• 복식
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• 제60권4호
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• pp.1-17
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• 2010

There had been studied for a function of fashion illustration that has various capability of differentiation among fashion products since year 2000. A fashion products adopted the illustration is stand out not only to increase the goods profits by consumers who is willing to purchase the products with specified identity but also to execute differentiation strategy in a market. The aim of this study is the theoretical approach of fashion illustration and examined the development process of the products based on the supporting documents of cooperations, other records and actual application cases. Also, expression techniques of fashion illustration, image features and etc. are mainly studied and following representative results are projected through the data. First, the success of fashion commercialization using fashion illustration should have mutual organic function which requires three factors such as product project, marketing, the role of illustration. Second, An illustration of hand drawing expression technique is more helpful in differentiation of fashion product than using computer graphic, embroidery, collage technique and the fashion products vividly expressed with sensuous illustration tend to have higher preference. Third, the possibility of success the fashion products is often affected by the distinct identification and the precise positioning while the illustration is used.

• Asia Marketing Journal
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• 제20권2호
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• pp.85-98
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• 2018

Korea Ginseng Corporation is a global ginseng company, owning one of the most leading brands in Korea, CheongKwanJang. Although Korea Ginseng Corporation was an undoubted market leader in the red ginseng market, it faced a new challenge in 2012 due to the changes in market environment. In order to keep its market leadership in a saturated and competitive market, the company decided to extend its product lines alongside the launches of new brands. In this article, the authors demonstrate the development process of the company's brand portfolio strategy to reveal how the company turned CheongKwanJang into a mega-brand. Also, this paper explores the impact of CheongKwanJang's reputation on new brands, thereby illustrating how the company successfully managed to introduce new products outside of the red ginseng category, ranging from organic food to a pet food market.

• Asia Marketing Journal
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• 제26권1호
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• pp.23-30
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• 2024

Firms often engage in manipulating online reviews as a promotional activity to influence consumers' evaluation on their products. With the prevalence of the promotional activities, consumers may notice and discount the reviews generated by the promotional activities. Discounting the firm-generating reviews may cause systematic measurement errors in the valence variable and lead to a negative bias when estimating the effect of consumers' organic reviews on demand. To correct the bias, this study proposes including product-specific bias-correction terms representing the proportion of extreme reviews in analysis. For illustration, the proposed method is applied to a demand model for data of movies released in South Korea. The results confirm a negative bias in the estimate of the valence sensitivity of demand. The negative bias potentially leads to an underestimation of the magnitude of the contagion effect through social interactions, a key component of evaluating the value of a satisfied consumer.

• 한국유기농업학회지
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• 제16권2호
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• pp.189-204
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• 2008

The objective of this paper is to analyze consumers' consumption behavior of environment-friendly mandarin and attributes of mandarin in Korea. It is also to measure consumers' marginal willingness to pay by the attributes of mandarin and to estimate the market-share by products of mandarin from the data surveyed by a survey research company. The questionnaires for consumers were given randomly by interview to 500 married women lived in Seoul and to 200 wholesaler in Seoul, Busan, Daegu, Kwangju. The conjoint analysis method was used to analyze consumers' preference and suggest several implications for the rational production and marketing policy of mandarin.

• 한국유기농업학회지
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• 제17권2호
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• pp.171-191
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• 2009

Although many local governments are supporting the environment-friendly regional agriculture(hereafter EFRA), the EFRA is not wildly extended since the marketing and consumption of the environment-friendly agricultural products are still limited. This study aims at finding out the new development source of Korean agriculture and strategies for establishing regional agriculture. For these purposes, Sunchon-si cases of EFAP development are introduced and the functions and roles of bodies in charge of regional agriculture are looked over. In order to establish the EFRA, production, processing and consumption needs to be intimately linked all together. As preconditions for developing the EFRA, four points should be satisfied. Firstly, production organizations need to be built and stabilized for developing the EFRA and consumers' organizations and partnership are to be formed. Secondly, the government should support for building consumers' organization. Thirdly, social consensus for developing the EFRA needs to be formed. And finally with the appropriate local and central governmental support the partnership among producers, consumers, and government should be formed.

• 한국유기농업학회지
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• 제30권2호
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• pp.191-206
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• 2022

Rice has prevailed as a staple food in South Korea. Rice consumption has sharply shrunk nowadays. In the wake of COVID-19 Shock and the "untact" era, the instant rice market has significantly grown, and there is a possibility of solving the shrinking consumption of domestic rice. This study contributes to the development of rice consumption promotion strategies by examining the factors of purchasing instant rice based on the Hedonic Price Methodology. In particular, given the increase in online market, this study compares attribute values of product characteristics between online and offline markets. The empirical results show that calorie, brand, organic and functional products have positive effects on instant rice prices. The rate of carbohydrate, the PB and bundle attributes have negative effects on instant rice prices. The results also show that the magnitude of brand, bundle and PB attribute values are bigger in offline market while that of the number of multigrain attribute value is relatively bigger in online market. The organic attribute value is important regardless of marketing channels.

• 농업생명과학연구
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• 제43권5호
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• pp.73-82
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• 2009

한국의 농업분야에는 여러 가지 인증제도가 존재한다. 그 예로 유기농산물 인증, GAP인증, KPGI인증, TOP푸르트/TOP라이스 인증 등이 있다. 이러한 인증제도는 소비자에게 안전하고 고품질의 농산물을 보장하기 위해 시행되었다. 하지만 각 인증제도가 명확한 목적을 보유함에도 불구하고 이러한 인증제도들이 소비자에게 관련정보를 수반하는데 성공적이지 못하다는 평가를 받고 있다. 그 이유로는 현존하는 몇몇의 인증제도가 오히려 소비자들을 혼란스럽게 하고 있다는 것이다. 그리고 각각의 인증제도를 별도로 유지하고 홍보하는 것은 더 많은 비용을 발생시킨다. 이 연구에서는 여러 인증제도를 활용하여 이러한 문제를 해결하고자 하는데 그 목적을 두고 있다.

• 한국식생활문화학회지
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• 제37권4호
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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.

• 동아시아식생활학회지
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• 제24권4호
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• pp.488-502
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• 2014

Research on the actual state of healthy Korean food menu items made from environmentally-friendly organic foods showed that 65.6% of subjects had experience of purchasing environmentally-friendly organic foods, and both genders chose 'expensive but reliable' as their prime reason for purchasing. Having no experience of purchasing environmentally-friendly foods constituted 34.5% of respondents, and the reasons were 'high price' and 'finding no difference from ordinary food'. Research on awareness of healthy Korean food menu items made from environmentally-friendly organic ingredients showed that both men and women thought the given menu items were 'fresh' but had little awareness of other factors such as 'good value for price', 'good visual style' and 'various recipes'. Regarding development prospective of environmentally-friendly organic foods, the number of subjects who answered positively was 405 (93%), which indicates that most research subjects showed positive attitudes. Top-selling menu items in the grain section were Sundubu-jjigae, Dubu-kimchi and Jeonju-bibimbap, and pajeon took first place in the vegetable selection. Moreover, Imjasu-tang showed high scores in the meat section. Furthermore, research on menu selection showed that menu selection was usually dependent on 'the price of menu (3.86)', 'fresh ingredients (4.03)', 'harmony of color (3.65)' and 'mood of the day (3.25)'. Research on menu selection revealed that 'quality of food' factors had the greatest influence upon preference and purchase intention for environmentally-friendly organic foods. Visual and psychological factors and values had significant an effect. Therefore, the food service industry should use this study as a source to develop menu items, by considering quality and visual factors. In addition, there should be various research performed on marketing strategies about menus from using environmentally-friendly organic foods and high value products.

• 한국식품영양학회지
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• 제25권3호
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• pp.650-655
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• 2012

This purposes of this study were to explain consumer attitudes and purchasing behaviors towards agricultural products using a social network service and to determine the influencing factors such as experience, technology ability, innovation, self-efficacy, perception of usefulness, perception of trust, attitude, purpose of purchase and individual characteristics on them. We analyzed the survey data set, using the 'logit model', 'simultaneous equation model', and 'LISREL-Type model' In this study, the results obtained are summarized as follows. The result for the comprehensive statement of "Trust" was the biggest influence on the purchase agricultural products using the social network service. Therefore, in order to expand agricultural e-commerce using SNS, trust should be to the fore of marketing and publicity campaigns, in order to promote and stabilize the market.