons for liking for all the samples were 'Appearance', 'Color', 'Sweet taste', 'Nutty odor/flavor', 'Crispiness', and 'Familiarity'. WP5 showed the most diverse reasons for being liked. The common reason for disliking samples with the addition of watermelon powder was 'Residual feel in the mouth'. In the correspondence analysis, attributes of 'Stale taste', 'Clean taste', 'Softness', 'Familiarity', 'Moistness', 'Color', 'Blandness' were detected in the WP0 and WP5. The results indicate that WP5 with a 5% supplementation of watermelon powder is appropriate for improving the quality and consumer acceptability of the cookies.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.20 no.3
• /
• pp.493-501
• /
• 1996

An understanding of consumers' evaluative processes and the consumer variables that influence cross-cultural evaluations of foreign products is essential to effectively penetrate international markets. This study compared consumers in two developing countries, Korea and Mexico, regarding their product evaluations and purchase intentions for US Levi's jeans. Both Korean and Mexican consumers are generally quality and price conscious. Korean consumers appeared to be more value-conscious than Mexican consumers. Mexican consumers exhibited high level of brand and prestige conscious behavior. Findings in this study support that culture bound consumer characteristics vary from country to country resulting in differences in perception of quality, value and purchase intentions for a particular product. The perception of product quality differs from perception of value and subsequent willingness to buy. For a comprehensive understanding of consumer purchase behavior, the impact of value-conscious attitude on percetion of quality and on purchase intentions should be examined.

• Fashion, Industry and Education
• /
• v.15 no.2
• /
• pp.11-24
• /
• 2017

The objectives of this empirical study were to examine the relationships between shopping motivations, Pine and Gilmore's four experience realms (4Es), the emotional components of pleasure and arousal, and patronage intention toward small apparel retailers. Data from 128 college students were collected through an online survey. Regression analysis results revealed the positive impact of shopping motivations on the hypothesized experiential realms and partial effects of the 4Es on pleasure and arousal. Pleasure and arousal were found to affect patronage intention. This research benefits small retailers by identifying the experiential marketing strategies that positively affect consumer emotional experiences, which are important to consequent patronage intention toward small apparel retailers.

• Korea Trade Review
• /
• v.47 no.3
• /
• pp.111-128
• /
• 2022

This study tried to verify the effect of situational consumer animosity on consumer attitudes and behaviors with the moderating effect of cultural internalization. For this purpose, 460 valid survey data were collected from Koreans. The causal and regulatory relationships between the variables were analyzed through confirmatory factor analysis and structural model analysis using AMOS with the collected data. It was confirmed that the national situational animosity had a negative effect on quality evaluation, while personal situational animosity did not. Also, the positive relationship between quality evaluation and purchase intention was confirmed. In addition, it was found that internalization of individual culture moderates the effect of quality evaluation on purchase intention.

• Korean Journal of Human Ecology
• /
• v.23 no.1
• /
• pp.63-84
• /
• 2014

This study examined the contents of 'Adolescent's Consumption Life' unit in 12 Technology Home Economics textbooks used in the 2009 revised curriculum to analyze the contents of school consumer education. The main summary of this study is as follows: First, the contents of consumer education in the unit of 'Adolescent's Consumption Life' consisted of five criteria including the understanding of adolescent consumer, consumer's right and responsibility, reasonable purchase, resolution to consumer problems, and the formation of new consumption culture. Second, significant differences were found in the contents of consumer education among textbooks because basic concepts have been not been clearly defined yet. Third, essential content was either omitted or hard to understand. Thus, some contents elaborations were inappropriate for students' level. Fourth, there were some limitations in drawing interest and attention from learners and developing dispute resolution competence, since the textbooks mainly comprised the theory-oriented contents of consumer education. Fifth, cautious consideration needs to be taken with regards to clear understanding of basic concepts and systematic and consistent contents composition for coherent and organized school consumer education. These research findings are anticipated to provide basic information of Technology Home Economics textbooks to teachers, and will be utilized as basic data in organizing textbook contents or developing efficient teaching-learning programs for consumer education.

• Archives of design research
• /
• v.13 no.3
• /
• pp.201-210
• /
• 2000

A current of culture changes constantly. The changes in culture have been taken the lead in by new generations. Now, we are connected with a new trend of culture led by new generation. Moreover, it is the younger class from teens to mid-twenties, that is, the new generation group that plays a major part in the new culture. They, in economic affluence, are accustomed to a particular consumption-oriented purchasing pattern in their own way while the old generations had to tighten their belts. A business cannot help getting fascinated with their potential consuming power. The new generation has established itself as a powerful individual consumer class, and is presenting more and more explosive and destructive purchasing pattern in today's consumption market where turmoil of IMF is at the end and 21st century started. As of now, it cannot be emphasized too much to research their consuming culture and tendency. It is suggested that existing designers work out a marketing strategy based on a close investigation of their disposition and cultural characteristics and go on looking into what the properties of a new coming generation's culture vary every time generations change in order to take them to a future consumer group.

• Journal of the Korean Society of Food Culture
• /
• v.6 no.3
• /
• pp.293-299
• /
• 1991

The purpose of this study were to investigate opinions on the contents and method of the educational public information of food sanitation, to enrich education of food sanitation for consumer. Data of questionnaires were collected from 78 consumer protection association and 66 food industrial company. The results of the study were summarized as follows; The educational public contents of food sanitation appropriated is remarked as a basic knowledge in a safety of food (an additive, an agricultural medicines) and in nutrition and sanitation. The effective method of public information is suggested as a TV, Radio, utilization of periodicals and pamphlet. The crucial problem of the imported food surveyed in the consumer protection association is an agricultural medicines and a heavy metal. In the food industrial company, it is remarked that the problem occurs in deposit and storage of food from the standpoint of sanitation. Finally, improvement of sanitary condition in food selling place is suggested.

• The Research Journal of the Costume Culture
• /
• v.21 no.6
• /
• pp.827-843
• /
• 2013

The purpose of this study is to identify the antecedents of the attitudes toward purchasing fast fashion brands and the frequency of purchasing fast fashion brands. As antecedents, a few brand-related variables and a consumer-related variable were considered. Perceived perishability, perceived scarcity, perceived quality, and perceived low price were included as brand-related variables and congruity between self image and fast fashion brand image was included as a consumer-related variable. It was hypothesized that both brand-related and consumer-related variables directly influence the attitudes toward purchasing fast fashion brands and then influence the frequency of purchasing fast fashion brands. Data were gathered by surveying university students in Seoul, using convenience sampling. Two hundred twenty seven questionnaires were used in the statistical analysis, exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using AMOS. The results showed that all the fit indices for the variable measures were quite acceptable. In addition, the overall fits of the model suggest that the model fits the data well. The hypothesized relationship test proved that perceived perishability, perceived quality, and congruity between self image and fast fashion brand image influence the attitudes toward purchasing fast fashion brands and then influence the frequency of purchasing fast fashion brands. The results suggest some effective marketing strategies for marketers in the fast fashion industry.