• Journal of the Korean Society of Food Culture
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• v.22 no.6
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• pp.783-793
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• 2007

The purpose of this research was to investigate consumers' awareness and perception of the noble family food to popularize it. A total of 1,100 subjects lived in Seoul area participated in Web-based survey. Thirty eight percents of the participants were not even aware that there exists the noble family food and overall 63% of the participants merely have the idea of what the noble family food is. The impressions of the noble family food varied widely. Some of them were positive as the noble family food seems good for health and some were negative as it is not easy to cook. The results showed that many people are not interested in noble family food, however, there was a high behavioral intention to have it in their future meal plan. Participants responded that noble family food had not fully developed yet (mean=4.08), but it had potential to be world-wide excellent (mean=3.95). There was significantly high scored response that the noble family food should contain sanitary cooking process to popularize it (mean=4.16). Also participants addressed that it was necessary to use public relations through mass media (mean=4.02), and it required appropriate educational approach to the noble family food (mean=4.02). In addition, people perceived that traditional custom and the noble family foods were jointly connected by cultural events. On the other hand, there were low scored responses on developing of noble family food as a processed food to be generally accessible in daily life. In conclusion, the importance of public relations should be emphasized to popularize the noble family food. Also, increasing the number of places that sell noble family food would help to popularize it.

• 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.

• Journal of Information Technology Applications and Management
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• v.31 no.1
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• pp.123-138
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• 2024

With the increase in online shopping and delivery food consumption since the pandemic, solving environmental problems caused by single-use packaging has become an important issue. 'Upcycling' is a combination of 'Upgrade' and 'Recycle', and it is the rebirth of obsolete or discarded objects by adding new value to them, and there are currently various upcycled products on the market. In order to activate upcycling, consumers' awareness of the environment and their values for consumption are very important. This study aims to investigate the influence of students' environmental concern, environmental experience, and consumption value on their purchase intention of upcycled products. Based on the results of previous studies on environmental concern, environmental experience, and consumption value, hypotheses were set, and a survey was conducted among university students nationwide to test the hypotheses. The results of this study are as follows First, environmental concern has a significant positive effect on purchase intention of upcycled products. It can be seen that the more environmental concerns such as global warming and waste disposal problems increase, the more positive attitudes toward upcycled products increase. Second, the research hypothesis that environmental knowledge will have a positive effect on the purchase intention of upcycled products is rejected. It was found that environmental knowledge is acquired through environmental education and many SNS, but it does not have a direct effect on the purchase intention of upcycled products. Third, it was found that the consumption value of college students has a positive effect on the purchase intention of upcycled products by increasing their positive perception of upcycled products. Fourth, college students' purchase intention of upcycled products has a positive effect on their behavioral intention to purchase upcycled products. The results of the study provide implications for relevant organizations such as universities and companies to effectively design upcycling-related education. It is also expected to have a positive impact on the use of upcycled products by providing basic information on the characteristics of consumers who purchase upcycled products.

• Journal of Bio-Environment Control
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• v.31 no.4
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• pp.343-355
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• 2022

This study investigated the consumption tendency and awareness of paprika in order to expand and promote the consumption of Capsicum annuum L. The research investigated the relationship of preference and loyalty based on emotional response of paprika according to the semantic differential scale. The survey was conducted from January to February 2022 using a random sampling method targeting 155 general people, and a total of 142 questionnaires were analyzed excluding 13 wrong answers. The nine items on the awareness of paprika showed to be consisted of three factors such as 'Food taste', 'Usability', and 'Economics' by factor analysis. Regarding to the awareness of paprika the positive answer that 'I think paprika is good for health' among the nine questions was the highest at 92.3%. In the preference aspect of shape, blocky type had the highest preference for the shape of paprika, followed by mini and conical types in order of preference (p < 0.001). As for color preference, yellow paprika was the most preferred, followed by orange, red, and green, showing statistical significance. The emotional response of paprika by paprika image showed a statistically significant difference in the four colors. The words such as 'bright', 'clean', and 'spirited' appeared as representative emotional vocabulary for paprika. Multiple regression analysis was performed to examine the effect of paprika on the three factors of awareness, preference, and loyalty due to the quality of life. As a result, the higher the paprika preference and quality of life, and the higher the taste and availability factors, the higher the paprika awareness and loyalty. As the variable that has the most influence on the loyalty of the survey respondents, preference was found to have the highest explanatory power at 43%. From these results, it was judged as a very important factor in the survey on the shape and color preference of paprika. Therefore, the recent increase in awareness that paprika is good for health is thought to act as a positive factor in revitalizing the domestic market and increasing consumption of paprika in the future. Also, among the three types of paprika, the yellow blunt type showed the highest preference. Therefore, in order to produce and promote this type of paprika, it is also important to increase the cultivation to suit the purchasing propensity of consumers.

• Korean Journal of Poultry Science
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• v.45 no.3
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• pp.219-228
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• 2018

This study was conducted twice to investigate egg purchase behavior and perception on animal welfare of Korean consumers. This study included women, who were the main decision makers and caretakers in the household, and men with one-person household. This survey was conducted with by the Computer Assisted Web Interview and Gang Survey methods. On the key considerations factor, the highest response rate was considered to be 'price', and the response rate of considering 'packing date' increased in the second survey. At a reasonable price based on 10 eggs, the response rate was the highest at 53.8% and 42.9% in both the first and second surveys and the appropriate price averages were 2,482 won and 2,132 won, respectively. The highest rate of purchase of egg consumers from 'Large Mart' followed by 'Medium sized supermarket' and 'Chain supermarket'. As for the awareness about animal welfare, the recognition ratio (73.5%) was higher in the result of the second survey than the first. The cognitive period of animal welfare was 59.0% before the insecticide egg crisis and 41.0% thereafter. Regarding whether or not they have ever seen an animal welfare certification mark and an animal welfare animal farm certification mark, 59.6% of respondents said that they saw it for the first time and 37.6% answered that they knew the animal welfare certification mark. On the animal welfare system, the 'free-range' response rate was the highest at 85.8%. The 'free-range' fit response decreased by 34.2%p, while the 'barn' and 'European type' fit response increased by 13.2%p and 24.1%p, respectively. The number of 'I have never seen' and 'I have ever eaten' responses to the recognition and eating experience of animal welfare certified eggs decreased while the number of those who answered 'Have ever seen' and 'Have eaten' increased. The answer of purchasing animal welfare certified eggs at department stores, organic farming cooperatives, and internet shopping malls was higher than that of buying conventional eggs. Of the total respondents, 92.0% were willing to purchase an animal welfare egg before the price was offered, but after offering the prices of animal welfare eggs, the intention to purchase was 62.7%, which was about 30%p lower than before. The reason for purchasing an animal welfare certified egg was the highest score of 71.0% for 'I think it is likely to be high in food safety', and 38.1% for 'I think the price is high' for lack of intention to purchase. In the sensory evaluation of animal welfare eggs, egg color and skin texture of conventional eggs were significantly higher than those of certified welfare eggs (P<0.05), and boiled eggs showed that egg whites of animal welfare certified eggs were more (P<0.05). As a result, the results of this study will contribute to the activation of the animal welfare certification system for laying hens by providing basic data on consumer awareness to animal welfare certified farmers.

• Culinary science and hospitality research
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• v.22 no.4
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• pp.254-264
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• 2016

This research was conducted over about four weeks from May 1, 2015 until May 30. First, of the hotel restaurant visit motivations, awareness image B=0.524 (p<.001), food B=0.121 (p<.05), and distinctiveness B=0.251 (p<.001) had a significantly positive impact on consumer attitude. Second, the hotel restaurant, visit motivation and preference image B=0.577 (p<.001), Social B=0.192 (p<.001), distinctiveness B=0.173 (p<.01) was significantly positive on consumer attitudes there were influential (+). Third, there was the influence of motivation and purchases, visit the hotel restaurant between images of B=0.705 (p<.001), Around B=0.113 (p<.01) significantly positive (+) on purchase of consumer attitudes to food B=-0.135 (p<.01) and social B=-0.123 (p<.001) are part had the effect of (-). Addition, consumers also look at the attitude and awareness Revisit B=0.464 (p<.001), Rating B=0.321 (p<.001), even the purchase of B=0.205 (p<.001) all significantly positive (+) with there was influence. If the five-star hotel from carrying out marketing activities around awareness, preference, and purchase intention judges will give a great help in hotel management.

• Journal of Distribution Science
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• v.11 no.6
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• pp.67-80
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• 2013

Purpose - This study aims to establish the relationships among brand equity, brand attitudes, and Visual Merchandising (VMD) in bakery stores. The results will help bakery franchisees and franchisers in devising appropriate strategies for successfully managing their bakery shops. Research design, data, and methodology - The VMD model for bakery shops comprises harmony, attractiveness, suitability, pandemic, functionality, and reliability. Further, brand equity encompasses brand awareness, perceived quality, and brand image. In this study, the VMD factors of bakery shops are used as independent variables, while brand equity and brand attitude are used as dependent variables. This study aims to ascertain the extent of the influence VMD components of bakery shops have on brand equity and brand attitude. Regression analysis was used to verify those effects. The measurement items, deemed reliable and valid in a previous study, were modified for this study. Questionnaires were distributed to 500 consumers nationwide, of whom 340 were used for the sample. The SPSS 19.0 statistical program was used for the analysis. Results - First, among the VMD bakery shop components, harmony, attractiveness, and pandemic have a positive impact on brand equity (brand awareness and brand image). Second, amongst the VMD components of bakery shops, attractiveness, pandemic, and reliability have a positive impact on brand equity (perceived quality). Third, amongst the VMD components of bakery shops, harmony, attractiveness, and reliability have a positive impact on brand attitude. Fourth, brand equity (brand awareness, brand image, and perceived quality) have a positive effect on brand attitude. Conclusions - This study identifies the relationships between the VMD components of a bakery shop and brand equity and attitude in order to propose a new model. The study has several practical implications. First, the development of brand equity and management can be important components in bakery shops' determination of whether their VMD components have an impact on brand equity. Second, among VMD components, harmony and attractiveness have a positive influence on the choice of bakery shop, while reliability and pandemic have a partly positive influence on the choice of bakery shop. Therefore, store atmospheres should be attractively designed, and store menus and interiors should be reviewed periodically to conform to the latest trends. This study suggests marketing strategies for brand equity formation. First, providing collateral product quality, hygiene, and safety benefits as well as product offerings to complement the season and employees' services should be considered. Second, display methods, illumination designs, and new product ideas should be periodically reviewed. Third, these should complement the overall harmony of the interior and exterior and of the store atmosphere in order to be attractive. Funds should thus be dedicated specifically for the facilities and their interiors. Fourth, it is necessary to build a friendly and relaxed image that can be easily called to mind by the customers.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.21 no.4
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• pp.248-258
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• 2020

In this study, an empirical analysis was performed with regards to traditional markets in Seoul, South Korea to find which physical maintenance elements, such as facility improvement for successful urban restoration, have greater effects on the expectation and activation awareness of successful urban restoration. This study targeted traditional markets located at the center of Seoul, which are visited by many domestic and international tourists as well as general consumers and are revitalizing the downtown area. A survey was conducted to collect a total of 515 completed questionnaires. Data analysis was performed using SPSS 23.0 and AMOS 22.0. The results of the analyses in this study indicate relevant urban invigoration factors (psychological, physical, diversity, functional, and stability factors), and it was observed that the expectation of urban regeneration was under the direct influence of the invigoration factors. Such a finding is meaningful in that it suggests a set of criteria to evaluate the concept of traditional markets in a comprehensive manner for successful urban regeneration while highlighting relevant invigoration factors for traditional marketplaces for the purpose of urban regeneration.

• Korean journal of communication and information
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• v.47
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• pp.120-147
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• 2009

The purpose of this paper is to promote bilateral friendly relations, the elements that hinder Hate Korea wave's(Kenkanryu) status and an analyzation of the characteristics of its causes and solutions for it. The Hate Korea wave is to be discussed in the fountain Hate Korea wave 2ch(2channel, ni channeru) acquaintances of information and representation to analyze the causes of this Japanese anti-Korean thinking. All of society should be aware of the differences and see what we have in common. I researched discussions of 2ch information and the content of other similar media. The expression was very violent. However, there was both general awareness of a gap between criticism and support. The gap was about what is not unusual on the Internet and not to be greatly concerned about. I also compares anti-Korean's awareness to Korea with general Japanese's, and finds that there are gap between them. For example by analyzing general Japanese's awareness we can find 18% of people who criticize the Hate Korea wave or have positive image of Korea. futhermore the proportion of anti-Korean contents in internet is not very high, so we don't have to worrying about the phenomenon seriously. but because of the following three points, there are sufficient needs to concern about the phenomenon constantly. First, sources of Hate Korea wave are traditional media. Second, the consumers of Hate Korea wave are mainly young generation who will make future relation of two countries. And last, Hate Korea wave include potential power to explode when certain conditions are met.

• Journal of Mushroom
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• v.17 no.3
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• pp.167-170
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• 2019

Cultivation of brown mushrooms, rather than that of white variants is preferred by Korean mushroom farmers, as the former are resistant to diseases. However, brown mushrooms were cultivated only in selective eco-friendly agricultural farms due to lack of consumer awareness. After providing information about brown mushrooms to respondents through a 1-minute video clip, a survey was conducted on social network service (SNS) to assess recognition and preference for brown mushrooms. A food evaluation was then conducted among 200 people randomly selected from the survey respondents. Most respondents (83%) had not encountered brown button mushrooms previously, and 98% of the respondents were willing to buy these mushrooms because they were "curious about its taste" (44%). In the food evaluation, 32% of the respondents found the brown button mushrooms to be delicious, 28% reported a good flavor, and 31% described a good texture. In addition, we confirmed that 95% of respondents were interested in purchasing brown mushrooms after sampling. Therefore, in the present study, we evaluated public perception, preference, and taste of brown button mushrooms, and confirmed that availability of information on nutrition and benefits s of mushroom consumption could induce consumers to buy brown button mushrooms.