• Journal of the Korean Society of Food Culture
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• v.30 no.2
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• pp.182-189
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• 2015

This study assessed the effect of color marketing in the RTD coffee industry in Korea. In order to investigate the effect of color marketing, this study measured the characteristics of color marketing as well as brand image and attitude in accordance with behavioral intention to purchase. Data were collected using questionnaires, and a total of 310 questionnaires were distributed with 298 entered for data analysis. Frequency analysis, factor analysis, correlation, and multiple regression analysis were tested using SPSS. A total of seven factors were extracted, including brand attitude, purchase intention, association, identification, brand awareness, symbolism, and attention. Significances were found between brand awareness and identification (p<0.001) and attention (p<0.001). In the relationship between characteristics of colors and brand attitude, significances were found in identification (p<0.001), attention (p<0.001), and association (p<0.001). Further, brand attitude and brand awareness had a significant positive effect on purchasing intention of RTD coffee. Results of this study suggested that color marketing is a good marketing tool to persuade potential consumers to purchase RTD coffee based on brand attitude and brand awareness.

• Korean Journal of Food Science and Technology
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• v.51 no.1
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• pp.35-41
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• 2019

The sensory characteristics of eight commercial ready-to-drink (RTD) cold brew coffees were compared by descriptive analysis. The cold brew coffee samples were analyzed for hunter color values, brown color, turbidity, pH, titratable acidity, soluble solids, total phenolic content, and chlorogenic acid content. Three appearances, nine aroma, five flavor/taste, and four texture/mouth-feel related sensory attributes were evaluated by a panel of nine judges. The results of three-way analysis of variance of descriptive data showed that all sensory attributes except "fruit" aroma, "dark chocolate" aroma, "bitter" aroma, and "sweet" taste had significant differences among the samples (p<0.05). Based on the principal component analysis (PCA) of the descriptive data, the samples were primarily separated by first and second principal components, which accounted for 81.78% of the total variance among the samples with high intensities of "nutty aroma", "grain aroma", and "grain taste" versus "earth aroma", "sour aroma", "sour taste", "astringent", "smoothness", and "residual". In the correlation analysis of sensory terms and physicochemical parameters, titratable acidity and soluble solids showed significant positive correlations with earth aroma and smoothness characteristics.

• Culinary science and hospitality research
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• v.24 no.1
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• pp.24-30
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• 2018

This study investigated the quality of characteristics of high-protein RTD coffee using domestic and imported skim milk powder with different heat treatment. Skim milk powders (A, B) had high-heat treatment, C had medium-heat, and D and E had low-heat treatment. The transmittance of A and B were higher than that of C, and that of C were higher than that of D and E (p<0.05). The precipitate attached on bottom of container of RTD coffee using A and B were 2.993~3.053% and higher than those (0.753~0.803%) of RTD coffee using C, D and E (p<0.05), but there was no difference between those of RTD coffee using C, D and E (p<0.05). The centrifuged precipitate of RTD coffee using A and B were 1.987~2.040% and higher than those (0.820~0.830%) of RTD coffee using C, D and E (p<0.05), but there was no difference between those of RTD coffee using C, D and E (p<0.05). The proximate composition of precipitate attached on bottom of container of RTD coffee using A, which showed the highest amount of precipitate, showed 65.7% of carbohydrate, 19.0% of protein, 4.8% of fat and 4.8% of ash in dry basis, that of RTD coffee being 72.7%, 15.1%, 7.9% and 4.3% in dry basis respectively. Protein and fat content of precipitate were lower and protein and ash content were higher than those of RTD coffee. But seeing that the most increased portion was protein, precipitation of RTD coffee appears to be attributed to heat-denatured proteins.

• The Korean Journal of Applied Statistics
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• v.27 no.5
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• pp.681-691
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• 2014

Ranking-based conjoint analysis(RBCA) and choice-based conjoint analysis(CBCA) have attracted significant interest in various fields such as marketing research. When conducting research, the researcher has to select one suitable approach in consideration of strengths and weaknesses. This article performs an empirical comparison of the predictability of RBCA and CBCA in order to provide criterion for the selection. A new concept of measurement set is developed by combining the ranking set and choice set. The measurement set enables us to apply two approaches separately on the same consumer group that allows a fair comparison of predictability. RBCA and CBCA are conducted on consumer preferences for RTD-coffee; subsequently, the predicted values of market shares and hit rates are compared. The study result reveals that their predictabilities are not significantly different. Further, the result indicates that RBCA is recommended if the researcher wants to improve data quality by filtering out poor responses or to implement the market segmentation. In contrast, CBCA is recommended if the researcher wants to lessen the burden on the respondents or to measure preferences under similar conditions with the actual marketplace.

• Journal of Food Hygiene and Safety
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• v.38 no.6
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• pp.537-543
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• 2023

This study monitored the caffeine content of ready-to-drink coffee and verified the appropriateness of the labeling. The caffeine content was analyzed using HPLC. The average caffeine content of cold brew coffee was 0.31-1.04 mg/mL, with an average of 0.55 mg/mL. The average content of product was 147.27 mg/bottle, and taking into account the recommended daily intake, an adult can consume 2.7 bottles. Americano coffee was 0.15-0.38 mg/mL, with an average of 0.28 mg/mL. The average content of product was 110.42 mg/bottle, and considering the recommended daily intake, an adult can consume 3.6 bottles. The caffeine content of decaffeinated cold brew coffee was 5.14 mg/bottle and compared to Americano coffee, more than 95% of the caffeine was removed. In addition, we verified the tolerance level of the total caffeine content in ready-to-drink coffee, and none of them exceeded 120%, signifying that all commercial products were effectively managed.