• 한국조리학회지
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• 제24권1호
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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.

• 한국식생활문화학회지
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• 제30권2호
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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.

• 유통과학연구
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• 제20권5호
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• pp.105-117
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• 2022

Purpose: This research investigates ready-to-drink (RTD) coffee. Although the RTD coffee market is growing competitively, few studies have examined behavioral re-intention or repurchase intention in the context of this industry. Therefore, the objective of this study was to explore factors affecting the behavioral re-intention to purchase RTD coffee. Research design, data and methodology: Using the theory of planned behavior (TPB) as the underpinning theoretical framework, this study hypothesized that behavioral re-intention to purchase RTD coffee is influenced by the variables of the TPB and additional variables. A mixed-method research design was applied, starting with qualitative in-depth interviews and followed by a quantitative method. Data were collected using an online survey of coffee lovers. Multiple linear regression (MLR) was used to assess the hypothesized relationships in the proposed conceptual framework. Results: The results reveal that content sensory attribute beliefs are the strongest positive predictor of behavioral re-intention in Thailand, followed by perceived utilitarian value. In contrast, price signaling was negatively related to behavioral re-intention. Conclusions: The findings can help food and beverage companies to develop new coffee product lines to gain more market share, create integrated marketing communications to build brand awareness, and manage distribution channels and the supply chain.

• Asia Marketing Journal
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• 제14권3호
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• pp.169-184
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• 2012

All firms require new stimulus to spurt growth. Therefore it is necessary to successfully develop new products and to employ appropriate marketing practices for the new products to enter and settle in the market. Binggrae, a Korean company that specializes in dairy and processed dairy products, introduced a ready-to-drink (RTD) coffee product, 'a Café la' to expand its business into the coffee market in 2008. Binggrae was a latecomer in the RTD coffee market but a Café la has shown an impressive average sales growth rate of 115% as of 2011 since the launch. Moreover, it is a steady bestselling coffee brand among the Polyethylene terephthalate (PET)bottle category. Binggrae found potential and opportunity in the growing coffee market and made efforts to develop a new product that can be differentiated from the existing products. The result was PET bottle coffee, which was more portable and convenient to drink than coffee products offered in cups or cans. PET bottle coffee is produced through the patented Aseptic Filing System, thus the original coffee flavor stays fresh when combined with milk and has a longer shelf life than coffee products in cups. Moreover, as the taste of coffee consumers has become more sophisticated, Binggrae developed a premium product by differentiating the product processing method and by using higher-quality Arabica beans. After launching the new product, the company also employed a well-designed communication strategy. First, Binggrae was able to confirm the level of market demand and market potential for the product by employing BTL (Below the Line) marketing strategies through the consumers' word-of-mouth. Afterwards, the company invested its resources for a full-scale ATL (Above the Line) marketing campaign. Later a Café la's TV commercial effectively portrayed the product's characteristics, and succeeded in raising consumer awareness of the product. As a result, a Café la has become the bestselling brand in the PET bottle coffee market. The successful new product marketing strategy of Binggrae'sa Café la offers many valuable implications for companies planning to launch new products in the future.

• 한국식품과학회지
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• 제51권1호
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• pp.35-41
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• 2019

시판되는 RTD 콜드브루커피 8종에 대하여 3개의 외관, 9개의 향, 5개의 향미, 4개의 질감/입안감촉에 대한 묘사용어 총 21가지를 개발하였으며, 묘사분석을 실시하였다. 실제 콜드브루커피의 주요 특성으로 알려진 다양한 향미와 쓴맛 관련 향미 용어가 개발되어 향후 콜드브루커피의 감각검사에 주요 평가 용어로 활용이 가능할 것으로 여겨진다. 또한 색도, 탁도, 갈색도, pH, 총산도, 가용성 고형분과 총 폴리페놀함량, 클로로제닉산의 8가지 이화학특성을 분석하였다. 묘사분석 감각특성 항목과 커피의 중요 지표인 이화학 특성 간의 상관분석을 통해 총산도, 가용성 고형분이 주요 감각특성인 흙향, 잔존감 항목에 높은 양의 상관관계를 보임을 확인할 수 있었다. 반대로 총산도, 가용성 고형분이 단향, 고소한향, 구수한향, 구수한맛 감각특성에 높음 음의 상관관계를 나타냈다. 갈색도와 폴리페놀 함량은 흙향과 잔존감 감각특성에 높은 양의 상관관계를 나타냈다. 향후 이러한 이화학적 분석 항목은 콜드브루커피 제품개발 시 감각특성 분석과 더불어 주요 품질지표 항목으로 활용이 가능할 것으로 여겨진다.

• 응용통계연구
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• 제27권5호
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• pp.681-691
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• 2014

마케팅조사 등 다양한 분야에서 순위기반 컨조인트분석과 선택기반 컨조인트분석이 많이 활용되고 있다. 컨조인트 분석가들은 각 분석 기법의 상대적인 강점과 약점들을 고려하여 상황에 적합하다고 판단되는 기법을 선택하여 사용한다. 본 연구는 컨조인트분석 기법을 선택할 때 참고할 수 있는 준거를 제공하기 위하여 두가지 기법의 예측력을 실증적으로 비교하고자 한다. 순위집합과 선택집합을 통합한 측정집합 개념을 새롭게 도입함으로써 동일한 소비자 집단에 두 가지 분석기법을 동시에 적용할 수 있는 조사를 설계하였다. 실제로 측정집합을 설계하여 RTD커피에 대한 선호도를 측정하고 순위기반과 선택기반 컨조인트분석을 적용하여 소비자 선호도를 분석하고 두 기법에 의한 시장점유율 예측치와 적중률을 비교하였다. 비교결과 두 기법의 예측력에 유의적인 차이가 없는 것으로 나타났다. 따라서 응답자의 응답결과를 사전에 점검하여 부실한 자료를 제외시킴으로써 자료의 품질을 향상시키려 하거나 컨조인트분석 결과를 바탕으로 시장세분화 작업을 하기 원하는 경우에는 순위기반 컨조인트분석을 채택하고, 선호도 측정과정에서 응답자의 부담을 덜어주고 실제 시장과 가장 유사한 상황에서 선호도를 측정하고자 하는 경우에는 선택기반 조인트분석을 채택할 것을 제안한다.

• 한국식품위생안전성학회지
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• 제38권6호
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• pp.537-543
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• 2023

본 연구에서는 대형마트, 편의점 및 온라인 마켓에서 수집한 조제커피 제품의 카페인 함량을 모니터링하고 표시사항의 적합성을 검토하고자 하였다. 카페인의 함량은 HPLC을 사용하여 정량 분석하였다. 그 결과, 콜드브루 제품의 카페인 함량은 0.31-1.04 mg이었으며 평균 0.55 mg으로 나타났다. 제품 1개당 평균 함량은 147.27 mg/bottle로 나타나, 일일 권장섭취량을 감안하였을 때 성인 1인당 2.7병을 섭취할 수 있다. 아메리카노 제품의 카페인 함량은 0.15-0.38 mg이었으며 평균 함량은 0.28 mg 수준으로 나타났다. 제품 1개당 평균 함량은 110.42 mg/bottle로 나타나, 일일 권장섭취량을 감안하였을 때 성인 1인당 3.6병을 섭취할 수 있는 것으로 나타났다. 디카페인 콜드브루 제품의 카페인 평균 함량은 5.14 mg/bottle로 나타났으며 일반 아메리카노 제품에 비해 약 95%이상 카페인이 제거되어 식품의약품안전처에서 제시한 디카페인 제품 기준에 충족하였다. 또한, 총 카페인 함량의 허용오차인 120%를 초과하지 않아 관리가 잘 이루어지고 있음을 확인하였다.