• 제목/요약/키워드: Food Marketing

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A Causal Relationship Model of Factors Influencing One Tambon One Product (OTOP) Snack Food Product Quality in Thailand

  • BOONNARAKORN, Sawitree;DEEBHIJARN, Samart;SAENGMANEE, Woranart
    • The Journal of Asian Finance, Economics and Business
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    • 제9권8호
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    • pp.123-134
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    • 2022

  • In 2021 One Tambon One Product (OTOP) food products reached $3,447 billion domestically and $200 million internationally. Mirroring Japan's highly successful OVOP (One Village One Product) poverty reduction and rural employment program, Thailand's OTOP program has since become a global model of success as well. From May through June 2022, OTOP snack food vendor entrepreneurs were contacted and asked to contribute their opinions about what factors affected their enterprise's food product quality. Using systematic random sampling across six Thai regions, 311 export entrepreneurs, production managers, and marketing managers participated. The results revealed that product innovation (PDTI), process innovation (PCSI), packaging design (PKD), and the 4P marketing mix (4PMM) all positively influenced OTOP snack food product quality (PDQ), which, when combined, had a total effect R2 value of 27%. Also, the latent variable TE values for PDTI, PKD, 4PMM, and PCSI, were 0.38, 0.29, 0.22 and 0.11, respectively. Seven of the nine hypotheses examined were supported, with packaging design (PKD) determined to have the greatest influence on the 4P marketing mix (4PMM).

  • https://doi.org/10.13106/jafeb.2022.vol9.no8.0123 인용 PDF KSCI HTML

식품업체의 건강편의식 개발 경향 및 유용성 조사 (Trends and Feasibility of Health-Oriented Convenience Food of Korean Food Industry)

  • 양일선;이진미;이영은;윤선
    • 한국식생활문화학회지
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    • 제13권3호
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    • pp.215-225
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    • 1998

  • The purpose of this study was to identify the development trends and feasibility of health-oriented convenience foods in Korea for promoting health. Special objectives were to investigate characteristics of health-oriented convenience foods; to determine the factor affecting the sale of health-oriented convenience foods; to examine marketing strategies of the foodservice industry; and to provide feedback for the development plan. Questionnaires were developed in this study and mailed to 10 food companies in Korea and then telephone interviews were carried out. Also, marketing strategies of each industry are analyzed by the visit interview with food processing and marketing chargers. The survey was conducted between September 30 and October 30, 1997. The results of this study were summarized as following : The most popular health-oriented convenience foods were completely precooked type, pouch/PE bag packaging type, diet purpose, 100-300 gram size, and convenience store sales with regard to selling and developing health-oriented convenience foods. About factors affecting selling health-oriented convenience foods, the best contributors among factors were seasonality, convenience, and negative image for instant foods. For health-oriented convenience foods, the most important factor was the improvement of taste and quality. Adults should be the most promising customers for health-oriented convenience foods. Food companies must promote variety, taste, nutrition, convenience, price, and advertising of health-oriented convenience foods for the powerful marketing strategies in the future.

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외식 서비스 기업의 전단 광고가 마케팅 성과에 미치는 영향 : 피자 레스토랑을 중심으로 (Effects of Handbills from the Food-Service Industry on the Marketing Performance - Focusing on Pizza Restaurants -)

  • 이보연;강석우
    • 한국조리학회지
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    • 제12권2호
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    • pp.106-120
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    • 2006

  • This study aimed to analyze the effects of handbills from the food-service industry on the marketing performance. In this study, an independent variable was one of the evaluation factors of handbills while performance variables were general satisfaction of handbills and repurchase intention. For the analysis methods, frequency analysis, descriptive statistics, factor analysis and multiple regression analysis were performed with SPSS 12.0. As a result of analyses, it was revealed that general satisfaction of handbills by advertisement evaluation factors was partly significant. Second, it was found that a product purchase intention by advertisement evaluation factors was not mostly influential. Even though the findings of this study, it is expected that this study, which attempted an exploratory study on handbills of the food-service industry, will be used for future advertisement analyses of the food-service industry and as basic information on the advertisement effect.

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외식기업의 시장 지향성과 마케팅 성과 및 매개 변수에 관한 연구 (A Study on the Relationship between Market Orientation and Marketing Performance, and Mediators in Food Service Company)

  • 김기영;김이수
    • 한국조리학회지
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    • 제11권3호
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    • pp.56-69
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    • 2005

  • The world is changing so rapidly and being globalized and competitive. Also, food service companies in Korea have been making a speedy growth. In order that food service companies ran take long-term viability, they should introduce the market-orientation concept. Because market-orientation requires to investigate the factors of ever-diversified market environment on a regular basis, they can build up more detailed, practical and differentiated strategies than before. Thus, this study aimed to establish that the strategy of competitive edges based on the concepts could yield excellent marketing performance.

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