• Asia Marketing Journal
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• v.18 no.4
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• pp.99-124
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• 2017

Little research on sensory study has been conducted from a marketing perspective and most of sensory studies have been done from a science perspective. Thus, this study examined wine sensory perceptions in the consumers' minds, which is how wine consumers associate grape variety Shiraz/ Syrah by the three different region of origins with specific sensory images. Total 234 questionnaires were collected from online wine community members at restaurants in Korea. The main results show that the most two shared sensory images of Shiraz/ Syrah were 'Dry' and 'Fruity' across the three region of origins. For Barossa Shiraz, the unique images were mainly found in Aroma image category such as 'Chocolate', 'Prune', whereas for Rhone Syrah, the unique images were mainly revealed in Overall image category e.g. 'Deep', 'Fascinating'. Additionally, this study confirmed that Maipo Valley is not recognizable region of origin of Shiraz/ Syrah. This study employed a free choice, Pick Any and conducted correspondence analysis to find out the degree of associations of sensory images and each region of origin.

• Journal of the Korean Society of Food Culture
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• v.31 no.2
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• pp.170-177
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• 2016

This study carried out empirical analysis of the effect on conspicuous consumption and purchase intention by social face sensitivity of customers who have eaten at luxury restaurants. Adult male and female customers aged 20~60 years who lived in Seoul and who had experience eating at luxury restaurants were selected as survey participants. The results of this study are as follow. First, social face sensitivity factor had a significant effect on preference for famous brands and seeking fashion. On the other hand, among social face sensitivity factors, shame consciousness had a significant effect on other-oriented conspicuous consumption. Thus, the hypothesis was partially accepted. Second, among social face sensitivity factors, other-conscious social face had a significant effect on purchase intention. Thus, the hypothesis was partially accepted. Third, preference for famous brand and seeking fashion had a significant effect on purchase intention. However, other-oriented conspicuous consumption tendency had no effect on purchase intention. Thus, the hypothesis was partially accepted. If studies on various consumption sentiment variables continue to be made, these may be usefully utilized for establishing marketing strategies of companies.

• Journal of the Korean Society of Food Culture
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• v.26 no.6
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• pp.673-681
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• 2011

The purpose of this study was to analyze the difference in bakery choice attributes according to consumers' general characteristics and purchasing behavior. Among 350 questionnaires distributed to bakery consumers, 277 complete questionnaires (79.1%) were analyzed. Bakery choice attributes were classified into five factors: "environment and image", "bakery product features", "location", "employee service", and "price and sales promotion"; the mean scores of these factors' importance levels were 3.59, 3.58, 3.49, 3.36, and 3.00, respectively. Males considered 'employee service' factor significantly more than did females. Further, the importance level of 'employee service' factor was significantly greater as consumer's age increased. The importance levels of 'bakery product features' and 'employee service' factors were considered significantly more by consumers who spent KRW10,000-15,000 than those who spent KRW5,000 or less. 'Price and sales promotion' was considered to be more important by consumers who obtained information from the Internet than from the TV and radio. 'Location' factor was considered to be more significant as purchasing frequency increased. Such differences in importance level of bakery choice attributes according to consumers' gender, age, job, and purchasing behavior should be considered and applied to the development of marketing strategies targeted at consumers.

• Culinary science and hospitality research
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• v.23 no.8
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• pp.27-39
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• 2017

This study was to examine how consumption value of female consumers affects impulse consumption and purchase satisfaction when they buy bakery goods, present specific determinant factors that affect them, and identify its influencing factors. The survey was conducted with those who have bought bakery goods of female consumers in Seoul and Kyonggi area, using a convenience sampling method. After a total of 400 responses was collected, 366 responses were included for the multiple regression analyses in order to test the hypotheses. To summarize findings from this study, analysis of the first hypothesis showed that "emotional impulse buying," "stimulating impulse buying," "reminder impulse buying," and "situational impulse buying" among impulse buying factors in consumption value factors had positive effects. The second hypothesis analyzed that "emotional impulse buying," "stimulating impulse buying," and "situational impulse buying" gave positive impacts on "purchase satisfaction," while "reminder impulse buying" had no influence. Analysis of the third hypothesis demonstrated that "consumption value" had positive effects on "purchase satisfaction." These findings were significant to examine consumption value that show the consuming pattern of consumers, analyze influencing factors on impulse buying of female consumers, and further present marketing strategies used for advantageous tools with competing stores to bakery owners or marketers.

• Journal of the Korean Society of Food Culture
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• v.37 no.4
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• pp.324-334
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• 2022

This study was conducted to provide basic data for product development and marketing strategies for the Thai home meal replacement (HMR) market, to reflect the changing trends in household sizes in Thailand. The results of analyzing the characteristics and differences of HMR consumption behavior between single-person households and multi-person households in Thailand were as follows: It was found that single-person households use HMR to save money and for the convenience in cooking and preparation. In the preference by HMR type, multi-person households showed a higher preference for all types of products than single-person households. Thai consumers, regardless of their household size, mainly use department stores and large shopping malls to purchase HMR, and they most prefer to get information through Internet advertisements. The shelf life, quality, taste, hygiene, and freshness of HMR were the main considerations for their selection. Based on the results of this study, the Thai market requires the development of HMR products that are reasonable in terms of cost and preparation time. In addition, it is necessary to develop products that can satisfy consumer needs, such as nutritional enhancement and therapeutic foods, products that are organic, eco-friendly, cater to various menus, and address the premium segment.

• Journal of Nutrition and Health
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• v.38 no.9
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• pp.765-776
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• 2005

The purposes of this study were to a) examine IC (intellectual capital) circumstance of CFMC (contract foodservice management company), b) identify the correlation between IC of CFMC, c) analyze the cause and effect of IC in the viewpoint of contractor, client, and customer. The questionnaires of IC measurement were handed out to 108 CfHCs, there composing of main office employees, foodservice managers, customers, and clients of 207 school, 38 hospital, and 86 business/industry foodservices. The statistical data analysis was completed using SPSS Win (ver 12.0) for descriptive analysis, correlation analysis, simple linear regression analysis. First, CFMCs had operational experience for an average of 8 years and 8 months, and served an average of 38,540 meals a day. Most of the respondent companies operated 'food supply/distribution($50\%$)', 'catering ($46.7\%$)', and restaurant business ($43.3\%$)' except for institutional foodservice and managed an average of 66 clients for the contract period of 2 years and 3 months. Second, there was positive correlation between $\ulcorner$sales of foodservice$\lrcorner$ and 'market ability', $\ulcorner$client satisfaction$\lrcorner$ and necessary intellectual capital for managing branch/chain foodservice office, and $\ulcorner$customer satisfaction$\lrcorner$ and $\ulcorner$renewal and development$\lrcorner$, 'market ability', 'infrastructure support for foodservice operation', 'employee satisfaction', respectively. Finally, the result of the cause and effect analysis on CFMCs, clients, and customers was positively influenced by 'client satisfaction' with 'customer satisfaction', 'infrastructure support for foodservice operation' and 'customer satisfaction' with 'employee satisfaction', and 'infrastructure support for foodservice operation'. In conclusion, if CFMCs were to perform a routine checkups by utilizing CFMC's IC measuring tool, improvements in CFMC operational capacities as well as foodservice quality can be noted. Additionally, CFMCS can satisfy their client-customer relationship by employing internal marketing thechniques for employee, a more efficient infrastructure support system, and construc tive infrastructure utilization. Therefore, CFMCs can show significant improvement in their sales and foodservice quali-ty though continuous maintenance of the client and customer satisfaction.

• Korean journal of food and cookery science
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• v.29 no.5
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• pp.617-624
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• 2013

Korean Food Globalization has been launched as a tool of civil ambassador and the high value-oriented industry. According to department of statistics in 2012, the trend of Korean food globalization from international visitors of Chinese and Japanese has grown. Hence, this study is purposed to identify the level of satisfaction of Chinese and Japanese consumers based on their food-related lifestyle. The survey was conducted by interviewing 403 Chinese and Japanese visitors who have experienced Korean food. The survey questionnaire was composed of 3 parts of demographic information, food-related lifestyle, and satisfaction of Korean restaurant. As factor analysis results, 3 factors were yielded for the food-related lifestyle factors-a eat-out preferred group, a health preferred group, and a taste preferred group, and 3 factors were generated for Korean restaurant satisfaction-hygiene and service, menu, and food quality. For cluster analysis, 3 clusters were identified as follows: high interested in food itself, health interested, and taste interested. Female appears to be significantly different in terms of 3 clusters than male. Nationality shows that Chinese consumers showed a high interest in food itself whereas Japanese consumers were high interested in health. With regard to Korean restaurant satisfaction, service appeared to be important in Chinese consumers while Japanese consumers showed a higher mean value on serving size, price, and nutrition. The findings concluded that by understanding the nature of food-related lifestyle of international visitors, marketing strategies can better meet visitors' expectations and increase their satisfaction with Korean restaurants.

• Journal of the Korean Society of Food Culture
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• v.33 no.6
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• pp.543-549
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• 2018

Product replacement (PPL) is used widely in marketing and plays crucial roles but the effects of the PPL attributes on a restaurant brand are not well known. Therefore, this study examined the effects of PPL attributes on brand awareness and brand credibility. In addition, the relationship among brand awareness, brand credibility, and brand loyalty was investigated. The study found that the characteristics of PPL, such as information and entertainment, affected brand awareness. On the other hand, inconvenience did not have any impact on brand awareness. In addition, information, entertainment, and inconvenience affected brand credibility. Furthermore, brand awareness and credibility influenced brand loyalty significantly. These results suggest that PPL can be a very effective way to advertise. Hence, PPL should be done with a sense of information and entertainment than simply with more frequent exposure to consumers, which that might cause inconvenience.

• The Journal of the Korea Contents Association
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• v.12 no.5
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• pp.331-345
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• 2012

The main purpose of this study is to investigate the effects of operational practices of contract foodservice management company on relationship quality and recontract intention. To verify research model, 126 data were collected from client companies of E contract foodservice management company and analyzed using structural equation modeling and multiple regression. The results of this study can be summarized as follows. First, direct factors such as operational costs, menu management, and service management had significant influences on food service quality. On the other hand, indirect factors such as operational supportability, brand image, and capacity of sales management were not important to food service quality. Second, indirect operational practices had significant effects on trust. That is, when operational supportability was increased, brand image was enhanced, and capacity of sales management was strengthened, client company's trust on contract foodservice company was increased. Among them, brand image showed the highest effect. Also, direct practices such as operational costs, menu management, and sanitary/facilities management significantly influenced on trust. Third, food service quality significantly affected trust. Finally, only trust had significant effect on recontract intention but food service quality did not. This means that food service quality alone is not enough to earn recontract intention. Relationship marketing efforts to form trust should be made between contract foodservice company and client company.

• The Korean Journal of Franchise Management
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• v.12 no.4
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• pp.25-40
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• 2021

Purpose: Marketing communication with customers is essential for companies to survive and grow in a fiercely competitive environment. Advertising is one of the most readily accepted marketing communications by consumers. Unlike a company that owns a distribution network, advertising is vital for a franchise. In general, many advertising models select celebrities. Celebrities are more likely to attract audience attention and influence consumers' purchase intentions. Customers satisfied with advertising are more likely to stay loyal and buy again when the company launches a new product. In addition, customers form a brand image through advertisements. Therefore, in this study, the effect of the characteristics of the foodservice franchise advertising model characteristics on model satisfaction, brand image, and purchase intention. Research design, data, and methodology: The survey of this study was conducted among consumers over the age of 20 who had seen a restaurant franchise advertisement and visited a store within the last 2 months. 305 copies were collected for 7 days during the survey period, from October 21 to October 27, 2021. Among the collected questionnaires, 12 insincere questionnaires were excluded, and 293 were used for analysis. SPSS 25.0 and Smart PLS 3.0 were used as data collected to test the hypothesis. Result: As a result of the study, among the advertising model characteristics of a foodservice franchise, reliability, attractiveness, expertise, and closeness all had a significant positive (+) effect on model satisfaction. In addition, reliability and closeness were found to have a significantly positive (+) effect on brand satisfaction, but attractive and expertise did not significantly affect brand image. Finally, model satisfaction was found to have a significant positive (+) effect on brand image and purchase intention. Brand image also appeared to have a significant positive effect on purchase intention. Conclusions: Research Results First, this study verified the effect of a restaurant franchise advertising model using celebrities by using the characteristics of the advertising model. Second, this study developed a conceptual structure for model characteristics - model satisfaction - brand image - purchase intention. Third, the restaurant franchise marketer needs to select a model in consideration of the privacy of the advertising model. Fourth, consumers tend to equate advertising models with advertising