• Korean journal of food and cookery science
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• v.28 no.6
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• pp.741-751
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• 2012

This study was conducted to understand sensory characteristics of commercial functional beverages, to analyze and the drivers of liking and disliking of it by Korean consumers. Descriptive analysis and consumer taste testing were conducted with ten commercial products of functional beverages. Samples were consisted of good for beauty, relieving hangovers, and health tonics. For the descriptive analysis, 45 attributes were developed by ten panelists and it shows differences among the all samples. For the consumer testing, 81 panels evaluated the overall liking, acceptance of appearance, odor, flavor, and texture of 10 samples. As a result, attributes of brightness, yellow color, Nurungji flavor, roasted bean power flavor, and milky texture of functional beverages were positive drivers of liking, but attributes of astringent texture, bitter taste, and viscosity were negative drivers of liking on the commercial functional beverages.

• Food Quality and Culture
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• v.1 no.1
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• pp.34-39
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• 2007

The effects of pressure cooker brand awareness, in terms of rice cooking performance, were evaluated using consumer acceptability tests. A blind test was performed using rice samples cooked by 3 different pressure cookers without any brand information, and a brand awareness test followed with the same informed consumer panel. Overall acceptability, glossiness, stickiness, hardness, flavor, and color were evaluated and compared to determine whether or not there were changes on consumer choice for acceptability. Brand A and brand B were not significantly different in their overall acceptability, moisture content, flavor, or color (p > 0.05), but they were significantly different for glossiness, stickiness, and hardness. Brands A and C were significantly different for all the attributes (p < 0.05). In the brand awareness test, brands A and B were not significantly different in their liking scores for all the attributes (p > 0.05). Brand C had significantly lower liking scores for overall acceptability, glossiness, stickiness, hardness, and moisture content than the other brands (p < 0.05). When comparing the liking scores for all the attributes with those of the blind test, the scores of the brand awareness test were slightly higher. For brand A, there were changes in its liking scores for overall acceptability, flavor, and glossiness (p < 0.05). However, brands B and C had brand awareness effects for all the attributes (p < 0.05).

• Journal of the Korean Society of Food Culture
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• v.27 no.5
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• pp.512-520
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• 2012

This study investigated the sensory characteristics of adlay tea favorably consumed by Korean consumers and analyzed the drivers behind for liking or disliking adlay tea. Six adlay tea products showing the highest market share in South Korea were selected. Sensory properties of the six products were analyzed using generic descriptive analysis. Among these, four products were further selected for consumer taste acceptance test. Sensory lexicons of adlay tea were developed by trained panelists, and the sensory characteristics of each adlay tea product were measured based on the perceived intensities of these attributes elicited from the samples. In the consumer taste acceptance test, frequent tea and coffee drinkers participated. Consumers rated the acceptance of each tea product on a 9-point hedonic scale and evaluated the reasons for liking or disliking each product based on the check-all-that-apply method. Analysis of Variance, principal component analysis, frequency analysis, and correspondence analysis were utilized for statistical analysis. Twenty sensory attributes were developed in order to characterize the six adlay tea products. The results of the descriptive analysis showed that attributes such as viscosity, black soybean flavor, goso flavor, peanut flavor, seaweed flavor, green, and presence of chunks were key factors differentiating the adlay tea products. In the consumer taste test, roasted flavor, goso flavor, peanut flavor, and presence of chunks were positive drivers for liking the adlay tea products, whereas seaweed and green flavors were negative attributes that drove consumers away.

• The Journal of the Korea Contents Association
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• v.16 no.4
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• pp.1-11
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• 2016

Calligraphy has become popular in recent years. Designers use calligraphy to draw consumer visual attention and liking by delivering friendly and gentle images. This paper analyzes the effects of calligraphy on consumer response to advertisement design. Regression analyses show calligraphy has a positive effect on consumer visual attention and liking, particularly in sensible product/service. In low involvement product/service, however, calligraphy has a negative effect. These results imply that designers should be careful when they use calligraphy.

• Food Science and Biotechnology
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• v.17 no.2
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• pp.349-356
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• 2008

The green tea market is rapidly growing and identifying the driving factors of consumers' liking for the green tea is important in the tea industries. The objectives of this study were to investigate the effects of manufacturing conditions of the green tea on its sensory characteristics, to elucidate its relationship with the consumer liking. A descriptive analysis and consumer acceptability test were conducted for various green tea samples. The samples differed with regard to the source of the tea, the amino acid content, and the processing methods including the roasting temperature. Partial least square regressions (PLS-R) were performed to establish the relationship between the descriptive data and the consumer acceptability data. The PLS-R results showed that the majority of the consumers liked a green tea which has a stronger 'sweet taste' and roasting-related flavors such as 'roasted barley' and 'burnt leaf'. Such sensory characteristics were produced when a sample made of tea leaves mixed with the tea stem was roasted at a high temperature ($250^{\circ}C$) in this study.

• Journal of the Korean Society of Food Culture
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• v.37 no.1
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• pp.73-80
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• 2022

The purpose of this study was to evaluate cookies prepared with five different quantities (0, 5, 10, 15, and 20%) of watermelon powder (WP). This study analyzed quality characteristics, consumer liking, and CATA (check-all-that-apply) of the samples. The density and pH of the cookie dough and the L-value of the cookies tended to decrease as the amount of watermelon powder increased (p<0.05), whereas the spread factor, a-value, and hardness of the cookies tended to increase as the amount of watermelon powder increased (p<0.001). The b-value tended to increase up to WP10, but it tended to decrease from WP15 (p<0.001). The results of the evaluation of consumer liking showed that overall liking was the highest for WP5 and lowest for WP20 (p<0.05). In the analysis of the CATA survey, the main reasons for liking for all the samples were 'Appearance', 'Color', 'Sweet taste', 'Nutty odor/flavor', 'Crispiness', and 'Familiarity'. WP5 showed the most diverse reasons for being liked. The common reason for disliking samples with the addition of watermelon powder was 'Residual feel in the mouth'. In the correspondence analysis, attributes of 'Stale taste', 'Clean taste', 'Softness', 'Familiarity', 'Moistness', 'Color', 'Blandness' were detected in the WP0 and WP5. The results indicate that WP5 with a 5% supplementation of watermelon powder is appropriate for improving the quality and consumer acceptability of the cookies.

• The Journal of Economics, Marketing and Management
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• v.11 no.5
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• pp.69-80
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• 2023

Purpose: The purpose of this study is to identify factors that affect decision-making for e-commerce users and to present ecommerce companies with the company's strategic directions for consumer purchases. Research design, data, and methodology: In this study, a structured research model was derived to confirm the relationship between brand image, product liking, heuristic and purchase intention and the difference according to psychological power. For analysis a total of 212 valid questionnaires from e-commerce users were used. confirmatory factor analysis, correlation analysis, and structural equations were conducted to verify. Results: Both brand image and product liking had a significant effect on purchase intention as well as heuristics. However, heuristics did not affect the purchase intention. It was found that the relationship between brand image, product liking, heuristic, and purchase intention differed depending on the psychological power. Conclusions: Companies should seek ways to increase the positive brand image and likability of products so that consumers can quickly purchase products. In the relationship between brand image and heuristic, the low-psychological group has more influence on heuristic, and in case of product liking, the high-psychological group has more influence on heuristic. In the relationship between brand image and product liking for purchase intention, both in the high psychological power group affect more influence on purchase intention. Since the process of purchasing products varies depending on the consumer psychological power tendency, it is necessary to identify the characteristics of consumers and establish strategies for purchasing promotion measures.

• Korean journal of food and cookery science
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• v.24 no.6
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• pp.788-800
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• 2008

This study was executed in order to analyze the purchasing practices, preferences, and satisfaction of consumers purchasing ready-to-eat foods. The study was executed from the $20\;May{\sim}30\;June$ 2007 in the Daegu and Gyeongsangbuk-do area. Questionnaires were distributed among 480 people. Of these, 410 questionnaires were collected and applied to a statistical analysis. Statistical analyses were conducted using the SPSS package program (version 14.0 for windows). The results of the statistical analyses were as follows. 42.4% males and 57.6% females participated in this study. The biggest motivation behind the purchase of ready-to-eat foods was convenience, 51.0%. The most common venues where these foods were purchased were supermarkets or discount marts, 67.6%. The ratio of substituting ready-to-eat foods for meals was 70.5%. The consumption practices of ready-to-eat foods of the consumers according to purchase place illustrated significant differences in the average expense per person each time (p<0.01), co-consumer (p<0.001), and age (p<0.05). The purchase preference was high with kimbaps (73.4%), hamburgers (29.8%), sushis (29.0%), and sandwiches (27.9%). Unmarried individuals showed a significantly higher overall liking and satisfaction for ready-to-eat foods than married individuals (p<0.001). Individuals living without a family was significantly higher overall liking and satisfaction than individuals living with a family (p<0.05). Individuals who spent an average of 10,000 won per time showed a significantly higher overall liking and satisfaction than those who spent below 10,000 won per time (p<0.05). In the presence of a friend as a co-consumer of ready-to-eat foods, satisfaction was significantly high (p<0.01). Consumers who purchased ready-to-eat foods at meal times, showed a significantly higher overall liking, compared to those who purchased such food products in between meal times (p<0.01). The preference and satisfaction degree of the consumer must be reflected by product development, quality improvement and marketing plan establishment.

• Food Quality and Culture
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• v.3 no.2
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• pp.64-68
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• 2009

This descriptive analysis study investigated the sensory characteristics and the drivers of liking for seven types of makgeolli differing in grain composition and pasteurization conditions. Six trained panelists participated in the descriptive analysis. In the consumer acceptance test involving 23 males and 34 females, two of the seven varieties were excluded due to their similar sensory characteristics. Analysis of variance, principal component analysis, and partial least square regression analysis were conducted. Sensory characteristics of makgeolli varied markedly depending on the ingredients and processing methods. Makgeolli samples with relatively high content of millet flour were characterized as being smooth and strong, with a roasted carbohydrate flavor, whereas samples with enriched rice content were rated high in attributes such as bitterness, carbonation, and residual flavor. Sourness decreased in pasteurized samples. Participant's age rather than gender influence the liking for makgeolli. Older consumers tend to prefer samples with stronger flavor than did younger consumers. Clustering consumer groups based on the preference for makgeolli samples provided profound insight concerning the beverage aspects that were appealing, which should be useful in consumer targeting of particular varieties of makgeolli.

• Journal of the Korean Society of Food Culture
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• v.31 no.6
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• pp.624-633
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• 2016

This study identified the sensory properties of samples of pizza dough at three pizza companies and three masonry oven pizzerias from Seoul, Korea and compared consumer acceptability among panels of university students. Six pizza dough samples were prepared (pan pizzas from Pizza Hut, Mr.pizza, and Dominos pizza, masonry oven baked pizzas from Appleteen, Mr.Lee's, and Pizza factory). Consumer tests were employed involving 97 Korean consumers. Consumers evaluated overall liking (OL), liking of appearance (APPL), odor (ODL), flavor (FLL), and texture (TXTL), willing to try (WT), and willing to recommend (WR) for the samples using a nine-point hedonic scale. Analysis of variance (ANOVA) indicated that HutP, MrP, and DomP samples had significantly (p<0.05) high scores for roughness, porosity, crust color, grain size, brownness, dairy food aroma, savory taste, and yeast aroma, which had the highest OL, ODL, and FLL scores. LeeP, ATeenP, and PFacP samples had high elasticity, cohesiveness, and adhesiveness. Consumers favored the appearance characteristics and color, dairy product flavor, and savory flavor of the pan pizza and preferred cohesiveness, toughness, and stickiness of masonry oven baked pizza.