• Asian-Australasian Journal of Animal Sciences
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• 제31권7호
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• pp.1036-1042
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• 2018

Meat quality is a very difficult term to define because it means different things to different people. When purchasing beef, consumers in the United States are likely to consider color, price, marbling level, subcutaneous fat trim, or cut thickness when determining the quality of beef. Once consumers have consumed the product, meat quality becomes exponentially more difficult to define due to the subjective nature of this term. Traditionally, tenderness, juiciness, and flavor have been considered the three most important factors that determine the palatability of beef. Therefore, American meat science beef research and industry focus has turned to measuring and quantifying these 3 attributes objectively and subjectively, and to determining what influences them. In reviewing the scientific literature, attempting to meaningfully summarize the findings of the thousands of studies on beef meat quality is impossible due to the inherent differences in the objective and methodology of studies. Fortunately, the United States beef industry and their national trade association, the National Cattlemen's Beef Association (NCBA), have conducted numerous surveys and audits to characterize the quality of the products being produced and marketed by their cattlemen and the palatability perceptions of their consumers. The data produced by these studies is quite large and impossible to summarize in entirety in this review. Therefore, this review concentrates on the most important attributes that determine the value of a beef carcass and objectively measured and consumer-assessed palatability characteristics of fresh meat from these carcasses from 1987 through 2010.

• 한국의류산업학회지
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• 제13권3호
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• pp.353-363
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• 2011

The purpose of this study was to deduce factors organization of brand equity for the exclusive imported brand by Department Store and to analyze it's influence on the performance. Subjects for the quantitative study, quota sampling was adopted in the areas where the subject brands were in place, and 452 questionnaires (141 of hands-on staff, 311 of consumers) were analyzed. The data were analyzed by using factors and reliability analysis, the independent sample t-test, and multiple regression analysis. The results were as follows; 1. The examining the effect of asset evaluation attributes of imported brands(GAP, ZARA) monopolized by certain department stores on business achievement and consumer attitude, it turned out that business achievement in hands-on staff's asset evaluation in view of business entity had meaningful difference according to the contract types of the brand, and that business achievement according to hands-on staff's evaluation and consumer attitude according to consumers' evaluation were different according to the brand asset value. 2. The examining the effect of consumer attitude according to consumers' evaluation, it turned out that preference had meaningful effect on both store preference and intention of re-purchase, while as to ZARA, image had meaningful effect on store preference and intention of re-purchase, and reliability on store preference.

• Asia Marketing Journal
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• 제15권4호
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• pp.33-49
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• 2014

Environmental concern has been an important issue for a few decades, and the extent of consumer demand for eco-friendly consumption has been increased. This study seeks to investigate consumers' willingness to pay (WTP) a premium for eco-friendly cosmetics. This study evaluates how much more a consumer is willing to pay for eco-friendly cosmetics and examines significant factors influencing consumers' WTP for eco-friendly cosmetics. Consumers' WTP is measured using four different ecofriendly cosmetics: low-priced skin care cosmetics, low-priced makeup cosmetics, high-priced skin care cosmetics, and high-priced makeup cosmetics. This study uses the contingent valuation method (CVM) to estimate consumer's WTP for eco-friendly cosmetics. Survey questions were designed using both dichotomous choice and payment card method of CVM. Through face to face interviews and on-line surveys, the data were collected from women between 20 and 49 years old residing in Seoul and Kyeonggi area, Korea, in May 2010. A total of 226 questionnaires (132 from interviews and 94 from on-line) were included for the analytical sample in this study. The data were analyzed using descriptive analysis, T-test and Log-Logit analysis. The findings are as follows: First, the WTP measured by dichotomous choice method was estimated using the Log-Logit analysis. The results showed that the estimated WTP for low-priced skin care cosmetics was 19,152 won, which was 27.7% higher than the reference price, 15,000 won. For low-priced makeup cosmetics, the estimated WTP was 18,524 won, and its green premium was 21.0%. The estimated WTP for high-priced skin care cosmetics was 59,128 won, which was 18.3% higher than the reference price, 50,000 won. For high-priced makeup cosmetics was 57,666 won, and its green premium was 15.3%. Second, the WTP measure by payment card method was estimated using descriptive analysis. The results showed that the respondents were willing to pay 17,955 won for low-priced skin care cosmetics, which was 19.7% higher than the reference price, 15,000 won and 17,595 won for low-priced makeup cosmetics, which was 17.3% higher than the reference price. For high-priced skin care cosmetics, the average WTP was 56,950 won which was 13.9% higher than the reference price, 50,000 won. For high-priced makeup cosmetics, the average WTP was 55,650 won, which was 11.3% higher than the reference price. Overall, the WTP was higher in order of low-priced skin care, low-priced makeup, high-priced skin care, and high-priced makeup. It means that consumers decide degree of premium based on the price and the attributes of eco-friendly products. Third, the findings showed that age, monthly income, and having children or not were statistically significant factors that influenced consumers' willingness to pay for eco-friendly cosmetics. Other explanatory variables such as education, marital status, job, purchase experience of eco-friendly products, and environmental concerns did not show any statistical significance. The major contribution of this study is the investigation of the value of green attributes of the products by using CVM. Unlike most previous researches, this research used two methods of CVM, the dichotomous choice and the payment card, so it enhanced the reliability of research. According to this study, consumers showed price sensitivity when they pay green premium. These findings can be used as useful information to establish marketing strategies for green cosmetics.

• 한국의류학회지
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• 제32권8호
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• pp.1274-1285
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• 2008

The purpose of this study is to investigate influences of perceived price dimensions and store attributes on store choice behavior. Three major retail formats, department store, discount store, and internet shopping mall in retail industry were compared with respect to store attributes and intention to purchase fashion products. Data were obtained from 427 consumers aged 25-49 years old. The results were as follows. (1) Multidimensional aspects of the price construct were identified: price-quality schema, prestige sensitivity, price mavenism, value consciousness, price consciousness, and sales proneness. (2) Store attributes included product assortment, quality per price (Q/P), service, and symbolic image in general. However, store attribute factors of three retail formats consisted of slightly different items. Department stores presented the highest level of mean scores on product quality, customer service, and symbolic images, while internet mall exhibited highest on product variety, information comparison, and quality per price. (3) Respondents presented high level of intention to purchase fashion products at internet mall, department store, and discount store in that order. (4) Purchase intention at department store was predicted by Q/P, service, symbolic image, prestige sensitivity, product assortment, clothing consumption, and age in order. Purchase intention at discount store was influenced by assortment & Q/P, symbolic image, clothing consumption, and sales proneness, whereas internet mall was predicted by product assortment, Q/P, service, price mavenism, and price-quality schema.

• 한국의류학회지
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• 제32권3호
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• pp.385-394
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• 2008

The purpose of this study was to investigate the influential variables of impulse buying for jewelry. A survey questionnaire was developed from previous researches. Data were obtained from female consumers who have purchased jewelry products living in Busan. The results showed that impulse buying of jewelry was influenced by shopping orientation, consumption value, store attributes, store types, and demographic variables. The impulse-buyers of jewelry were more likely to be recreational and fashion-oriented shoppers and to have store/brand loyalty than unimpulse-buyers. Additionally, they perceived importantly the uniqueness, newness or fashionability of jewelry, kindness of salesperson, store atmosphere, various design and assortment, and special sales of the jewelry store. They were more likely to patronize the department store and franchise store to purchase jewelry products. They also tended to spend more for jewelry and more frequently visit the jewelry store. Findings should provide the informations to assist marketers and researchers in their understandings of the jewelry market.

• 마케팅과학연구
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• 제18권3호
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• pp.27-57
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• 2008

Many consumers enjoy the challenge of purchasing a brand that matches well with their own values and personalities (for example, Ko et al., 2008; Ko et al., 2006). Therefore, the personalities of consumers can impact on the final selection of a brand and its brand personality in two ways: first, the consumers may incline to purchase a brand or a product that reflects their own personalities; second, consumers tend to choose a company that has similar brand personalities to those brands that are being promoted. Therefore, the objectives of this study are following: 1. Is there any empirical relationship between a consumer's personality and the personality of a brand that he or she chooses? 2. Can a corporate brand be differentiated by the brand personality? In short, consumers are more likely to hold favorable attitudes towards those brands that match their own personality and will most probably purchase those brands matching well with their personality. For example, Matzler et al. (2006) found that extraversion and openness were positively related to hedonic product value; and that the personality traits directly (openness) and indirectly (extraversion, via hedonic value) influenced brand effects, which in turn droved attitudinal and purchase loyalty. Based on the above discussion, the following hypotheses are proposed: Hypothesis 1: the personality of a consumer is related to the brand personality of a product/corporate that he/she purchases. Kuksov (2007) and Wernerfelt (1990) argued that brands as a symbolic language allowed consumers to communicate their types to each other and postulated that consumers had a certain value of communicating their types to each other. Therefore, how brand meanings are established, and how a firm communicate with consumers about the meanings of the brand are interesting topics for research (for example, Escalas and Bettman, 2005; McCracken, 1989; Moon, 2007). Hence, the following hypothesis is proposed: Hypothesis 2: A corporate brand identity is differentiated by the brand personality. And there are significant differences among companies. A questionnaire was developed for collecting empirical measures of the Big-Five personality traits and brand personality variables. A survey was conducted to the online access panel members through the Internet during December 2007 in Korea. In total, 500 respondents completed the questionnaire, and considered as useable. Personality constructs were measured using the Five-factor Inventory (NEO-FFI) scale and a total of 30 items were actually utilized. Brand personality was measured using the five-dimension scale developed by Aaker (1997). A total of 17 items were actually utilized. The seven-point Likert-type scale was the format of responses, for example, from 1 indicating strongly disagreed to 7 for strongly agreed. The Analysis of Moment Structures (AMOS) was used for an empirical testing of the model, and the Maximum Likelihood Estimation (MLE) was applied to estimate numerical values for the components in the model. To diagnose the presence of distribution problems in the data and to gauge their effects on the parameter estimates, bootstapping method was used. The results of the hypothesis-1 test empirically show that there exit certain causality relationship between a consumer's personality and the brand personality of the consumer's choice. Thus, the consumer's personality has an impact on consumer's final selection of a brand that has a brand personality matches well with their own personalities. In other words, the consumers are inclined to purchase a brand that reflects their own personalities and tend to choose a company that has similar brand personalities to those of the brand being promoted. The results of this study further suggest that certain dimensions of the brand personality cause consumers to have preference to certain (corporate) brands. For example, the conscientiousness, neuroticism, and extraversion of the consumer personality have positively related to a selection of "ruggedness" characteristics of the brand personality. Consumers who possess that personality dimension seek for matching with certain brand personality dimensions. Results of the hypothesis-2 test show that the average "ruggedness" attributes of the brand personality differ significantly among Korean automobile manufacturers. However, the result of ANOVA also indicates that there are no significant differences in the mean values among manufacturers for the "sophistication," "excitement," "competence" and "sincerity" attributes of the corporate brand personality. The tight link between what a firm is and its corporate brand means that there is far less room for marketing communications than there is with products and brands. Consequently, successful corporate brand strategies must position the organization within the boundaries of what is acceptable, while at the same time differentiating the organization from its competitors.

• 경영정보학연구
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• 제13권3호
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• pp.123-139
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• 2011

본고는 국내 통신상품 결합전략을 도출하기 위해서 각 상품들을 소비자들이 어떻게 평가하는가를 분석하였다. 이를 위해서 각 상품의 가치에 영향을 미치는 다양한 속성을 서비스 특성, 서비스 가격, 그리고 기업이미지로 크게 분류하고 소비자들이 이들 개별상품의 가치를 평가할 때 각 속성들을 중요시하는 정도를 측정하였다. 따라서 본고의 연구주제는 결합되기 이전, 이후의 각사 서비스들의 인지가치 속성별로 기업 및 결합상품에 대해 중요하게 생각하고 있는지 논의하였으며, 마지막으로 통신 3사의 결합 시나리오에 따른 평가와 기업들의 대응 전략 방향에 대해 논의하였다. 결론적으로 각 통신 상품들은 그 구성 상품들의 속성에 따라 소비자들에 의해 다르게 평가되고 있으므로 각 기업들은 자신과 경쟁자들의 소비자 가치의 비교에 의해 자신들의 경쟁력을 극대화하기 위한 결합전략 시나리오를 도출하거나, 자신들의 상품 속성 중에서 가장 시급하게 보완해야하는 부분을 파악할 수 있다. 국내 통신 3사의 사례에서는 B사와 A, C사의 전략에 차별점이 있었으며, A, C사는 기업이미지와 서비스 특성에 대한 소비자의 평가를 향상시키기 위한 노력이 필요한 것으로 나타났다. 또한, 결합상품 확장의 6가지 시나리오분석에서는 전반적으로 A사의 QPS 확장이 가장 유리하였으나, B, C사의 강점을 활용한 DPS의 확장시 순차적인 시나리오로 가합성의 급격한 하락을 방지 할 수 있을 것으로 분석되었다. 상기와 같은 결과는 각 영역에서 고른 지배력을 보유한 기업도 있으나, 특정분야 강점이 있는 기업이 상대적인 약점을 보완하며 순차적인 차별화를 이룰 경우 경쟁력의 강화에 기여할 수 있음을 보여주는 것으로 기존의 연구에 비해 이론적, 실무적 공헌점이 크다고 볼 수 있다. 또한, 소비자들의 평가에 의한 가합성 지수가 각 기업들의 노력에 의해서 변화될 수 있음을 가정할 때 이러한 시나리오 플래닝은 각 상품의 속성별로 각 기업들의 투자와 홍보가 동시에 고려되어야 함을 보여주는 연구 성과라고 할 수 있다.

• 유통과학연구
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• 제14권1호
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• pp.67-74
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• 2016

Purpose - In this paper, the degree of similarity and dissimilarity between pairs of 50 major cities in China can be shown on the basis of three evaluation variables(internet businessman index, internet shopping index and e-commerce development index). Dissimilarity distance matrix is used to analyze both similarity and dissimilarity between each fifty city in China by calculating dissimilarity as distance. Higher value signifies higher degree of dissimilarity between two cities. Cluster analysis is exploited to classify 50 cities into a number of different groups such that similar cities are placed in the same group. In addition, multidimensional scaling(MDS) technique can obtain visual representation for exploring the pattern of proximities among 50 major cities in China based on three development performance attributes. Research design, data, and methodology - This research is performed by the 2013 report provided with AliResearch in China(1/1/2013~11/30/2013) and utilized multivariate methods such as dissimilarity distance matrix, cluster analysis and MDS by using CLUSTER, KMEANS, PROXIMITIES and ALSCAL procedures in SPSS 21.0. Results - This research applies two types of cluster analysis and MDS on three development performances based on the 2013 report of Aliresearch. As a result, it is confirmed that grouping is possible by categorizing the types into four clusters which share similar characteristics. MDS is exploited to carry out positioning of both grouped locations of cluster and 50 major cities belonging to each cluster. Since all the values corresponding to Shenzhen, Guangzhou and Hangzhou(which belong to cluster 1 among 50 major cities) are very large, these cities are superior to other cities in all three evaluation attributes. Twelve cities(Beijing, ShangHai, Jinghua, ZhuHai, XiaMen, SuZhou, NanJing, DongWan, ZhangShan, JiaXing, NingBo and FoShan), which belong to cluster 3, are inferior to those of cluster 1 in terms of all three attributes, but they can be expected to be the next e-commerce revolution. The rest of major cities, in particular, which belong to cluster 4 are relatively inferior in all three attributes, so that this automatically evokes creative innovation, which leads to e-commerce development as a whole in China. In terms of internet businessman index, on the other hand, Tainan, Taizhong, and Gaoxiong(which belong to cluster 2) are situated superior to others. However, these three cities are inferior to others in an internet shopping index sense. The rest of major cities, in particular, which belong to cluster 4 are relatively inferior in all three evaluation attributes, so that this automatically evokes innovation and entrepreneurship, which leads to e-commerce development as a whole in China. Conclusions - This study suggests the implications to help e-governmental officers and companies make strategies in both Korea and China. This is expected to give some useful information in understanding the recent situation of e-commerce in China, by looking over development performances of 50 major cities. Therefore, we should develop marketing, branding and communication relevant to online Chinese consumers. One of these efforts will be incentives like loyalty points and coupons that can encourage consumers and building in-house logistics networks.

• 한국의류학회지
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• 제45권1호
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• pp.73-93
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• 2021

This study typifies fashion mobile plays in a digital environment and explores the experiential value created by them through a case study of a fashion brand mobile app. For the case analysis, mobile plays were divided into four types: intrinsic motivation/active participation, intrinsic motivation/passive participation, external motivation/active participation, and external motivation/passive participation, depending on the mobile players motivation and level of participation. Among the global fashion brand mobile apps released from 2009 to 2019, 16 cases suitable for the analytical framework were used for final analyses. The main results are as follows. First, mobile play value include characteristics such as networkability, immersion, hyper-spatiality, and super-temporality in addition to the attributes of a traditional play such as spontaneity, uncertainty, regularity, and playfulness. Second, the four types of mobile play provide participants with an experiential value such as creative value, emotional value, social value, and exploitative value. This study has academic implications in terms of introducing a new framework that can typify mobile plays and suggest practical implications for what experiential value fashion companies can give consumers through mobile app marketing.

• 한국의류학회지
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• 제23권4호
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• pp.529-540
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• 1999

The purpose of this study is examine how price attitude and risk perception affect6 consumer's attitude to clothing discount stores. As for the methods of the research 313 female consumers who just finished shopping at discount stores were interviewed and questioned. The result is as the following. 1. The factors such as discount price inclination effective value inclination price-quality association and price-social grade association in the price attitude as well as social psychological risk and the risk of losing opportunity in the risk perception affected consumer's attitude to clothing discount store. 2. The domestic national brand discount store acquired the highest scores in all factors but discount inclination factor and low price inclination factor. No difference was seen between stores in terms of the risk perception. 3. The determining factors for repurchase intention were found to be store satisfaction and the attitude to clothing discount store. 4. The convenience of transportation the availability of exchange or repair the payment option the quality of the product and the attributes of the store e, g, good quality with relatively low price affected the store satisfaction. 5. Domestic national brand discount store showed higher score in 'good quality with relatively low price' than domestic casual brand discount store did. And difference between groups was found in repurchase intention, Conclusively most consumers using clothing discount stores are effective value-oriented.