• 대한지역사회영양학회지
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• 제29권4호
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• pp.318-335
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• 2024

Objectives: Despite the growing market share of online grocery shopping, there is a need to understand customer perceived value due to the ongoing advancements in information technology. This study explores the connections between attributes, consequences, and values. Additionally, it conducts a cross-country comparison of consumers' online grocery shopping behaviors to gain a deeper understanding of consumer market segments and any potential variations among them. Methods: Data was collected through an online questionnaire survey conducted from May 1 to 15, 2024, targeting 400 consumers in Seoul, Korea, and Shanghai, China, who have experience with online grocery shopping. The survey utilized the Means-End Chain theory and association pattern technique hard laddering. Data collation and analysis were conducted using the IBM SPSS Statistics 28.0 program. The LadderUX software was employed to analyze the links between attributes, consequences, and values and create the consumer purchasing process's implication matrix and hierarchical value map (HVM). Results: The study identified key attributes that influence online grocery shopping decisions, including delivery service, price, freshness, and quality. Korean consumers demonstrated a higher sensitivity to price (19.0%) and delivery service (17.0%). In contrast, Chinese consumers prioritized delivery service (15.0%) and after-sales service (14.8%). Commonly cited consequences included time saving (12.6% for Koreans, 11.3% for Chinese), whereas prevalent values encompassed convenience (36.8% for Koreans, 19.6% for Chinese) and economic value (26.6% for Koreans, 14.7% for Chinese). The HVM underscored these insights, highlighting diverse consumer preferences and country-specific nuances. Conclusions: The findings highlight the current state of online food consumption and consumers' value systems, revealing variations among countries. These findings offer empirical insights that can be used to create customized global marketing strategies that resonate with various consumer preferences and market dynamics.

• 디자인학연구
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• 제18권1호
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• pp.135-144
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• 2005

기업경쟁에 있어서 소비자들의 제품에 대한 가치 인식 및 선호 경향이 제품개발에 점점 큰 영향을 미치고 있다. 소비자 요구에 대한 심층적 연구를 위하여 기업들은 소비자의 제품만족도, 선호도 조사를 실시하며 그에 대응되는 생산을 계획하고 있다. 본 연구에서는 최근 디지털 도어락에 대한 기대가 증대하고 그 필요성의 인식이 성숙함에 따라 시장 진입을 위한 제품경쟁력 강화 요소를 발굴하여 디자인 전략을 설정하고자 한다. 연구의 과정으로 시장조사를 통하여 사회적 배경을 이해하고, 정성조사인 소비자 심층면접조사를 실시하여 소비자 라이프스타일, 요구사항 등을 파악하였으며, 정량적 조사로 소비자 기호이미지 조사, 구매 및 사용 행동 패턴과 도어락 시장 상황을 파악하였다. 이제까지의 기술 중심적인 제품에서 사용자 중심의 제품으로 디자인 및 설계하기 위해서는 사용자의 성향과 사용자의 사용법이 제품의 디자인을 결정하는 조건이 되어야 한다. 이제 소비자는 제품을 통하여 라이프스타일을 창조 하고자 하며, 생활 문화적 가치를 지니는 제품을 선호하는 경향을 보이고 있다. 본 연구에서는 경쟁력 강화 포인트 전략으로 첫째, 소비자들의 만족도를 높일 수 있는 차별화 된 가치의 제공 둘째, 소비자들의 선호경향이 높은 생체인식의 방식의 적극 개발 셋째, 단순출입제어기능에서 네트워크 보안 시스템으로 확장하기 원하는 소비자들의 기대에 대한 부응 넷째, 간편성으로 향상된 기술을 이용한 인증방식 등을 제안하였다.

• Journal of Information Technology Applications and Management
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• 제24권4호
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• pp.93-115
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• 2017

The ability of smartphones to facilitate various services like mobile banking, e-commerce and mobile payments has made them part of consumers' lives. Conjoint analysis (CA) is a marketing research approach used to assess how consumers' preferences for products or services develop. The potential applications of CA are numerous in consumer electronics, banking and insurance services, job selection and workplace loyalty, consumer packaged goods, and travel and tourism. Choice-Based Conjoint (CBC) analysis is the most commonly used CA approach in marketing research. The purpose of this study is to utilise CBC analysis to investigate the relative importance of smartphone attributes that influence consumer smartphone preference. An experiment was designed using Sawtooth CBC Software. 326 students attempted the online survey. Utility values were derived by Hierarchical Bayes (HB) estimation and used to explain consumers' smartphone preferences. All the six attributes used for the study were found to significantly influence smartphone preference. Smartphone brand was the most important, followed by the price, camera, RAM, battery life, and storage. This study is one of the first to use Sawtooth CBC analysis to assess consumer smartphone preference based on the six attributes. We provide implications for the development of new smartphones based on attributes.

• 한국식품영양학회지
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• 제36권4호
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• pp.274-285
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• 2023

This study was conducted to select representative agricultural products (4 types of fruits and 4 types of wild vegetables) in Chungju, define their sensual characteristics, derive suitable flavour-pairing and recipes for each ingredient, and use them as a cornerstone in the development of menus. For the experiment, 10 experts were selected to choose 8 representative agricultural products in Chungju, and 18 menus were selected through a flavour-pairing survey. A consumer panel (a total of 413 people, 105 in their 20s, 103 in their 30s, 103 in their 40s, and 102 in their 50s) for evaluating the characteristics of consumer preferences was selected. After the flavour-pairing survey 'sweet taste', 'light flavour', 'soft flavour', 'savoury flavour', 'familiar flavour', 'harmonious flavour', 'softness', and 'harmoniousness with food ingredients' were determined as drivers of liking, on the other hand, 'disturbance with food ingredients' and 'soybean fishy smell' were determined as drivers of disliking. The degree of consumer preference and overall acceptance were found to be related to the consumers' familiarity, suggesting that if a menu should be developed using unfamiliar local agricultural products, it should be configured with familiar recipes and seasoning methods.

• 한국프랜차이즈경영연구
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• 제14권3호
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• pp.53-67
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• 2023

Purpose: This study aims to explore the shopping motivations of consumers at South Korean convenience stores and create distinct consumer segments based on these motivations. Additionally, the research seeks to propose tailored marketing strategies for convenience stores by analyzing consumer demographics and satisfaction levels within each segment. Research design, data and methodology: Using factor analysis, we identify three primary shopping motivation factors: "social/leisure," "functional," and "convenience." Subsequently, we use cluster analysis to group convenience store consumers into three categories: the "convenience-seeking group," the "function/convenience-seeking group," and the "multipurpose-seeking group." To gain a deeper understanding of each consumer segment, we investigate how demographic factors relate to their levels of satisfaction. Results: These findings offer valuable insights for adapting to shifting consumer preferences and the increasingly competitive landscape of South Korean convenience stores, especially in the expanding services offered by online businesses. Conclusions: This research emphasizes the significance of developing marketing strategies tailored to address the distinctive needs and preferences of individual consumer segments. These strategies empower convenience stores to establish a competitive advantage in the market.

• 식품보건융합연구
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• 제9권6호
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• pp.21-26
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• 2023

Purpose: This study aims to explore how the modern foodservice industry reflects consumers' rapidly changing taste preferences and health consciousness. In particular, it looks at how companies such as Yakult Korea are expanding their business to meet diverse consumer demands and how traditional and exotic tastes are driving the growth of the sauce market. Research methods: this study was conducted through market analysis, consumer behavior research and case studies. Sales data, consumer purchasing patterns and product development strategy case studies of sauce products in domestic and global markets were investigated to analyze the impact of taste and health harmony and storytelling on brand value. Conclusion: The foodservice industry is meeting consumer expectations for health and taste harmony by developing innovative products that satisfy the senses and adopting marketing strategies through strong storytelling. The success of exotic sauce products in particular reflects consumers' desire for diversity. Implications: the findings suggest that the foodservice industry must continue to innovate to meet consumers' health and taste expectations. They also reveal that product storytelling plays an important role in enhancing brand value. This requires a strategic approach to long-term brand growth and market differentiation. Companies need to reflect these changes in consumer buying behavior.

• 한국의류학회지
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• 제48권4호
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• pp.729-743
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• 2024

This research explores consumer preferences for materials in different clothing product categories, using web-crawling and text mining techniques. Specifically, the study focuses on the material-related terms found in consumer reviews across three distinct product categories: functional clothing, formal shirts, and knit sweaters. Top-selling products within each category were identified on the Naver Shopping website based on the volume of reviews, and the four most-reviewed products were selected. Six hundred reviews per product were analyzed using the Textom big-data analysis software to determine the frequency of material-related mentions and word associations. The analysis utilized two comparative metrics: product category and usage duration. Our findings reveal notable variations in the material preferences mentioned by consumers across different product categories. The study suggests a need to re-evaluate existing standardized review criteria to better reflect consumer interests specific to each product category. Additionally, an increase in material-related terms in reviews over one month indicates the potential importance of extending the duration of product reviews to enhance the accuracy of information that reflects longer-term consumer experiences with material quality.

• The International Journal of Costume Culture
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• 제2권1호
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• pp.62-76
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• 1999

The objectives of this study are to investigate consumer experiences with premiums, consumer preferences in premiums offered for clothing and the effect of premiums on clothing purchasing behaviors. A self-administered questionnaire survey was conducted to 610 men and women from ages 15 to 59 living in the Seoul metropolitan area from February 25 to March 9, 1999 ; 548 were used for the data analysis. Data was analyzed by descriptive statistics, t-test, ANOVA, chi-square analysis and Duncan's multiple range tests. Significant differences were found among selected demographic groups in information sources used for premium offers, experiences of receiving premiums, purchasing experiences due to premium offers, preferences between discount and premiums, additional purchase intentions because of premiums, and the premiums'influences. The groups with purchase experiences or brand and stores selecting experiences due to premium, showed significant differences in premiums'influences and the satisfaction levels with premiums. Regarding preferences between discount and premiums, significant differences were found in and the satisfaction levels with premiums.

• 복식
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• 제49권
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• pp.65-72
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• 1999

The purpose of this study was to investigate the relationships between body-calthexis and clothing image preferences in male college students. The sample included 28 male college students and an instrument was developed based on the previous studies. The statistical analyses used for this study were factor analysis cluster analysis and t-test. The result of factor analysis showed that body-cathexis consisted of four areas of body parts: face/head upper body middle body and lower/total body. Clothing image preferences consisted of 'strong vs weak' 'soft vs hard' 'young vs mature' 'mannis vs feminine' and 'distinguished vs undistinguished' images. Cluster analysis revealed that male college students are segmented into two groups. and the two groups differed in regard to clothing image preferences such as 'strong vs weak' 'young vs mature' and 'mannish vs feminine' images. In addition the two consumer segments were different concerning body-cathexis for middle body and all body areas combined. The consumers who preferred feminine weak and mature clothing images were more satisfied with their middle area of the bodies and all body areas combined.

• 한국주거학회:학술대회논문집
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• 한국주거학회 1998년도 International Housing Conference
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• pp.40-42
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• 1998