• 동아시아경상학회지
• /
• 제8권3호
• /
• pp.37-42
• /
• 2020

Purpose - Research on the mechanism by which tasting affects the purchase of related products and related products is still insufficient. Therefore, it is necessary to make good use of marketing practically how tasting affects taste and leads to consumption behavior. Research design, data, and methodology - First, we provide tasting sampling for people with different impulsive purchasing tendencies and check whether this leads to purchasing behavior in the future. Second, it is necessary to measure 'face (or notion of courtesy)', which is a characteristic of Koreans, as a moderating variable for the effect of sampling. Third, it is proposed to look at how the effect of sampling appears differently over time. Results - First, it is necessary to pay attention to the factors influencing the sampling effect in the product group that cannot produce a tasting situation such as general food or beverage. Second, research results may not apply to all actual marketing. Conclusions - This study is judged to have contributed to resolving the question of whether the distribution store's tasting promotion is more effective and lasts longer than other promotions. It also suggested the possibility that the effect of tasting could be changed depending on whether the amount of tasting was limited or the subjects of tasting.

• 한국유기농업학회지
• /
• 제29권3호
• /
• pp.333-358
• /
• 2021

This study investigates consumers' purchasing behavior and perception of the low-carbon certificated agricultural product. To this end, we surveyed 1,000 consumers and the main findings are as follows. First, Even after six years of national certification, it is important to promote the low-carbon certification system due to insufficient awareness and purchase experience. Second, the certificated area is small at around 5% of the area of environment-friendly agricultural products and GAP certification, and certification is concentrated on fruit trees. Third, an appropriate level of high-priced strategy can be useful considering the cost of low-carbon certification, image management of low-carbon certificated agricultural products, and quality is the most important factor for consumers to consider when purchasing fresh agricultural products. Fourth, consumers recognized that the contribution of low carbon certification in reducing greenhouse gas emissions and preserving the environment was higher than that of environment-friendly agricultural products or GAP certification. Considering that, promotional activities linked to environment-friendly agricultural products and GAP certification may be effective when promoting low-carbon certification. Finally, the Ministry of Agriculture, Food and Rural Affairs is implementing a carbon point system linked to Green Card to revitalize low carbon certification, but 25.7% of consumers are aware of it, and 8.4% have little experience in issuing it.

• Nutrition Research and Practice
• /
• 제15권6호
• /
• pp.747-760
• /
• 2021

BACKGROUND/OBJECTIVES: The consumption of home meal replacement (HMR) is increasing among college students in Korea and China. In particular, Chinese college students studying abroad in Korea (CSK) show changes in their dietary behavior after migration, and HMR consumption for meal substitution is also increasing. This study was conducted to compare the HMR consumption behaviors and HMR development needs of CSK, Chinese college students in China (CSC), and Korean college students in Korea (KSK). SUBJECTS/METHODS: The subjects were 570 college students (180 CSK, 200 CSC, and 190 KSK) who had experience of HMR consumption. Data were collected by face-to-face survey in 2019 and analyzed using SPSS 25.0. RESULTS: The majority of the subjects purchased HMR to 'saving time' and 'preventing meal skipping'. Average purchase price per HMR was about 5,000 won for the CSK and KSK, and about 3,000 won for the CSC. The most important attributes when selecting HMR for the CSK and CSC were hygiene, freshness, and taste in that order, while for the KSK were taste, price, and hygiene. Rice was preferred by the KSK while grilled and fried dishes were preferred by the CSK and CSC. In terms of development needs, dessert and meat-based side dishes were highest in all three groups. The preferred food materials for more than 50% of the subjects of all groups were beef, chicken, pork, shrimp, and squid, and spinach and Chinese cabbage in the CSK, and onion in the KSK. CONCLUSIONS: This study shows more effort is needed to develop the healthy customized HMR for college students studying in Korea and China, and that focuses are placed by CSK on hygiene and freshness, by CSC on meat side dishes, hygiene, and price, and by KSK on snacks (as meal substitutes), taste, and price.

• 한국식생활문화학회지
• /
• 제25권6호
• /
• pp.764-769
• /
• 2010

The aim of this study was to examine how customers perceive storytelling at a real local restaurant and to understand how consumption reflects their evaluation by understanding their values. Participants received information from a real local restaurant in the Gangneung area to examine the effects of storytelling and to evaluate their affective attitudes towards local restaurant stories, word-of-mouth intentions, and purchasing intentions using a seven-point Likert scale. A total of 310 consumers were used. A factor analysis was performed to identify consumption value characteristics and factor structure, which consisted economic value, emotional value, and epistemic value. To test whether local restaurant consumers could be classified into homogenous groups based on their consumption values, a three cluster solution was selected, and a Kmeans cluster analysis was performed. As a result, three groups were identified and labeled appropriate for their scores based on each of the consumption values; emotional value-oriented consumers to cluster 1, epistemic value-oriented consumers to cluster 2, and economic value-oriented consumers to cluster 3. An analysis of variance was used to examine the differences in the affective attitudes towards storytelling at the local restaurant, purchasing intentions, and word-of-mouth intentions across the three clusters. The epistemic value-oriented consumers had the highest score for all three variables. In contrast, economic value-oriented consumers had the lowest scores for the three variables. A regression analysis revealed that affective attitudes towards storytelling were significantly affected by these three consumption values. It also showed that positive affective attitudes towards storytelling were associated with higher purchasing intention and word-of-mouth. The significance of this study was to show how customers perceive storytelling at a real restaurant and reflect on their evaluation by understanding their consumption values. As a result, this study examined the potential power of storytelling as an effective marketing communication tool for local restaurants.

• 한국식생활문화학회지
• /
• 제25권2호
• /
• pp.198-206
• /
• 2010

In recent years consumers have become used to products geared toward a more convenient lifestyle, thus, the demand for salted-cabbage, for use in preparing Kimchi is increasing. This study aims to investigate purchasing factors, the satisfaction and demands of salted-cabbage, and to ascertain a marketing strategy for expanding the use of salted cabbage in food-service departments of schools. Self-administered questionnaires were collected from 131 buying agents who manage food materials for schools, and statistical data analysis was completed using the SPSS V.14.0 program. 46.9% of the participating respondents were from elementary schools, 27.7% from middle schools, and 25.4% were from high schools.. Most of the subjects (67.9%) recognized the salted cabbage retailed for foodservice, but 62.3% of these had not purchased them, due to both their lack of trust in the sanitation and raw material handling of the food product, and the high price. Respondents considered different factors when deciding whether or not to purchase: the origin (local or imported) of the cabbage, hygiene, and taste, as well as characteristics such as the cabbage weight, package weight, and package materials. The score of post-behavior intentions as well as overall satisfaction was rather high. Also, they perceived the need of strategic promotion for enlarging the market portion of salted-cabbage. These results will done the guidelines for diversifying the salted-cabbage market and for creating an added value of agricultural products in rural areas.

• 대한영양사협회학술지
• /
• 제22권4호
• /
• pp.251-260
• /
• 2016

This study was conducted to determine recognition of Chikhanwoo, promote its market competitiveness, and vitalize its uses in Korea. This research was carried out on 465 people, including 264 of the general public and 191 livestock farmers. For awareness of Chikhanwoo, 53.6% of the general public and 86.9% of livestock farmers recognized Chikhanwoo (P<0.001) through TV, Internet, news, magazines, and others. For consumption behaviors of Chikhanwoo meat, 4.3% of the general public and 1.9% of livestock farmers have purchased Chikhanwoo meat in the past. Most of them hinted at their intention to repurchase and highly intimated their wish to purchase on whether Chikhanwoo tastes better, is more nutritious and is safer than Hanwoo. In addition, they thought country of origin and price were the most important factors for purchasing (P<0.001). For recognition of the Hanwoo grading system, they preferred $1^{{+}{+}}$ and $1^+$, significantly (P<0.001). For need for quality certification, most respondents thought that the government should introduce a quality certification system for Chikhanwoo. For importance factor of prevalence of Chikhanwoo meat, marketability value had the highest degree of importance, followed by taste, quality, tradition and cooking methods (P<0.001). Results of this study show that domestic consumption of Chikhanwoo can be boosted by supplying Chikhanwoo meat with a differentiated taste and a safety assurance to the general public. There is also need to enhance genetic resources and improve brand value of Chikhanwoo. Continuous research and efforts should be made for the development of the livestock market.

• 대한영양사협회학술지
• /
• 제21권4호
• /
• pp.280-290
• /
• 2015

Diet is closely related to an economic level, but few studies have reported on the relationship between the economic level and eating habits, especially in college students. Therefore, this study was conducted to clarify differences in eating habits with a focus on processed foods according to allowance level in college students. This study was a cross-sectional survey of 500 college students using a questionnaire. The questionnaire consisted of general characteristics, eating behaviors, purchase of processed foods, and preference and intake frequency of processed foods. All subjects were classified based on monthly allowance: less than \300,000 (n=149), \300,000~400,000 (n=177), and more than \400,000 (n=124). All survey results were comparatively analyzed among the spending money groups. As the level of spending money of the subjects increased, the rate of skipping meals, eating out, and unbalanced diet increased (P<0.05). The reason for consuming processed foods was because they are easy to prepare. The factor considered the most when buying processed foods was price. However, these results showed no significant difference according to level of spending money. As spending money increased preference for retort, convenience, canned, and bottled foods significantly increased. Intake frequency of dairy products was lower, and the frequency of processed foods was significantly higher with more spending money. This study found that a higher level of monthly allowance in college students, was associated with higher rate of skipping meals, eating out, and unbalanced diet, and the preference and intake frequency of processed foods were also high. These results suggest that spending money level in college students, as an economic indicator, is relevant to intake of processed foods.

• 한국산학기술학회논문지
• /
• 제17권3호
• /
• pp.629-637
• /
• 2016

본 연구는 최근 편의점 PB식품이 대표적인 효자상품으로 자리잡음에 따라 소비자들의 편의점 PB식품군에 대한 구매행동과 만족도를 살펴보고 구매행동 및 만족도에 미치는 영향을 분석하였다. 분석결과 첫째, 편의점 PB식품을 구매하는 이유로 기존 제품 대비 가격이 저렴하다는 이유가 높은 것(46.7%)으로 나타났다. 둘째, 편의점 이용빈도와 PB식품 구매빈도에 소비자 특성이 미치는 영향을 다중회귀로 분석한 결과 편의점 이용빈도에 연령이 유의한 영향을 미치는 것으로 나타났으며 PB식품 구매빈도에는 성별과 연령이 모두 유의한 영향을 미치는 것으로 나타났다. 셋째, 편의점 이용빈도는 PB식품 구매빈도에 유의한 영향을 미치며 PB식품군 6개 군(과자/스낵, 음료, 유제품, 간편식, 라면/면류, 빵/튀김/핫바) 모두에서 선호하는 편의점 브랜드와 PB식품의 선호브랜드간 상관분석결과 Cramer V계수가 0.2~0.4로 모두 상관관계가 있는 것으로 나타났다. 넷째, 소비자들은 PB식품의 만족도를 속성별로 평가한 결과 보통 이상의 만족도를 보였으며 식품군 다양성과 제품군 맛 다양성 측면의 만족도가 3.57로 가장 높았고 가격에 대한 만족도가 가장 낮았다(3.49). 마지막으로 전반적 만족도에 영향을 미치는 속성별 만족도를 다중회귀로 분석한 결과 맛, 디자인/포장 속성의 만족도가 전반적 만족도에 유의한 것으로 나타났다. 이러한 분석결과를 토대로 다음과 같은 제언을 제시한다. 첫째, 선호하는 편의점 브랜드와 PB식품의 선호브랜드가 일치할 가능성이 크기 때문에 PB식품에 대한 적극적인 광고를 한다면 역으로 편의점을 선호브랜드로 자리매김할 수 있을 것으로 보인다. 둘째, 연령이 높아질수록 편의점 이용빈도와 PB식품 구매빈도는 낮아졌기 때문에 PB식품은 가격과 품질 모두 신뢰할 수 있도록 제품 개선 및 이미지 개선이 필요하다. 셋째, PB식품의 전반적 만족도에 영향을 미치는 요소인 맛 또는 디자인/포장의 경쟁력을 향상시킬 필요가 있다.

• 유통과학연구
• /
• 제9권3호
• /
• pp.47-54
• /
• 2011

This paper presents exploratory research on consumer awareness and attitudesabout organic food, for which consumer demand continues to increase the paper also assesses consumers' organic food distribution channel preferences. By conducting a literature review, a case study has been carried out in order to glean customer behavior, market condition and typesof distribution channels, and development of specialty stores for organic foods. The early research indicates that consumer awareness and customer attitudes toward organic food are mostly positive however, organic food's high price, as well as a lack of organic food stores, cause a negative effect on consumers' purchase intention. Secondly, the U.S. organic food retail channel consists of such mainstream supermarket/grocery stores and leading natural and organic food supermarket chains as Whole Foods, Trader Joe's, and Sunflower Farmers Market. For the current retail distribution of organic food in Korea, off-line stores are composed of direct management stores and franchise chains. Most of the organic food retail distribution operates through the Internet shopping mall, and are commonly located at retail distribution centers as multi-channel, shop-in-shop stores. Moreover, unlike in the U.S., association and consumers' cooperatives (Co-Ops), and such other member-direct retail stores as Hansallim, iCOOP, Nature Dream,and online shopping malls, are all active in Korea. Thirdly, as a result of an analysis of the present state of the organic food retail channel, as well as building a case for organic food specialty stores, the distinctive featuresand rapid growth of such unique organic food stores as Whole Foods Market, or Trader Joe's successful downsizing strategies, as well as Sunflower Farmers Market low-price approach, show steady industry growth. Moreover, as a result of a case studyof such domestic representative organic food specialty stores as "Olga" and "Chorokmaeul," a similar management style to the United States' "Whole Foods Market" and "Trader Joe's," respectively, can be seen. Similar to the U.S. market, Korean organic food markets should also implement active retail distribution opportunities, allowing consumers to select from various diverse and differentiated choices. In order to accomplish this goal, it is necessary to prepare such measures as sustaining reasonable prices, securing various suppliers for unique products,and improving consumer trust through advertisement strategies that are suitable for each company's branding processes.

• 한국산학기술학회논문지
• /
• 제20권8호
• /
• pp.456-471
• /
• 2019

최근 들어 환경에 대한 소비자들의 높아진 관심으로 인해 식생활과 지속가능한 소비의 중요성이 부각되고 있어 기능성식품 사용과 환경에 대한 관심의 연관성에 대해 소비자 반응을 파악할 필요성이 증가하고 있다. 본 연구는 식품과 관련된 소비자의 라이프스타일에 따라 시장을 세분화하여 생태친화적 기능성 식품 브랜드인 스피룰리나에 대한 소비자 행동을 분석하였다. 분석 결과, 식생활 라이프스타일에 따라 3개의 소비자유형(식생활 고관여형, 식생활 안전추구형, 식생활 편의추구형)으로 분류되었으며, 유형별 기능성 식품의 소비행동은 유의한 차이가 있는 것으로 나타났다. 더 나아가서 기능성식품에 대한 긍정적인 태도와 환경에 대한 관심은 스피룰리나의 구매의도를 증가시켜 실제 구매행동으로 연계되는 것으로 나타났으며, 환경 관여도가 높은 소비자들은 기능성 식품에 대해 좀 더 호의적인 태도를 보이는 것으로 나타났다. 따라서 생태친화적 기능성 식품의 시장 확대를 위해서는 시장을 세분화하여 환경적 관여도가 높은 소비자를 발견하고 표적화한 뒤 친환경 제품 마케팅 전략을 추진함으로써 관련 식품에 대한 소비자 인지도를 높일 필요가 있을 것이다.