• Journal of Distribution Science
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• v.20 no.5
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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.

• 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.

• Asia Marketing Journal
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• v.14 no.3
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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.

• Food Science of Animal Resources
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• v.39 no.5
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• pp.780-791
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• 2019

This study aimed to extend the retention of flavor in coffee-containing milk beverage by microencapsulation. The core material was caramel flavor, and the primary and secondary coating materials were medium-chain triglyceride and maltodextrin, respectively. Polyglycerol polyricinoleate was used as the primary emulsifier, and the secondary emulsifier was polyoxyethylene sorbitan monolaurate. Response surface methodology was employed to determine optimum microencapsulation conditions, and headspace solid-phase microextraction was used to detect the caramel flavor during storage. The microencapsulation yield of the caramel flavor increased as the ratio of primary to secondary coating material increased. The optimum ratio of core to primary coating material for the water-in-oil (W/O) phase was 1:9, and that of the W/O phase to the secondary coating material was also 1:9. Microencapsulation yield was observed to be approximately 93.43%. In case of in vitro release behavior, the release rate of the capsules in the simulated gastric environment was feeble; however, the release rate in the simulated intestinal environment rapidly increased within 30 min, and nearly 70% of the core material was released within 120 min. The caramel flavor-supplemented beverage sample exhibited an exponential degradation in its flavor components. However, microcapsules containing flavor samples showed sustained flavor release compared to caramel flavor-filled samples under higher storage temperatures. In conclusion, the addition of coffee flavor microcapsules to coffee-containing milk beverages effectively extended the retention of the coffee flavor during the storage period.

• 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.

• Journal of Preventive Medicine and Public Health
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• v.37 no.3
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• pp.238-245
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• 2004

Objectives : This study was conducted to examine the smoking behaviors and the relationship between smoking and other health behaviors among medical students. Methods : A self-administrated questionnaire was administered to a sample of 1,775 students from four medical schools between April and May 2003. Due to the small number of female smokers, the characteristics of smoking behaviors were analyzed only for males. Results : A total of 1,367 students (920 males and 447 females) completed the questionnaires, with an overall response rate of 77.7%. The smoking rates for males and females were 31.5, and 2.2%, respectively. Among the male smokers, 70.7% smoked daily, and 39.0% smoked one pack or more per day. Male students on medical course were more likely to smoke daily, and one pack or more per day, than those on premedical course. Male daily smokers desired to quit smoking less than occasional smokers, and 65.0% of male daily smokers were not ready to quit compared with 37.8% of the occasional smokers. Among the male daily smokers, 29.6% were severely nicotine dependent. The most common reason for not to quit smoking among male smokers was 'no alternative stress coping method' (44.4%), followed by 'lack of will power' (25.4%), and 'no need to quit' (19.4%). Compared with male non-smokers, male smokers were more likely to drink alcohol more often and in larger amounts, take coffee more often, eat breakfast less regularly, and be overweight or obese. Conclusions : The results of this study suggest that many male medical students were serious smokers, especially those on medical course. It is necessary to install a smoking prevention program for pre-medical students, provide effective smoking cessation methods for smokers, teach positive stress coping methods, and make the school environment suitable for coping with stress.