• Asia Marketing Journal
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• 제15권1호
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• pp.1-22
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• 2013

This case focuses on Shanghai Tang, the first truly Chinese luxury brand that appeals to both Westerners and, more recently, to Chinese consumers worldwide. A visionary and wealthy businessman Sir David Tang created this company from scratch in 1994 in Hong Kong. Its story, spanned over almost two decades, has been fascinating. It went from what best a Chinese brand could be in the eyes of Westerners who love the Chinese culture, to a nearly-bankrupted company in 1998, before being acquired by Richemont, the second largest luxury group in the world. Since then, its turnaround has been spectacular with a growing appeal among Chinese luxury consumers who represent the core segment of the luxury industry today. The main objective of this case study is to formally examine how Shanghai Tang overcame its downfall and re-emerged as one the very few well- known Chinese luxury brands. More specifically, this case highlights the ways with which Shanghai Tang made a transitional change from a brand for Westerners who love the Chinese culture, to a brand for both, Westerners who love the Chinese culture and Chinese who love luxury. A close examination reveals that Shanghai Tang has followed the brand identity concept that consists of two major components: functional and emotional. The functional component for developing a luxury brand concerns all product characteristics that will make a product 'luxurious' in the eyes of the consumer, such as premium quality of cachemire from Mongolia, Chinese silk, lacquer, finest leather, porcelain, and jade in the case of Shanghai Tang. The emotional component consists of non-functional symbolic meanings of a brand. The symbolic meaning marks the major difference between a premium and a luxury brand. In the case of Shanghai Tang, its symbolic meaning refers to the Chinese culture and the brand aims to represent the best of Chinese traditions and establish itself as "the ambassador of modern Chinese style". It touches the Chinese heritage and emotions. Shanghai Tang has reinvented the modern Chinese chic by drawing back to the stylish decadence of Shanghai in the 1930s, which was then called the "Paris of the East", and this is where the brand finds inspiration to create its own myth. Once the functional and emotional components assured, Shanghai Tang has gone through a four-stage development to become the first global Chinese luxury brand: introduction, deepening, expansion, and revitalization. Introduction: David Tang discovered a market gap and had a vision to launch the first Chinese luxury brand to the world. The key success drivers for the introduction and management of a Chinese luxury brand are a solid brand identity and, above all, a creative mind, an inspired person. This was David Tang then, and this is now Raphael Le Masne de Chermont, the current Executive Chairman. Shanghai Tang combines Chinese and Western elements, which it finds to be the most sustainable platform for drawing consumers. Deepening: A major objective of the next phase is to become recognized as a luxury brand and a fashion or design authority. For this purpose, Shanghai Tang has cooperated with other well-regarded luxury and lifestyle brands such as Puma and Swarovski. It also expanded its product lines from high-end custom-made garments to music CDs and restaurant. Expansion: After the opening of his first store in Hong Kong in 1994, David Tang went on to open his second store in New York City three years later. However this New York retail operation was a financial disaster. Barely nineteen months after the opening, the store was shut down and quietly relocated to a cheaper location of Madison Avenue. Despite this failure, Shanghai Tang products found numerous followers especially among Western tourists and became "souvenir-like" must-haves. However, despite its strong brand DNA, the brand did not generate enough repeated sales and over the years the company cumulated heavy debts and became unprofitable. Revitalizing: After its purchase by Richemont in 1998, Le Masne de Chermont was appointed to lead the company, reposition the brand and undertake some major strategic changes such as revising the "Shanghai Tang" designs to appeal not only to Westerners but also to Chinese consumers, and to open new stores around the world. Since then, Shanghai Tang has become synonymous to a modern Chinese luxury lifestyle brand.

• 한국식품영양과학회지
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• 제46권11호
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• pp.1386-1396
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• 2017

도라지 추출농축액과 발효도라지 추출액을 이용하여 휴대가 편이하고 식용이 간편한 도라지 추출농축액 스틱제품을 제조하기 위하여 관능적 특성과 항산화 및 항균 활성을 최적화 목적으로 품질의 특성을 분석하였고 최적 배합 레시피를 산출하였다. 중심합성계획법(CCD)에 따라 도라지 추출농축액($X_1$), 발효도라지 추출액($X_2$), 천년초 추출액($X_3$)의 양을 독립변수로 하여 실험계획을 하고 데이터를 분석한 후 최적화하였다. 쓴맛과 아린맛, 흐름성 및 전반적인 기호도 등 관능적 특성과 항산화 및 항균 활성의 기능적 특성 모두 P-value가 5% 이내에서 유의성을 보여 모델의 적합성이 인정되었다. 관능적 특성에서는 쓴맛, 아린맛 및 흐름성에서는 도라지 추출농축액이 증가할수록 맛 및 흐름성에 강도가 높아졌고, 천년초 추출액이 증가할수록 점성이 높아져서 흐름성에 대한 기호도가 높아졌으며, 관능적인 특성에서 배합비의 최적치를 쓴맛과 아린맛은 최저치를, 흐름성과 기호도는 최대치를 목적으로 하였다. 이때 도라지 추출농축액, 발효도라지 추출액 및 천년초 추출액을 최적 배합치는 각각 8.00 g, 18.38 g 및 20.00 g이었으며, 쓴맛, 아린맛, 흐름성 및 전반적인 기호도에 대한 관능 결과값은 각각 3.259, 1.491, 5.218 및 6.037을 보였으며, 만족도는 쓴맛, 아린맛, 흐름성 및 전반적인 기호도 각각 0.9753, 1.0000, 0.6336 및 0.9093이었고 전체적으로 관능적인 면에서 만족도는 0.8658로 나타났다. 항산화 및 항균 활성은 도라지 추출농축액, 발효도라지 추출액 및 천년초 추출액 모두 첨가량이 증가할수록 높아지는 결과를 보였으며, 최대치를 목적으로 하였을 때 최적 배합치는 도라지 추출농축액, 발효도라지 추출액 및 천년초 추출액 각각 12.00 g, 20.00 g 및 18.38 g이었다. 이때 결과는 각각 93.405%의 항산화 효과와 45.306시간 동안 기관지질환 유발세균의 생육을 저지하였으며 만족도는 항산화 활성은 1.0000이었고 항균 활성에 대한 만족도는 0.9684였다. 관능적 특성과 기능적 특성을 동시에 반응표면분석한 결과 최적배합치는 도라지 추출농축액, 발효도라지 추출액 및 천년초 추출액 각각 8.456 g, 20.00 g 및 20.00 g이었으며, 이때 결과는 쓴맛, 아린맛, 흐름성 및 전반적인 기호도가 각각 3.424, 1.700, 5.105 및 6.033이었고, 85.53%의 항산화 활성과 34.27시간 동안 생육시간이 저지되었다. 최적 배합치에서 아린맛에 대한 만족도는 변함이 없었으나 기타 관능적인 면에서 만족도와 기능적인 만족도는 낮아졌으며 전체적인 만족도는 0.7596이었다.

• 대한공업교육학회지
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• 제33권2호
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• pp.192-217
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• 2008

차량기술사들은 자동차산업의 현장에서 신제품기획, 마케팅, 연구개발, 제조 및 관리 등의 전문적인 업무를 수행한다. 이들의 전문 기술역량은 기업과 조직의 경쟁력을 증진시키는 원동력이다. 이 연구는 차량기술사들의 전문적 업무역량 특성과 중요도를 규명하여 자동차 기술 분야의 자격검정과 공학교육을 효율적으로 연계할 수 있는 기초자료를 제공하는 데 목적이 있다. 세부 연구문제는 첫째, 전문가(차량기술사, 자동차 관련 전공 대학교수, 자동차 전문가)들은 추론된 차량기술사의 전문적 업무역량별 중요도를 어떻게 인식하고 있는가? 둘째, 차량기술사의 업무역량에 관한 중요도 인식에 있어서 응답자의 소속집단(차량기술사, 자동차공학 전공 대학교수, 자동차 전문가)간에 차이가 있는가? 이다. 연구자들은 현직에 근무하고 있는 차량기술사 등 자동차 신제품 개발관련 전문가 협의 및 개인면담을 통해 차량기술사의 전문적 업무역량을 추출한 다음, 차량기술사 108명, 자동차 및 기계공학전공 대학교수 49명, 기업체의 자동차 전문가 55명을 대상으로 설문지를 배포하여 총 152명(72%)으로부터 설문지를 회수하여 분석하였다. 차량기술사의 전문적 업무역량에 대한 설문지는 영역 및 항목별로 빈도 및 변량분석을 실시하였다. 연구결과는 제동장치설계, 프로젝트진행리더십, 미래예측과 변화관리, 디젤엔진설계, 환경대책, 제품기획과 안전에 대한 기술이 가장 중요한 것으로 나타났고, 인사총무와 재무회계, 노무관리 등에 대해서는 중요도를 낮게 인식하고 있었다. 또한 업무영역평균의 집단별 중요도는 섀시설계영역, 엔진 변속기설계영역, 제품기획 마케팅영역, 자재 물류 품질관리영역, 디자인 차체 의장설계영역, 판매 정비 및 경영지원영역, 소재 및 엔진제조영역, 프레스 및 조립공장 제조 영역 순으로 나타냈다. 자동차개발업무관련 차량기술사의 전문적 업무역량중 고객편익과 안전관련 신기술 응용력, 경쟁력 있는 신제품개발 능력의 중요도가 높았다. 응답집단별로는 교수집단이 타집단 보다 모든 항목에서 중요도 평가 평균값이 높았고, 다음은 차량기술사, 차량전문가 순으로 나타났다.

• 한국재난정보학회 논문집
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• 제17권3호
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• pp.487-499
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• 2021

연구목적: 본 논문은 미래 산업발전과 환경변화에 대한 안전인증기준의 합리화를 위하여, 안전인증기준의 성능화에 대한 문제점을 검토하고 개선방향을 제시하는 것을 목적으로 한다. 연구방법: 문헌조사 및 실무자 면담조사를 통해 안전인증 체계에 대한 문제점과 한계점을 정리하고, 안전인증기준의 현황을 설계기준과 성능기준 그리고 세부적인 기준으로 분류하여 현황 분석을 실시한다. 그리고 조사 및 분석한 결과를 종합하여 안전인증기준의 성능화를 위한 개선사항을 제시한다. 연구결과: 조사를 통해 안전인증의 문제점과 한계점은 정부주도의 인증체계운용, 정형화된 인증기준, 인증개선에 장시간이 소요, 인증기준 마련체계의 부실, 업계의견 반영의 부족 등 6가지로 정리 할 수 있었다. 그리고 인증기준을 성능 및 설계기준으로 구분하여 분석한 결과, 기계 및 설비, 방호장치의 경우, 설계기준이 69.7% 및 64.9%로 높게 나타난 반면, 보호구의 경우 성능기준이 61.1%로 높게 나타났다. 설계기준 중심의 안전인증기준을 성능화하기 위해서는 인증기준의 성능화 가능성 판단, 검사시험방법의 규정 가능성 판단 등이 전제되어야 한다. 그리고 성능화를 위해서는 제조물책임법강화, 시장모니터링 등 체계화, 인증시험 업무의 분산, 민간의 인증기준 마련 참여 등의 제도기반 및 인프라 구축이 필요한 것으로 검토 되었다. 결론: 연구를 통해 우리나라 안전인증제도의 문제점과 한계점을 정리하고 성능화 필요성에 대하여 검토 하였다. 안전인증기준의 성능화는 법령정비, 인프라 구축 등 준비 작업이 필요한 사항으로 중장기적인 추진이 필요하다. 또한 전체 안전인증기준의 성능화 보다는 인증대상 품목별로 성능화 요건을 검토하여 추진하고, 세부적인 사항은 추가적인 연구를 통해 구체화해 나가야 한다.

• Journal of Radiation Protection and Research
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• 제40권3호
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• pp.124-131
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• 2015

원료물질 또는 공정부산물을 가공하거나 이를 원료로 하여 제조된 제품인 가공제품은 함유된 천연방사성핵종(우라늄, 토륨, 포타슘 등)으로부터 감마선 방출로 외부피폭을 유발할 수 있다. 따라서 본 연구에서는 방사성핵종 농도 우라늄 토륨 $1Bq{\cdot}g^{-1}$, 포타슘 $10Bq{\cdot}g^{-1}$을 가정하고 평형상태의 감마선방출을 가정하여 최종사용자의 사용환경을 반영하여 몬테칼로 전산모사로 복셀팬텀인 ICRP 기준팬텀과 ICRP 권고 103을 적용하여 가공제품의 연간피폭선량을 계산하고 체계를 개발하였다. 가공제품은 사용환경에 따라 피부비밀착형(석고보드, 음이온 벽지, 음이온 페인트)과 피부밀착형(팔찌, 목걸이, 벨트, 뜸질기)으로 구분하였고 기하학적 모델링은 일반가구가 거주하는 주택의 유형 분포추이와 설계지침을 반영하여 룸모델링($3m{\times}4m{\times}2.8m$ 보수적으로 밀폐된 방)과 복셀팬텀 분할면에 직접 가공제품을 모사하였다. 사용시간은 한국형 노출지수 개발 및 운영체계 구축 보고서를 참고하였으며 알 수 없는 제품은 보수적으로 24시간을 가정하였다. 본 연구에서 가공제품의 연간 유효선량은 0.00003 ~ 0.47636 mSv로 평가되었으며 벨트류 장기등가선량률을 확인하여 복셀팬텀에 가공제품을 직접 모사하는 것의 의미를 확인하였다.

• 한국지능시스템학회:학술대회논문집
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• 한국퍼지및지능시스템학회 1993년도 Fifth International Fuzzy Systems Association World Congress 93
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• pp.975-976
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• 1993

This talk presents the overview of the author's research and development activities on fuzzy inference hardware. We involved it with two distinct approaches. The first approach is to use application specific integrated circuits (ASIC) technology. The fuzzy inference method is directly implemented in silicon. The second approach, which is in its preliminary stage, is to use more conventional microprocessor architecture. Here, we use a quantitative technique used by designer of reduced instruction set computer (RISC) to modify an architecture of a microprocessor. In the ASIC approach, we implemented the most widely used fuzzy inference mechanism directly on silicon. The mechanism is beaded on a max-min compositional rule of inference, and Mandami's method of fuzzy implication. The two VLSI fuzzy inference chips are designed, fabricated, and fully tested. Both used a full-custom CMOS technology. The second and more claborate chip was designed at the University of North Carolina(U C) in cooperation with MCNC. Both VLSI chips had muliple datapaths for rule digital fuzzy inference chips had multiple datapaths for rule evaluation, and they executed multiple fuzzy if-then rules in parallel. The AT & T chip is the first digital fuzzy inference chip in the world. It ran with a 20 MHz clock cycle and achieved an approximately 80.000 Fuzzy Logical inferences Per Second (FLIPS). It stored and executed 16 fuzzy if-then rules. Since it was designed as a proof of concept prototype chip, it had minimal amount of peripheral logic for system integration. UNC/MCNC chip consists of 688,131 transistors of which 476,160 are used for RAM memory. It ran with a 10 MHz clock cycle. The chip has a 3-staged pipeline and initiates a computation of new inference every 64 cycle. This chip achieved an approximately 160,000 FLIPS. The new architecture have the following important improvements from the AT & T chip: Programmable rule set memory (RAM). On-chip fuzzification operation by a table lookup method. On-chip defuzzification operation by a centroid method. Reconfigurable architecture for processing two rule formats. RAM/datapath redundancy for higher yield It can store and execute 51 if-then rule of the following format: IF A and B and C and D Then Do E, and Then Do F. With this format, the chip takes four inputs and produces two outputs. By software reconfiguration, it can store and execute 102 if-then rules of the following simpler format using the same datapath: IF A and B Then Do E. With this format the chip takes two inputs and produces one outputs. We have built two VME-bus board systems based on this chip for Oak Ridge National Laboratory (ORNL). The board is now installed in a robot at ORNL. Researchers uses this board for experiment in autonomous robot navigation. The Fuzzy Logic system board places the Fuzzy chip into a VMEbus environment. High level C language functions hide the operational details of the board from the applications programme . The programmer treats rule memories and fuzzification function memories as local structures passed as parameters to the C functions. ASIC fuzzy inference hardware is extremely fast, but they are limited in generality. Many aspects of the design are limited or fixed. We have proposed to designing a are limited or fixed. We have proposed to designing a fuzzy information processor as an application specific processor using a quantitative approach. The quantitative approach was developed by RISC designers. In effect, we are interested in evaluating the effectiveness of a specialized RISC processor for fuzzy information processing. As the first step, we measured the possible speed-up of a fuzzy inference program based on if-then rules by an introduction of specialized instructions, i.e., min and max instructions. The minimum and maximum operations are heavily used in fuzzy logic applications as fuzzy intersection and union. We performed measurements using a MIPS R3000 as a base micropro essor. The initial result is encouraging. We can achieve as high as a 2.5 increase in inference speed if the R3000 had min and max instructions. Also, they are useful for speeding up other fuzzy operations such as bounded product and bounded sum. The embedded processor's main task is to control some device or process. It usually runs a single or a embedded processer to create an embedded processor for fuzzy control is very effective. Table I shows the measured speed of the inference by a MIPS R3000 microprocessor, a fictitious MIPS R3000 microprocessor with min and max instructions, and a UNC/MCNC ASIC fuzzy inference chip. The software that used on microprocessors is a simulator of the ASIC chip. The first row is the computation time in seconds of 6000 inferences using 51 rules where each fuzzy set is represented by an array of 64 elements. The second row is the time required to perform a single inference. The last row is the fuzzy logical inferences per second (FLIPS) measured for ach device. There is a large gap in run time between the ASIC and software approaches even if we resort to a specialized fuzzy microprocessor. As for design time and cost, these two approaches represent two extremes. An ASIC approach is extremely expensive. It is, therefore, an important research topic to design a specialized computing architecture for fuzzy applications that falls between these two extremes both in run time and design time/cost. TABLEI INFERENCE TIME BY 51 RULES {{{{Time }}{{MIPS R3000 }}{{ASIC }}{{Regular }}{{With min/mix }}{{6000 inference 1 inference FLIPS }}{{125s 20.8ms 48 }}{{49s 8.2ms 122 }}{{0.0038s 6.4㎲ 156,250 }} }}

• 유통과학연구
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• 제11권12호
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• pp.71-81
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• 2013

Purpose - This study investigated the effects of consumers' selection criteria for environment-friendly agricultural products on purchase intention and the effects of consumers' attitudes and the reliability of environment-friendly agricultural products on purchase intention by using the theory of planned behavior. Subjective norms of variables of behavioral intention, attitudes toward behavior and control of the behavior were used to create selection criteria, consumers' attitudes and reliability of environment-friendly agricultural products. The study investigated the effects of consumers' selection criteria, attitudes, and reliability of environment-friendly agricultural products on purchase intention constructing models and hypotheses of mediation and moderation between selection criteria for agricultural products and purchase intention by consumers' attitudes and reliability. Research design, data, and methodology - The findings were as follows: first, consumers' selection criteria for environment-friendly agricultural products had a significantly affirmative influence upon purchase intention. Health was the most important factor of selection criteria convenience was more important than quality and familiarity was next. Consumers' attitudes and trust had a significant influence on purchase intention. Second, testing showed that consumers' attitude and trust partially mediated selection criteria: sub-factors and purchase intention were important in selection criteria. Third, testing showed that consumers' attitude and trust had a significant moderation effect between selection criteria and purchase intention. In the test of the moderation effect between sub-factors of selection criteria and purchase intention, consumers' attitude had a significantly positive influence upon health, convenience, and familiarity, and had no significant influence upon quality and purchase intention. Consumers' trust had no significant influence upon health, convenience, and quality. Results - The study provided several theoretical implications: first, an empirical analysis was undertaken with selection criteria for environmental-friendly agricultural products, consumers' attitude, and trust to investigate subjective norms, attitude toward behavior and control of behavior based on the theory of planned behavior. Second, this study investigated both the mediation effect and moderation effect of consumers' subjective norms on attitudes toward behavior, the mediating effects of perceived behavior control and changes of behavioral intention depending upon size and direction of the variables. This study also provided several practical implications. Conclusions - First, consumption of environment-friendly agricultural products did not increase despite rapid increase of production therefore, promotion of consumption and distribution was needed considering the supply and demand of the products. Second, definite standards for selection criteria were suggested to build up consumers' attitude and trust. Consumers' attitude could be improved by factors including the brand of environment-friendly agricultural products, consistent quality, solving physiological problems caused by adverse effects of environmental problems, supplementary approaches, treatment of adverse effects by eating food, and the development and supply of products in accordance with changes of lifestyle. Finally, consumers' demand for sub-factors of selection criteria could be much higher than health, convenience, and quality of the products. Therefore, a process was needed that could continuously check consumers' needs for the products. Limitations were described at the end of the study.

• 산경연구논집
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• 제9권12호
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• pp.45-53
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• 2018

Purpose - The purpose of the study was to investigate operation system of current convenience store and competing retail store and to find out development of unattended convenience store. Operators can save labor cost and solve labor seeking when opening shop under suitable environment and commerce area, and assure of employee's safety. Customers are allowed to select commodity comfortably without disclosure of face and to shorten standby time at simple store opening, buying and paying and to produce convenient living environment by financing, delivery and goods control. This study examined effect and problems of operation of existing and unattended convenience store from point of view of visual merchandising to find out model of unattended convenience store and to strengthen competitiveness of convenience store business. Research design, data, and methodology - Research procedure of accomplishment of goal of the study was: The study investigated state of distribution business, and role and definition of VMD. First, VMD played an important role of promotion and competitiveness of unattended convenience stores. Second, the author investigated research and cases of unattended convenience stores 14 months, that is to say, from August 15, 2017 to October 15, 2018. Third, the author investigated on-the-spot three of common convenience stores, three of unattended convenience stores and three of retailers one month, that is to say, June 1, 2018 to July 1, 2018. The subject was convenience stores and retailers selling similar type of products at Seoul and metropolitan area. Results - Layout, selling place, brand identity, goods assortment, authentication system, product information cognition and control, buying and payment system, security system, salesmen, promotion and other services should be improved from point of view of merchandising. Structure, furniture, lighting, voice, façade, VP, PP, IP and POP should be developed. Conclusions - Unattended convenience stores saved operating cost and lessened labor and gave visitors convenience and comfortable shopping and made use of resources effectively. Further studies with quantitative analysis shall find out strategic conditions for promotion of unattended convenience stores.

• 산업경영시스템학회지
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• 제4권4호
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• pp.43-61
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• 1981

Interest in the Quality of working life is spreading rapidly and the phrase has entered the popular vocabulary. That this should be so is probably due in large measure to changes in the values of society, nowadays accelerated as never before by the concerns and demands of younger people. But however topical the concept has become, there is very little agreement on its definition. Rather, the term appears to have become a kind of depository for a variety of sometimes contradictory meanings attributed to it by different groups. A list of all the elements it if held to cover would include availability and security of employment, adaquate income, safe and pleasant physical working conditions, reasonable hours of work, equitable treatment and democracy in the workplace, the possibility of self-development, control over one's work, a sense of pride in craftsmanship or product, wider career choices, and flexibility in matters such as the time of starting work, the number of working days in the week, Job sharing and so on altogether an array that encompasses a variety of traditional aspirations and many new ones reflecting the entry into the post industrial era. The term "quality of working life" was introduced by professor Louis E. Davis and his colleagues in the late 1960s to call attention to the prevailing and needlessly poor quality of life at the workplace. In their usage it referred to the quality of the relationship between the worker and his working environment as a whole, and was intended to emphasize the human dimension so often forgotten among the technical and economic factors in job design. Treating workers as if they were elements or cogs in the production process is not only an affront to the dignity of human life, but is also a serious underestimation of the human capabilities needed to operate more advanced technologies. When tasks demand high levels of vigilence, technical problem-solving skills, self initiated behavior, and social and communication skills. it is imperative that our concepts of man be of requisite complexity. Our aim is not just to protect the worker's life and health but to give them an informal interest in their job and opportunity to express their views and exercise control over everything that affects their working life. Certainly, so far as his work is concerned, a man must feel better protected but he must also have a greater feeling of freedom and responsibility. Something parallel but wholly different if happening in Europe, industrial democracy. What has happened in Europe has been discrete, fixed, finalized, and legalized. Those developing centuries driving toward industrialization like R.O.K, shall have to bear in mind the human complexity in processing and designing the work and its environment. Increasing attention is needed to the contradiction between autocratic rule at the workplace and democratic rights in society.n society.

• Asian-Australasian Journal of Animal Sciences
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• 제32권12호
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• pp.1923-1932
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• 2019

Objective: We investigated visual marbling level (VML) influence on pork loin physicochemical traits, consumer palatability responses, VML liking, purchase intent, and their relationships. Methods: For each of five slaughtering dates, at 24-h postmortem, nine paired Duroc castrated male boneless Longissimus dorsi (LD) muscles were categorized into low (LM, score 1 to 2, n = 3), medium (MM, score 3 to 4, n = 3), and high (HM, score 5 to 6, n = 3) VML. Meat physicochemical quality traits and consumer responses (n = 389) on palatability and VML liking, and purchase intent were evaluated. The experiment was in randomized complete block design. Analysis of variance, Duncan's multiple mean comparisons, and correlation coefficients were determined. Results: VML correspond to crude fat (r = 0.91, p<0.01), but both were reversely related to moisture content (r = -0.75 and -0.91, p<0.01, respectively). As VML increased, ash (p<0.05) and protein (p = 0.072) decreased, pH and $b^{\star}$ increased (p<0.05), but drip, cooking (p<0.05) and thawing (p = 0.088) losses decreased. Among treatments, muscle fiber diameter, sarcomere length, total and insoluble collagen contents, $L^{\star}$, and $a^{\star}$ did not differ (p>0.05). Compared to the others, HM had lower collagen solubility percentage (p<0.05), but similar (p>0.05) Warner-Bratzler shear force (WBSF). No differences (p>0.05) were found in juiciness, overall flavor, oiliness, and overall acceptability, but HM was more tender (p<0.05) than the others. Based on VML, consumers preferred MM to HM (p<0.05), while LM was similar to MM and HM (p>0.05). Corresponding to VML preference (r = 0.45, p<0.01), consumers (83%) would (p<0.01) definitely and probably buy MM, over LM (74%), and HM (68%), respectively. Conclusion: Increasing VML in pork LD altered its chemical composition, slightly increased pH, and improved water holding capacity, thereby improving its tenderness acceptability. Marbling might reduce chewing resistance, as lower collagen solubility in HM did not impact tenderness acceptability and WBSF. While HM was rated as most tender, consumers visually preferred and would purchase MM.