• 산업경영시스템학회지
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• 제42권3호
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• pp.167-175
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• 2019

The purpose of this study is to analyze the factors influencing consumers purchasing of domestic, imported and craft beer through AHP analysis and to provide implications for marketing for each beer market. In this study, theories and calculations related to AHP analysis were thoroughly examined and selection attributes were determined by referring to existing theories. A total of 164 consumers who have purchased beer were the target of the survey. The results were analyzed by AHP analysis and the differences were analyzed. It was confirmed that the domestic, imported, and craft beer had the highest weight in the taste in the first layer. At this time, we can confirm that imported, and craft beer has a relatively high weight on taste and domestic beer has a relatively high weight on brand image. We also found that design and advertising images do not have a significant impact on beer selection. Even though it is study on beer, we can find people have different preference between their orgin. In this study, it is possible to show what type of factors does the beer manufacturing and distribution company should concentrate on by analyzing factors that consumers consider, unlike other studies focusing on consumption status of existing beer.

• 한국식생활문화학회지
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• 제34권3호
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• pp.277-283
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• 2019

This study explore the market segmentation based on beer consumers' purchase motivation 1) to analyze beer consumers and markets more closely and 2) to demonstrate the characteristics of each market segment and contribute to marketing strategies with beer consumer segment. Using -administrated questionnaires asked questions recognizable beer purchase within 6 months by over 20-years-olds, this study 201 surveys online 22 days. The results as follows: beer consumers' purchase motivation consisted of three factors enhancement, social orientation, and value enhancement. Cluster analysis based on beer purchase showed that there were three groups motivation multi-motivation and motivation group based on average value of beer purchase motive factors and relative load per factor. demographic,beer drinking characteristics and group difference according to cluster gender and monthly average income, and beer drinking characteristics also significantly different by preferred beer, preferred beer type, occasion and drinking place.

• 산경연구논집
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• 제9권6호
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• pp.57-64
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• 2018

Purpose - With the rapid economic development, great changes have happened in the Chinese beer market. The scale of imported beer is increasing. However, the sales of native Chinese beer decrease in recent years. It is because more Chinese customers prefer beer with unique attributes than those with lower prices. In order to take an advantage in this market, practitioners should develop new products to satisfy Chinese customers. Scholars have also focused on beer characteristics to estimate consumers' behavior for improving the development of beer industry. However, most studies are theoretically centered on marketing strategy management or general understanding of the market. It is not enough for us to explain customers' consumption patterns. Some empirical research did attempt to find out beer attributes that may influence their choice behavior. However, they failed to verify what can increase customers' utility through a new product. More importantly, few evidences can be found in the literature. Therefore this study explores the major characteristics of imported beer which may associate with customers' preferences. Research design, data, and methodology - With the results of literature review and focus group interview, we found out four main imported beer attributes and the levels of each factor. A pre-test is constructed to check the problems in the questionnaire protocol. With the results of pre-test, the revised questionnaire is processed among customers who have purchased and had imported beer in China regions such as Beijing, Shanghai, Jiangsu, Guangdong and so on. The choice-based conjoint analysis is applied to analyze the useful data of 205. Results - Results indicate that choice-based conjoint analysis is the effective method to estimate customers' choice behavior. Results also indicate that country of origin, price, taste, and package affect customers' preference and the importances of imported beer attributes are significantly different. Conclusions - Country of origin, price, taste, and package are important for customers to make an imported beer choice decision. Marketers should consider these determinants and their importance to develop new products. Moreover, choice-based conjoint analysis should be the useful method for practitioners to develop a new product of imported beer for sustainable business in the competitive industry.

• 한국멀티미디어학회논문지
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• 제24권10호
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• pp.1449-1460
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• 2021

The visual design elements of packaging play an vital role in attracting consumers' attention, forming their sense of pleasure and sensory expectations, as well as having an important impact on the actual product experience. This study aims to explore whether the colors and textures in the packaging design elements of canned beer will affect consumers' senses, judgments and taste perception of canned beer. Participants in Survey I (N=193) evaluated their expectations for beer freshness, softness, bitterness and alcohol content by observing the packaging of canned beer, then recorded whether they could get the expected experience when tasting beer, and evaluated their preference and purchase intention. In the Survey II, 4 kind of colors and 2 types of texture shapes were applied, and all participants were provided with the same beer for multivariate cross contract analysis to evaluate the specific impact of color and texture of packaging design elements on consumers' taste and the interaction between sensory judgment and taste perception.The results showed that both colors and textures had a significant affect on the sensory expectation (pre-tasting score) of canned beer, but their effects on the sensory score after tasting (actual perception)were inobvious. The analysis of the influence of the interaction between color, texture and shape on taste perception shows that when the expected packaging appearance perception is similar to the actual drinking perception (i.e., straight line and B/G or arc line and Y/R), it is more likely to obtain consumers' favor and higher purchase intention evaluation than the inconsistent canned beer packaging (i.e., straight line and Y/R and arc line and B/G). This paper discusses the influence of these results on the packaging design of canned beer and the possibility of improving the brand efficiency by meeting the visual elements of packaging design expected by consumers.

• 한국식품영양학회지
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• 제11권2호
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• pp.150-158
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• 1998

한국산 맥주 3종류, 일본산 맥주 21종류의 한계 덱스트린을 에탄올 침전법으로 분리하였다. 한계 덱스트린의 양은 평균 1.1%로 전체 당 3.15%의 34.5%를 나타냈다. FPLC 분석 결과 한계 덱스트린은 평균 글루코오스 잔기 25개 정도로 형성된 것으로 나타났다. 1H-NMR 분석으로 한계 덱스트린의 $\alpha$-1, 4-결합에 대한 $\alpha$-1, 6-결합의 비율은 평균 1:0.183을 나타냈다. 한계 덱스트린을 $\alpha$-아밀라아제와 $\alpha$-글로코시다아제로 5시간 가수분해 하여 소화성을 평가한 결과 평균 57.22% 가수분해 되었다. 그 중 한국산 맥주의 한계 덱스트린이 가장 높은 소화성 70.38%를 나타냈다. 아밀라아제로 소화된 부분과 에탄올 침전법으로 상징액으로 제거된 작은 당을 합하면 평균 86%가 소화성 당으로, 14%가 비피두스균 증식 인자로 평가된다.

• 한국정보시스템학회지:정보시스템연구
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• 제30권2호
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• pp.189-214
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• 2021

Purpose This paper aims to effectively utilize user-generated content (UGC) and analyze the market structure of a relatively new market which lacks rich user review information. Specifically, we propose a domain-specific text mining tool for the domestic craft beer market and visualize the market structure by incorporating how individual beer products are positioned in the perceptual map of consumers. Design/methodology/approach We collect user review information from Naver blogs, and extract words that describe beers. We identify semantic relationships between beer products through text mining, and then depending on these semantic relationships, construct a graph representing the market structure of the domestic craft beer market based on the consumer's perceptual map. Findings First, beer products produced in the same brewery are perceived as very similar to consumers. Second, only two products, 'Heukdang Milky Stout' and 'Gompyo', was noticeably distinguishable from other products. Third, even though 'Gyeongbokgung' is from a different brewery, it is located very close to the products of 'Jeju Beer' brewery such as 'Jeju Baeknokdam Ale' and 'Seongsan Ilchulbong Ale', which suggests the influence of 'landmark series.' We successfully show that our methodology effectively describes the market structure of the craft beer market.

• 한국콘텐츠학회논문지
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• 제20권1호
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• pp.324-333
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• 2020

본 연구는 현재 중국시장에 진출한 글로벌 맥주브랜드 판매량 상위 5개와 중국 맥주브랜드 상위 5개 브랜드의 시각요소를 비교한다. 연구목적은 맥주 패키지의 라벨디자인에서 시각요소의 중요성을 파악하고 효율적인 라벨디자인의 방향을 제시하고자 한다. 이를 위해 맥주 라벨디자인의 시각요소 중 브랜드로고, 칼라, 일러스트, 레이아웃을 중심으로 중국 맥주 및 글로벌 맥주 브랜드의 라벨디자인을 다속성 비교분석 방법을 통해 조사하며 리커드 5점 척도를 활용하여 중국과 글로벌 맥주 라벨디자인에서 나타나는 요소가 어떤 차이가 있는지 분석한다. 연구결과 중국 맥주브랜드는 글로벌 맥주브랜드에 비해 사용된 시각요소가 복잡하고, 대부분의 레이아웃이 비슷해서 제품의 차별성이 약했다. 반면, 글로벌 맥주브랜드는 상징적인 시각요소와 레이아웃의 다양성을 기반으로 브랜드 정체성과 차별성을 확보하였다. 중국 맥주브랜드는 소비자의 마음에 강력한 브랜드로 자리 잡기 위해서는 개성 있는 브랜드디자인의 적극적인 활용을 통해 차별화된 라벨디자인이 필요하다. 이를 통해 치열한 경쟁 환경 속에서 소비자들이 선호하는 중국 맥주의 라벨디자인을 만들고 중국맥주 시장의 매출과 디자인을 더욱 발전시켜 나가야 한다.

• 미생물학회지
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• 제54권4호
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• pp.379-383
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• 2018

맥주는 가장 대중적인 알코올 발효주이지만 퓨린(purine) 함량이 높아 고요산혈증 및 통풍 발생과 연관이 있다고 알려져 있다. 본 연구에서는 맥주 발효 온도를 달리함으로써 맥주의 퓨린 함량을 낮출 수 있는지 알아보았다. 맥주 제조의 주된 발효법인 상면 발효와 하면 발효에서 주로 사용되는 $20^{\circ}C$와 $10^{\circ}C$ 온도에서 맥주를 발효한 후, 각각에서 대표적 퓨린 화합물인 adenine, guanine 그리고 xanthine들의 함량을 high performance liquid chromatography 방법으로 측정하였다. 그 결과, $10^{\circ}C$ 발효 맥주가 $20^{\circ}C$ 발효 맥주에 비해 총 퓨린 함량이 낮았으며, 특히 adenine의 함량이 의미있게 낮아져 있음을 확인하였다.

• Journal of Preventive Medicine and Public Health
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• 제37권2호
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• pp.133-140
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• 2004

Purpose : To investigate the association between the type of preferred alcoholic beverage and drinking pattern and health characteristics. Methods : A Cross-sectional study was conducted from 22 April to 3 May in 2002. 301 females and 699 males aged 13 to 59 were personally interviewed. Data on sociodemographic characteristics, drinking pattern and health characteristics were collected. 735 drinkers who were 19 year-old or over were included in analysis. Beverage preference was classified 3 categories: Beer drinker, wine drinker(including wine, makguly, chungju and yakju) and soju drinker (including soju and spirits). Results : Beer drinkers were likely to be females. Compared to wine or soju drinkers, beer drinkers were less frequently drank, and consumed less total alcohol per week and less alcohol per 1 drinking among both male and female. Controlling for various confounders, beer drinker had significantly less total alcohol consumption per week, and alcohol consumption per 1 drinking than wine and soju drinker. Conclusion : Beer drinking were associated with less smoking in males and healthy drinking pattern in both gender than soju drinking.

• 산업경영시스템학회지
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• 제24권65호
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• pp.11-22
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• 2001

Recently, many studies on the supply chain management have been published due to increasing attention placed on the design and performance analysis of the supply chain as a whole. Using the Beer distribution game introduced in Sterman[1995], we develop a simple order-up-to-R inventory model to minimize sum of the inventory holding cost and shortage cost under probabilistic demand. We show that performance of the model is robust through extensive simulation experiment. Applying the model to serially connected supply chain, we observe that, if the unit shortage cost is relatively high, R value computed independently is an optimal solution.