• Journal of Korean Society for Quality Management
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• v.47 no.2
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• pp.345-365
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• 2019

Purpose: We consider export of Korea for Muslim population of Cairo residents in Egypt. Product instant cup noodle and yuzu tea are mainly focused on Kano model and Timko's customer satisfaction factor (CS - Coefficient) analysis and conjoint analysis. Methods: Based on the evaluation and conjoint analysis, cluster analysis was additionally applied to further exploratory research as to what kind of population the target customer has. A total of 120 people, each 60 people each, were prosecuted for Muslim women, middle middle class who had over 3,000 Korean won annual income for that study, and in Cairo in August 18. Results: The Kano analysis result Instant cup noodles act as attractive elements for packaging state, cooking method, smell and convenience, and Yuzu tea acted as an attractive element of taste, eating method, raw materials, efficacy, packaging form. Customer satisfaction factor, instant cup noodles, capacity and noodle thickness was a factor of indifference in Kano analysis, but acted as an attractive factor, the way to eat citron tea was classified as a factor of indifference. Conclusion: In the case of instant cup noodles, we first set up the taste of chicken-based soup with high appreciation as a whole, a group that likes chicken-based soup taste and oil noodles for each market segment, a taste of beef based soup And popular group that likes raw noodles Appears that diversification is necessary, and it has been found that it is necessary to develop a product type by hierarchy and marketing with different size priority from group packaging container. In the case of Yuzu tea, it is indispensable to emphasize the efficacy, in particular, energy recovery preference appears high, appealing point matching the needs of energy recovery is necessary, release the citrus fruit as a product without buckwheat in Bisson Ho, the packaging container, The group that likes cups and sticks is different and we found that it is necessary to prepare all two types.

• The Journal of the Korea Contents Association
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• v.19 no.1
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• pp.304-315
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• 2019

The purpose of this study is to identify factors affecting the purchase of Fair Trade products and to segment consumer which were typed according to the fair trade consumption competency, attitude and ethical consciousness of the University students. As a result, there are 4 type consumers, general type, indifferent type, individualism type, and fair trade practice type. Factors that directly affect the purchase experience of Fair Trade products are knowledge, willingness and interest in fair trade. In the end, education should be provided through fair education and ethical consumption through systematic education, and outside of school, social effort should be accompanied by the media and various contents to enable college students to promote their knowledge and interest in fair trade. In order to activate the fair trade market, it will be necessary to improve the quality to secure the market value as a commodity and to increase the price acceptance of the consumer.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.1
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• pp.65-80
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• 2019

Mobile shopping has spread rapidly in the consumer's daily life, and numerous fashion companies have now launched a mobile shopping application. By focusing on mobile social commerce apps, this study was to: (a) segment consumers based on loyalty and switching intentions, (b) to test differences in perceived service quality and switching barrier factors among segments, and (c) examine the effects of perceived service quality and switching barriers on loyalty intention. A total of 550 responses were obtained from mobile users in their 20s to 40s who purchased fashion products through a social commerce app in the last six months. Consumers were classified into four clusters: split-loyals, latent loyals, habitual loyals, and switchers. The split-loyal group showed the highest level of mean scores on perceived service quality and switching barrier factors; however, the switcher group showed the lowest mean scores. Of service qualities, app design had a significant effect on loyalty intentions in both split-loyal and latent loyal groups; the factors of ease of use and privacy had significant effects on loyalty intentions in switchers. Of switching barrier factors, virtual relationship had the most strongly effect on loyalty intention for the four segments.

• Korea Science and Art Forum
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• v.23
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• pp.17-26
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• 2016

This study was to segment The 2014 Korean Medicine-Bio Fair visitors based on fair quality factors. From the on-site survey at the destination, a total of 308 useful sample were collected and analyzed in SPSS 21.0. From factor analysis, the result shows 5 quality types of 'fair product', 'convenient facilities', 'accessibility', 'promotional information' and 'contents.' Also Three different segmented groups were derived form clusters analysis, which are 'accessibility preference group', 'promotion preference group', and 'high quality preference group.' The result of this study indicated that there were significant differences in demographic, satisfaction and behavioral variables between these three segments. More theoretical and practical implication were discussed in the conclusion section.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.10 no.12
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• pp.3815-3823
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• 2009

As a critical element for success of community based tourism, festivals and special events play a significant role in enticing visitors from outside of the host community. More importantly, festivals and events contribute to improve the life quality for both hosts and guests. The purpose of this study is to develop a market segmentation strategy based on the perceived festival impacts among visitors to Poonggi Ginseng Festival so that each segment can be treated and communicated with separatedly for utmost visiting satisfaction. In this study, two market segments based on visitors' socio-cultural and environmental evaluation of the festival were identified, namely high appraisal group and low appraisal group. Two groups contrast sharply in terms of their behavioral patterns and perceived value and overall satisfaction. Practical marketing strategies are suggested accordingly.

• Culinary science and hospitality research
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• v.20 no.4
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• pp.266-279
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• 2014

The purposes of the study are to segment the American family restaurant market based on relational benefits and to compare each group's demographics, dining characteristics, relationship quality(consumer identification, switching costs, satisfaction, commitment), and relational outcomes(positive word-of-mouth intentions and share of purchases). 510 responses were collected from American family restaurant customers and analyzed using frequency analysis, EFA, reliability test, cluster analysis, MANOVA, discriminant analysis, chi-square test, and ANOVA. The results of the study found three different types of relational benefits: confidence, special treatment, and social benefits. The results of cluster analysis identified three market segments, namely, high relational benefits consumers, medium relational benefits consumers, and low relational benefits consumers. The three groups were different in terms of age(p<0.05) and level of education(p<0.05). In addition, high relational benefits consumers showed a higher level of relationship frequency(p<0.001), relationship quality(p<0.001), and relational outcomes(p<0.001), followed by medium and low relational benefits consumers. Overall, the results indicated that family restaurants need to deliver excellent relational benefits to customers in order to achieve desired relationship quality and relational outcomes. Managerial implications were provided.

• Journal of Distribution Science
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• v.11 no.4
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• pp.61-72
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• 2013

Purpose - It is widely accepted that the process of developing marketing strategy is composed of three steps: market segmentation, target market selection and positioning. However, mass marketing strategy based on cost reduction through economies of scale and standardized products, can be also an effective strategic option. Many marketing scholars including Theodore Levitt emphasize the importance of applying the mass production concept to various industries including service industries. Especially, in times of economic downturn, the capability of providing consumers with low-priced, value products can be an important source of competitive advantage, as well as the ability of providing high-priced premium products. Marketers should decide whether they will implement mass marketing strategy or target marketing strategy. The present study theoretically shows that firms should understand the target customers' price elasticity as well as the firm's cost structure in order to make such a strategic decision. Research design, data, and methodology - Instead of implementing an empirical study, this study provides a theoretical(mathematical) investigation on the effect of consumers' price elasticity on a firm's optimal price level, profit, sales volume, revenue, and cost. The results are mostly deduced from derivative calculations and several graphs are utilized to represent the results on the relationships between the variables under study. Results - The analytical results suggest that it is more profitable for a firm to adopt the segment/target marketing strategy (more specifically the differentiation strategy) when the degree of consumers' heterogeneity is high and the proportion of the fixed cost in the total cost is low. On the other hand, if the degree of consumers' heterogeneity is low and the fixed cost is high, it is better to adopt the mass marketing strategy or the cost leadership strategy. The strategy of concentrating on a single target market will be effective when consumers' needs are highly heterogeneous but the fixed cost is high. Any of the three types of generic strategies proposed my Porter(1980, 1985) can be applied when both the consumers' heterogeneity and the fixed cost are low. This study also proposes the contribution-margin-based method for developing the optimal pricing strategy. Conclusions - One of the primary roles of marketers is to find a proper compromise between the two conflicting goals of maximizing customer satisfaction and minimizing cost. In order to do so, he or she should understand the characteristics of the target customers as well as the cost structure of the firm. In addition to the theoretical analyses, this study discusses several business cases and explains how superior companies find the optimal compromise position between these two goals and dominate the market. One of the radical changes recently taking place in business arena is the reduction of production and distribution costs of both physical goods and information due to the advancement and the wide diffusion of information technology. The cost reduction combined with lowered priced elasticity incurred by customized products and services, will enable many firms to adopt the mass customization strategy.

• Journal of Korea Technology Innovation Society
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• v.20 no.4
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• pp.939-969
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• 2017

The interest in social regulation and its influence on innovation are increasing as the society concerns more for environment and safety. There have been plenty of literature about the impact of social regulation on innovation and its mechanism. Majority of research have been influenced by or based on the famous Porter's hypothesis. However, majority of the literature focus on internal factors such as expected benefits from change of regulations, and it is hard to find one studying social regulation's influence on innovation through external factors such as market or industrial structure. This study addresses this issue of the impact of social regulation on innovation by analyzing the case of fire-retardant coating material for steel structure industry in Korea. It scrutinizes the impact of social regulation which affects competition and innovation on substitute competing market, and tries to reveal that there might exist the other path to innovation, besides the way that the expected benefit from compliance of regulation directly drives innovation. As a result of the case study, we have found that changes in social regulation may act like economic regulation and restructure the market segment and this effect may lead to innovation. It can be explained by the fact that expected benefits from compliance of regulation can be a direct source of innovation, as Porter suggested, but the change of industry structure and competitive strength caused by the change in social regulation can also act as a driving force of innovation.

• Food Science and Biotechnology
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• v.14 no.4
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• pp.523-528
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• 2005

The commercial interests in functional foods containing probiotics are gaining significance in view of increasing studies on their role in digestive tract. Probiotic dairy foods containing health-promoting bacteria are important segment of functional food market. Various health benefits have been attributed to specific strains of lactic acid bacteria or food containing these probiotic cultures. Probiotic-containing foods are considered to improve general gut health and natural defenses of body, and lower blood cholesterol level. Specific probiotic microbes can alleviate or prevent diverse intestinal diarrhea-inducing disorders, cause prophylaxis of intestinal and urogenital infections, inhibit mutagenicity of intestinal contents, and reduce incidence of intestinal tumors. Recent increasing evidences on health effects of probiotics have triggered consumer interest in this category of functional foods. Rational approach needs to be applied in selection of strains for probiotic preparation to achieve required functionality. Present article focuses on some prominent probiotic candidates and criteria for their inclusion in functional food sector. Various health claims of probiotics on gastrointestinal disorders, anticarcinogenic effects, and anti-cholestrimic effects, and possible mechanistic explanations for their functionality are highlighted.

• Journal of Power Electronics
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• v.12 no.1
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• pp.75-82
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• 2012

Elimination of rotor position sensors mechanically coupled with the rotor shaft is attractive to variable speed drives primarily due to increased system reliability and cost reduction. In this regard, search for a simple and robust position sensorless control has been intensified in past few years specifically for low-cost, high-volume applications such as home appliances. This paper describes a new parameter insensitive position sensorless control for switched reluctance motor (SRM) drives satisfying such a need in this market segment. Two consecutive switch-on times of the controllable switch in hysteresis current control are compared to estimate the rotor position and speed. The proposed sensorless control algorithm is very simple to implement since it does not depend on extensive computation or any additional hardware. In addition, the proposed method is robust in that its dynamic performance is least affected by system parameter variations. The proposed approach is demonstrated on a single-controllable-switch-converter-driven SRM with two-phases that lends itself to a system with low cost and compact packaging which comes close to the intended applications. Analysis and simulation results followed by experimental verification are presented to demonstrate the feasibility of the proposed sensorless control method.