• Archives of design research
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• v.16 no.1
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• pp.169-180
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• 2003

Multinational brands have rapidly penetrated into the domestic dining business and their brands are increasingly recognized by Koreans. Considering fast-food as a kind of brand product, we attempt to investigate recognition of brands and association by images with the focus on visual identity. The economic value has been reevaluated with more attention on brand images and brand identity. The purpose of the current paper is to find out the meaning of brand association in the fast-food industry. Fast-food business has been rapidly increasing thanks to quick sonics, convenience, relatively low price, equalized quality of food and service. Most fast-food restaurants are run under franchised system. This helps enhance the recognition of brands among customers. We intend to see whether there is significant relationship between customers' preference of brands and brand images. We also aim to seek for their problems of identity in the merchandising process for brand colors. We hope to help develop Korean franchise industry by asking how association by visual Images such as colors and figures of such brands takes place.

• Journal of the Korean Society of Food Culture
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• v.6 no.1
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• pp.71-81
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• 1991

This study was surveyed the Preference for the Korean Traditional Food. 500 wives residing in Seoul, Kyngkee, Kangwon region, and 150 cookers of Korean Restaurants in Kyugin region were sampled randomly. The results were as follows; 1. The concept of the traditional food was 53.5% in more ${\ulcorner}$excellent than that of overseas${\lrcorner}$, 59.8% in ${\ulcorner}$excellent and delicious${\lrcorner}$, 78% in ${\ulcorner}$the need for the partial development of fastfood${\lrcorner}$. 2. The present viewpoint of traditional food was 78.7% in preference for korean food, 81.3% in preference for boiled rice and podrridge at breakfast, Soy-Sauce and Kimchi of home-making was highly marked in 65.9, 96.1% respectively. The kinds of traditional food descended to home were rice cake (dduk), shikke, kimchi, stuffed bun (mandu), fruit punch in the order named. Korean kookies and beverage were preferred, but they were very difficult in making at home. Therefore 50.8% of the answered bought them at market. The preferred korean kookies and beverage were shikke, yakgwa, sujunggwa, gangjung, fruit Punch in the order named. 3. When dined out, 65.6% of the people made much of ${\ulcorner}preference{\lrcorner}$. In the case of few side dishes, 34.1% answered using fast food. 4. ${\ulcorner}Preferrence{\lrcorner}$ for boild rice and podrridge was generally high, but ${\ulcorner}frequency{\lrcorner}$ was low. Both ${\ulcorner}preference{\lrcorner}$ and ${\ulcorner}frequency{\lrcorner}$ of sauce and stew were high. ${\ulcorner}Preference{\lrcorner}$ for traditional beverage was low on the whole. Therefore we must activate the unknown kinds of traditional beverage earnestly. 5. The need of education about the traditional food at home & school was very high. 6. The answers of the cookers in Korean Restaurants could be summarized as; 1) The Korean traditional food was relatively excellent (54.3%). 2) The taste of food ought to be shown food stuffs property (65.8%). 3) In order to cultivate the professionals, the systematic education should be enforced.

• Journal of the Korean Society of Food Culture
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• v.15 no.4
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• pp.287-293
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• 2000

This study was designed to assess food habits and fast food eating patterns of college students in Busan area. The subjects are 191 males and 149 females. The collected data were analyzed by SPSS package program. The summary of the results are follows : 1. The 83.3% of college students were used fast food in Busan area. Among them 77.6% are males and 90.3% are females and comparing their age, 88.1% of them were under 19 years old and 87.7% of students were living in their own house. 2. Utilized time to fast food chain, 44.7% are any time, 24.7% are evening time. There was statistical significance of difference by gender(p<0.01) and residence state(p<0.01) in fast food consumption pattern. 3. They expended 3,000 won most commonly and as their age and monthly expenditure increase, they spend more money for fast food. 4. 64.5% of the subjects selected menu depending on their food preferences, and 80.1% of females students selected favorable food at fast food restaurants. 5. The most popular fast food restaurant of college students was M, and tue gender (p<0.001), age (p<0.01) and residence status (p<0.001) affected significantly the preference of specific fast food restaurant.

• Journal of the Korean Society of Food Culture
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• v.9 no.4
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• pp.369-378
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• 1994

This study was surveyed by 319 male and 336 female college students in Seoul for food behavior and effect of Western food on food life. The results were summarized as follows; 1. The recognition of Korean folk food was higher in female than male students. 2. Eating type of college students appeared that they prefered to cooked rice at breakfast, lunch, and dinner because of a general food type of their family. 3. The favorite food items in college students showed fruits in female and meat in male. 4. Eating out type with family appeared mainly Korean food, because of their preference. 5. The 29% of college students visited fast food restaurants more than $1{\sim}2$ times per week. 6. In compared to Western food, the Korean food were favored by college students but cooking process of food were complicated. 7. The preference of Korean food against Western food was mostly higher in male than female. 8. The standard of food choice were taste and convenience of food. 9. Main factor of food habit change appeared convenience of buying easily. 10. The influence of the Western food in our food behavior were easy to buying but not fit our preference. 11. Opinion of students in order to keep Korean food were follows; Various food development, enlargement of consumption market, correct education about Korean food and change of people consciousness through consumer campaign.

• Korean Journal of Food Science and Technology
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• v.45 no.1
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• pp.126-132
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• 2013

The purpose of this study is to examine the difference of Chinese consumer preference between chicken burgers cooked by Sous-vide adding Korean-styled seasoning and chicken burgers from local fast food restaurants. For Chinese women in their 20s who reside in Beijing, China, the most important attribute for eating-out was taste (M=6.5), health (M=6.0) and pleasure (M=5.6) in order and 68.60% of them replied that they were interested in Korean cuisine. More than 90% answered they like Korean food for its good taste, shape and color. As for burger preference, BB was significantly higher in terms of the overall and appearance preference. However, there was no significant difference between AB and SB. As for flavor and texture, it showed no significant differences among BB, AB, and SB products. For SB, total balance, soft texture of patty and balance of flavor characteristics were the reasons for their preference of the burger.

• Journal of the Korean Society of Food Culture
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• v.19 no.1
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• pp.106-117
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• 2004

The factors of obesity related with food habits were assessed to provide information for nutrition education database. The subjects in this study were 234 primary school children in Busan. Children were classified into normal and obese groups(mildly obese, moderately obese and severely obese) by obesity index. In self-recognition of body image, only 28.6% of MI group considered themselves as 'overweight or obese'. 87.2% of the subjects controlled their weight method with exercise. With regard to meal speed, 64.5% of the subjects ate $fast({\leq}15\;min.)$. The study also found that 79.8% of the subjects ate breakfast, 56.4% of the subjects them were moderate by obese, 40.8% of the subjects ate snacks after dinner. Eating speed, meal volume and snacks money per day were significantly different in obesity. Preference for eating out was Korean Chinese, Western and Japanese food, in order. Favorite food for snack, such as ddukbokki, fruits, milk. fried foods and candy and caramel were significantly different in obesity(p<0.05). However hamberger, pizza and chocolate were not significantly different in obesity. The most preference snack for all the subjects were fruits and ice cream. In food preference, potato, dduk, meats, fishes, cheese, milk, ice cream were significantly different in obesity. The distasteful food for subjects were patbab, vegetables, shellfishes and salt-fermented foods. From above results, obesity of children was related to meal speed, meal volume and snacks motley per day. Therefore, these results suggest that continuous and practical nutrition education to change food habits art necessary to avoid child obesity.

• Journal of the Korean Society of Food Culture
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• v.19 no.1
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• pp.83-93
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• 2004

A total of 321 salaried employees were surveyed by a questionnaire to assess consumers perceptions on factors influencing their food choices when they go to a restaurant. The questionnaire consisted of 5 pages and each page contained a same 26 popular food list from various restaurants in JinJu in a column and 5 attributes (e.g. taste, price, fullness, healthiness) in a row. So the respondents were asked to rate a total 25 attributes on the points which the columns and the rows met, using a 5-point scale. The data were analyzed using the SAS program for factor analysis. Five factors which influence consumer's restaurant choice were emerged. They were named as follow: Factor 1:preference and purpose, Factor 2:taste, Factor 3:snack, Factor 4:convenience, Factor 5:concern about obesity. Most of respondents were satisfied with the taste and the healthiness of foods of restaurants in Jin-Ju. The younger and the female groups had more positive attitudes on eating out andi willing to use it frequently. Fullnes, healthiness, and price were important criteria in choice and preference of a restaurant. However, they didn't much consider the food safety. Taking account of the character of Korean food about fullness, healthiness, and resonable price, consumers might prefer Korean food to fast food or foreign food.

• Preventive Nutrition and Food Science
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• v.18 no.4
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• pp.280-286
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• 2013

Despite well established health benefits, today's children do not eat enough vegetables. The purpose of this study was to determine the association between the number of unfamiliar foods in the vegetable food group and the preference for these foods and dietary factors. Subjects were 1,072 children in 5th and 6th grades from elementary schools located in 4 cities in Gyeonggi-do, Korea. A two-page questionnaire consisted of questions asking about the subjects' preference and familiarity for 64 foods in the vegetable group, preferences for three fast foods, four types of vegetable dishes, and six tastes. Also included in the questionnaire were questions assessing subjects' adherence to national dietary guidelines. The subjects were divided into quintiles according to the number of unfamiliar vegetables; the 1st quintile (N=226) was children who had less than 14 unfamiliar vegetables and the 5th quintile (N=229) was more than 29. Compared to the children in the other quintiles, the children in the 5th quintile had a significantly lower adherence to national dietary guidelines regarding consumptions of vegetable and protein sources, regular exercise, awareness of desirable height and weight, and reading food labels, as well as total (P<0.05). The preferences for bland tastes (P<0.05), salads (saengchae, P<0.01), stir-fried vegetables (P<0.01), and several vegetable items (P<0.05) were significantly lower in the 5th quintile compared to the other quintiles. This study proposes the potential benefits of teaching children names of a variety of vegetables to improve their dietary factors such as food preferences and dietary habits.

• Journal of the Korean Society of Food Culture
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• v.16 no.2
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• pp.147-157
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• 2001

In order to investigate the eating out behavior of university students, this survey was conducted using the questionaires for 710 students(369 male, 341 female) from 11 universities in Seoul. It was revealed that 39.4% of the subjects spent $60,000{\sim}100,000$ won for monthly eating out cost and 57.8% of them ate out more than once a day. Most of them expended less than 3,500 won for lunch, while 36.5% of them spent $4,000 {\sim}5,000$ won for dinner. Dinner was regarded more important than lunch. Korean foods were the most preferred menu for eating out with friends and fast foods were the second. But Boonsik(snack bar foods), Chinese foods and Japanease foods were rarely selected. Frequency of selecting fast foods was 8 times greater than that of Boonsik. This indicates that the preference of western flavor and the pursuit of convenience is getting more obvious. While dating, western foods were preferred, followed by Korean foods, fast foods. The 80 kinds of foods were reported as favored eating out foods. Although 50 among 80 were Korean foods, the rest of them were Koreanized foreign foods most of those were western style. This may suggest that when the students become adults, they will be much fond of western dish for their dinning out. This tendency of preferring western flavor were much apparent in foods for dinner compared with lunch. In both sexes, the standard of food choice was in the order of taste, price, mood, hygiene, service and brand name. But male students were more conscious of price and service while female students were more concerned about taste and hygiene. Most unsatisfying feature in restaurant was unstable atmosphere for both sexes. Taste was the most important sensory factor in selecting the foods, followed by appearance, smell and texture. Major source of restaurant information was recommendation by friends or relatives. But the use of internet or magazine was negligible. Female students had more positive attitude, compared with male students, in using restaurant information and pursuing eating out for gourmet. The dining out menu of which price ranges about $3,000{\sim}5,000$ won could be preferable foods for most people. Therefore, instead of blaming them for eating too much fast foods, new menus which fit the food preference and affordability of the students should be developed.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.11 no.3
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• pp.169-176
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• 2016

Our Korean cuisine, due to growing interests in Korean culture along with outstanding performance of K-pop stars, is attracting worldly attention. As the worldly food pursuit tendency is changing from"fast food" to "slow food", preference for our Korean cuisine, which is well-known for its healthiness, is growing. However, our Korean cuisine, in terms of the world citizen's preference, as receiving evaluation for being lacking behind of Sushi of Japan, Dimsum of China, pizza and pasta of Italy, rice noodle of Vietnam, even to Indonesian and Middle-East foods, has not been achieving drastic advancements despite the cosmopolitan's attention. The previous studies were suggesting that, failure of a localization strategy that changes our traditional taste and aroma adaptive to foreigners' preference, is a cause for this. This study, through case studies of Korean food businesses in the US which have achieved a success through localization strategy, attempts to propose the following global entrepreneurial strategy of Koran food at the US dining out market. As a global entrepreneurial strategy for success, we propose, first a sales strategy not for Koreans but for local people as main customers, second a customization strategy which is not our traditional way but that meets local standard, and finally a committed entrepreneurship.