• 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 Information Technology Applications and Management
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• v.22 no.4
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• pp.59-76
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• 2015

The study on Wholesale pricing of MVNO using two way interconnection charge system is rare. This paper considers MVNO possessing its own facilities and subscribers. While previous studies focus on wholesale provision by MNO, this paper employs another approach from existing MVNO model. This paper introduces two way interconnection charge system by recognizing that mobile network interconnection is important to complete the call from MNO to MVNO as well as the call from MVNO to MNO. Also it is interesting to analyze wholesale pricing when there is brand loyalty between MNO and MVNO. This paper analyzes retail pricing and wholesale pricing under duopoly competition and drives social optimal solutions using linear city model.

• The Journal of Industrial Distribution & Business
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• v.2 no.2
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• pp.25-38
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• 2011

After the financial crisis, what has been the rapidly growth of large supermarkets, stores, and restaurants linked to concerns that have already reached saturation point, but the new opening large supermarkets is expected to continue into the future. The major supermarkets are continue to grow outward but growth slowed. And that is expected to continue differentiation of the product, acceptance the customer needs, acquiring high margin of sales products. Then the ongoing development of PB brand is to be positioned effective marketing strategy for overcoming the period of slow growth. In addition, big three local supermarkets continue to launch a clothing PB brand, expansion and operation strategy for the situation and based on this study and the success of the domestic large-Mart's PB and PB identifying problem and the need for differentiation and profit for the successful strategy is to discuss in this study. This research looks at the concept of major market's private brand, the strategy, the success example and the prospects, and views the globally rapid-growing private brands, not only having the limited role of distributing the products as retailers, but also having a control of the distribution channel as a manufacturing company. World's major advanced distribution companies, to differentiate their companies' products and increase the profitability, are putting a lot of efforts into private brand products, and there are many good examples that are globalizing, externally expanding, and creating high financial results. In this research, we presented three major domestic discount stores as examples to show that there is a need for a differentiated private brand management strategy in the saturated discount store industry in Korea. Also, we aim to provide a new product strategy for the future that has been saturated with discount stores to the limit, by providing suggestions that private brand products can be used as weapons with the strongest competiveness in the retail industry through pursuing store differentiations from thorough market analysis and product researches, meeting the customers' needs, and obtaining high margins. PB products, particularly clothing design, a thorough market analysis and product development trends and customer needs to reflect the acquisition of High margin differentiated powerful products and sustainable growth through the stores, large supermarkets, congested, a new breakthrough that can give a good opportunity to provide implications discount stores, new product strategy based on ways to limit proposed. This study discount the major three companies studied, the less strain is a generalization. In the future, domestic and local discount store brand PB, SPA brand that the multinational comparative analysis of the value of the PB expansion strategy centered on clothing, additional studies will be needed.

• Asia Marketing Journal
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• v.15 no.1
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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.

• The Korean Journal of Franchise Management
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• v.3 no.2
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• pp.79-102
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• 2012

The last year, the government restricted a new store open and businness hours of a large-scale stores, discount store and super super market(ssm). So, this research was examined the effect that the retailer was affected and its correspondence strategy First this research examined how the government restricted a large-scale stores in 2009 earlier and then this research analyzed how the Japan and France restricted it. Second this research examined that a new establishment and business hours change of a large-scale stores. Bacause of a small trader resistance in 2009 latter. Finally it analyzed the effect that a retail industry was affected in the future. bacause law was enforced. On the basis these things, a victim remedy was presented by retailers view. Bacause of international law and an excess regulation. Also, this research suggest that large retailer should expand a overse market and increase retailers private brand component ratio and develop overse brand. Finally this research also suggest that trader and retailer should continue to coperate and turn business direction into franchise system.

• Journal of the Korea Fashion and Costume Design Association
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• v.17 no.3
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• pp.149-158
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• 2015

More weight is given today to the role and capacity of fashion shopmasters who stand in direct contact with customers at department stores. The present study examines relationship between the stress factors and the job satisfaction by fashion shopmasters. The questionnaires was prepared 300 fashion shopmasters who work at fashion brand shops for ladies' formal and casual dress in department stores located in Chungcheong provincial areas from Aug. 5 to 23, 2013. Out of the distributed questionnaires, 270 were returned and 256 were put to the final analysis after excluding those that were replied unfaithfully. The second stage was to collected data underwent frequency analysis, factor analysis, reliability analysis and regression analysis to determine the effects of variables by using SPSS 18.0. Fashion shop masters are therefore requested to have exact understanding to their role as retail sales professionals, fashion advisers and experts of fashion shop management, to become well aware of their job in detail, to apply such knowledge to their practical job performance and to make personal efforts to promote their status as fashion shop masters.

• Korea Trade Review
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• v.41 no.4
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• pp.131-155
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• 2016

Recently, the global trade environment has been composed of transactions in trade through integration of the global supply chain network. As FTAs are being signed between countries, the country of origin (COO) system on products has become an important issue. Companies are procuring raw materials through global sourcing and supplying to the retail markets. This research deducted major factors regarding the verification and utilization of the COO system through research on domestic and international literatures, and verified the mediating effects on the verification and utilization elements of the country image and the brand image of COO on the performance of the COO system through empirical study. For the purpose of this research, we conducted a survey implementing the COO system and analyzed the 152 data collected. The results of this research is as follows: First, the external verification level of the COO system has an impact on the performance of the COO system, and a mediating effect on the country image and the brand image of the COO. Second, the management capability of the COO has an impact on the performance of the COO system, and a mediating effect on the brand image of the COO. A research comparing and analyzing the difference in establishment of the verification system of the COO depending on the size of a corporation is necessary.

• The Korean Journal of Franchise Management
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• v.3 no.1
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• pp.111-129
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• 2012

Domestic franchise industry is a promising business to more than 10% per year growth rate and emerging as core of retail. In addition, due to the socio-cultural phenomena, including the retirement of the baby-boom generation, the growth of the franchise industry for some time expected to continue. But Domestic franchise reveals that limits to ensure for new franchisees because that few industries are concentrated to advance for franchisor and franchisees. Franchisors that within the industry came to a saturated, are for the growth and expansion of business into new industries to deploy as second, third brand. But reality is that the more success rather than failure. Therefore, in this study is a new brand development approach and case study results it focus on the BEERBARKET's successful story of INTO FRANCHISE SYSTEMS, INC. Case analysis results of this study, are reveled that franchise headquarters derived through research methods and research information, environmental survey and analysis should be continuously and objectively. Thus, based on the derived contents, the new brand Biz-Model should be established for recognition from the industry and customers. Ability to respond sensitively to changes in the environment and business activities can be associated with linking franchise headquarters belonging to the saturated competitive environment more is needed. Through proactively respond Franchise New business launching instance that BEERBARKET's successful story of INTO FRANCHISE SYSTEMS, INC. suggests the need to study about how to respond to environmental changes.

• Culinary science and hospitality research
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• v.15 no.2
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• pp.121-135
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• 2009

The pattern of liquor consumers started to change as the well-being trend and great interest in health have risen for the last few years. In particular, consumption of wine is gradually increasing with the findings revealing that drinking proper amount of wine is good for preventing various adult diseases such as sclerosis of the arteries, heart disease and aging. Accordingly, this study aims at understanding the importance of wine buyers' choice attributes when buying and drinking wine in order to contribute to satisfying customers, popularizing wine and expanding its base. From December 1 to 31 in 2008, it made a survey on natives and weekly settled population living in Seoul area who had bought wine at a wine retail shop with literature and positive researches. It made an application of SPSS 12.0 to analyze the importance of wine buyers' choice attribution based on the demographical characteristics and use behavior with such analysis methods as the frequency analysis, the factor analysis, the reliability test, ANOVA and multiple regression. The results are summarized as follows. First, it showed that there are significant differences between buying and drinking wine by producing countries, buying places, prices, companions except for the number of drinking times, drinking places, and information sources. Second, it showed that wine buyers' choice attributes such as brand characteristics and effects on health have a positive effect on customer satisfaction.

• Journal of Distribution Science
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• v.9 no.1
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• pp.49-59
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• 2011

Although the South Korean organic food market is in the infancy compared to other industrialized countries, Korean consumers'interest in organic food and retail stores devoting space to organic products have been rapidly increasing. Despite the fact of organic food popularity, the term "organic" is interpreted differently by individuals. As opposed to the US, Japan and the EU where have operated an integrated organic food labelling system, Korea has adopted complex organic labelling systems regulated by several different government bodies. As a result, complicated food labelling standards make consumers confused when purchasing organic foods. Furthermore, in terms of country of origin (COO), it is argued by a lot of researchers that COO effects vary from product to product and from country to country; moreover, other informational cues such as brand and price can influence COO effects. In modern society, COO labelling has been complicated, due to the sourcing, manufacturing and market locations of merchandise spread over the world. Accordingly, the evaluation of COO effects has become complex. In order to examine these issues, a quantitative research was selected to classify the commonfeatures of organic food consumers and construct statistics such as the extent to which people are aware of organic food and COO labellingvia a questionnaire which took place in two cities in Korea with a cluster sample of 161 organic food purchasers. As for the data analysis, one-way analysis of variance (ANOVA), T-tests, bivariate crosstatulations with Cramer's V were conducted,depending on the characteristics of variables and the assumptions the research data need to fit. It has been concluded that in general, Korean organic consumers comprehend the term "organic"in a closer way to the general concept rather than technical term, thus people do not appreciate environmentally labels which include organic food labels, although marital status influence the degree of label awareness, regardless of gender, age, education level and so on. Regarding COO effects on organic food, home organic products were Korean consumers'first choice over those from industrialized countries and developing nations. Specifically, in processed organic product category, domestically cultivated and processed organic products were absolutely preferred to leading national brands produced with imported ingredients and international brands. However, due to a lack of checks of ingredients' COO, consumers tend to purchase a leading national organic food brand, believing that it is a pure organic food sourced domestically. As a consequence, this research has suggested some important managerial implications and future research directions. In order to prevent consumer confusion when buying organic foods, it should be noted that consumers do not comprehend the organic food certifications, due to complicated labelling systems for organic produce and processed organic foods. Therefore, government bodies related to organic food distribution have to know consumers' perception of organic food labels and the significance of customer-oriented labels and reestablish labelling standards. Similarly, public advertising should be followed to raise public awareness of the labelling to enable customers to have the correct information. In addition, not only international marketers but also domestic marketers need to understand COO images and also the influence COO of ingredients has on the image of an organic product.