• Title, Summary, Keyword: product preference gender

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Using Colours to alter Consumer Behaviour and Product Success

  • Page, Tom;Thorsteinsson, Gisli;Ha, Joong-Gyu
    • International Journal of Contents
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    • v.8 no.1
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    • pp.69-73
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    • 2012
  • This paper aims to present colour theories and show how they can be used to explain consumer's preferences of some products over others. It will, furthermore, attempt to link these theories to the design industry and look at how colour associations determine product success. Due to associative learning and personal preference, the colours of objects can cause consumers to either favour or dislike products over those with identical functions and efficiency. Age and gender affect the preferred colour choices of the individual, making some products more popular to particular groups of potential consumers. Designers can utilise colour theories to ensure that they use the most appropriate colour schemes to maximise and appeal to their targeted market successfully. A survey was conducted with 100 participants. It demonstrates the associative links between colours, emotions and product categories. It can be shown that the colour of an object can contribute to its success or failure in the market based on a number of different criteria. The design must use colour confidently to evoke certain emotions or connotations and must be carried out appropriately. The designer also has to consider whom it is that be viewing it and making the decision of preference.

A Survey on the Recognition and Preference of Commercial Cream Soup Focused on Yungnam Area (시판용 수프에 대한 소비자 인지도 및 기호도 조사 -영남지역을 중심으로-)

  • Oh, Young-Sub
    • Journal of the Korean Society of Food Culture
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    • v.21 no.5
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    • pp.456-462
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    • 2006
  • The object of this research is to assess both the preference and the recognition on commercial cream soup by gender and age group to design reliable proposals for better product. Of 461 questionnaires handed out to residents at Daegu, Busan and Gyeongju in youngnam area. The data were analysed by chi-square test, t-test and one way ANOVA. The results are summarized as following: (1) the response rate of 78.6 percent liked soup because of it's taste, (2) respondents in ages 20${\sim}$30's showed higher preference than respondents in ages 40${\sim}$50's (3) main ingredient is the most important consideration as purchase, (4) vegetable cream soup and mushroom cream soup are shown as highest ranking on the recognition of soup, (5) mushroom cream soup and corn cream soup are shown as highest ranking on the preference of soup.

Conjoint Measurement of Tourists' Preferences for Dolsan Leaf Mustard Kimchi(Brassica juncea) across Gender (남녀 관광객의 돌산 갓김치에 대한 선호도에 미치는 영향 요인의 컨조인트 평가)

  • Kang Jong-Heon;Jeong Hang-Jin
    • Journal of the East Asian Society of Dietary Life
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    • v.16 no.3
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    • pp.242-250
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    • 2006
  • The purpose of this study was to identify tourist product factor combinations which confer the highest utility to tourists and to establish the relative importance of factors in terms of their contribution to total utility across gender. Among 250 questionnaires, 230 questionnaires were utilized for the analysis. $X^2$ analysis, Conjoint model, Max. Utility model, BTL model, Logit model, K-means cluster analysis, and one-way anova analysis were used for this study. The findings from this study were as follows. First, the Pearson's R and Kendall's tau statistics showed that the model fitted the data well across gender. Second, it was found that total respondents and three clusters regarded taste price as the very important factor across gender. Third, it was found that the male and female tourists most preferred product with light red color, shaped package, and highly pungent taste sold at a cheap price in factory. Fourth, it was found that the male tourists most preferred simulation product with light red color, shaped package, and highly pungent taste sold at a cheap price in factory. The female tourists most preferred simulation product with light red color, shaped package, and mild taste sold at a cheap price in factory. Finally, the results of the study provide some insights into the types of effective product designs that can be successfully developed by marketers.

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Middle-aged Consumers' Preferences for Clothing Images (중년 남녀 소비자의 선호 의복이미지에 관한 연구)

  • Chung, Sung-Jee
    • Journal of the Korea Fashion and Costume Design Association
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    • v.16 no.1
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    • pp.1-13
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    • 2014
  • The purposes of the study were to explore differences in preference for clothing images according to wearing situations and clothing product involvement. A questionnaire was developed by the researcher and was collected by 101 men and 100 women aged between 40 and 59. Data were analyzed by factor analysis, repeated measure ANOVA, t-test adjusted by Bonferroni, paired sample t-test, and independent sample t-test. The results of the study showed that clothing images were classified into five factors including hard cold image, modern urban image, bold unique image, and heavy luxurious image. There were significant differences in preference among clothing images according to wearing situations and clothing product involvement. While modern urbane image was most preferred, hard cold image was least preferred in both formal and informal wearing situations, and for either high or low involvement clothing products. Also, there were significant differences in clothing image preference according to wearing situations and product involvement. In formal situations, stronger preference for modern urban image and heavy luxurious image showed than in informal situations, and bold unique image and heavy luxurious image were more preferred for high involvement clothing product than for low involvement clothing product. In addition, there were significant differences in preferences for clothing images between groups according to gender and age. In both formal and informal situations, men showed stronger preferences than women for hard cold image, but women for bold unique image. For either high or low involvement clothing products, men preferred hard cold image, modern urban image and heavy luxurious image more than women, but women preferred bold unique image more than men. Lastly, for high involvement clothing product, subjects aged fifties showed stronger preferences than forties for modern urban image and heavy luxurious image, but for low involvement clothing product, modern urban image was more preferred.

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Menu satisfaction survey for business and industry foodservice workers - Focused on food preferences by gender - (산업체 근로자들의 급식 메뉴에 대한 만족도 조사 - 성별에 따른 기호도 중심으로 -)

  • Baek, Ok-Hee;Kim, Mi-Young;Lee, Bog-Hieu
    • Journal of the Korean Society of Food Culture
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    • v.22 no.4
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    • pp.511-519
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    • 2007
  • The purpose of this study was to evaluate satisfaction degree on menu served and identify food preference of the meal served to 271 business and industry foodservice workers from 4 institutions by gender difference. The demographics indicated that male(54.6%) and female(45.4%) were about an half each, mean age was ranged from 20 to 39 years old. The workers were not contented with most of menu quality attributes served from past foodservice operation. Primary complaint was improper temperature of the meal. Most workers liked meat and fish(52.1%) the most. Sensory quality evaluation from all workers was 3.37 points out of 5 points. However, female workers rated higher on the most of menu(3.72 points) compared with that of male workers(3.35 points), indicating that satisfaction was higher in the female workers(p<0.05). Mean preference of all the menu according to food type also have shown higher in female(3.52 point) than in male(3.45 point). Best food preference according to food type considering cooking method of male was given to barley rice, boiled rice with assorted mixtures, marine product stew, and Kimchi stew. On the other hand, females cared for curried rice, hash rice, and spaghetti but males have shown low preferences to those foods females liked. Also, females liked more of fried, grilled and broiled food. However, both males and females showed indifferent taste about the food cooked with steamed and stewed. From the findings, the business and industry foodservice workers were not well satisfied with menu quality considerably and differed in food preferences by gender clearly. Therefore, the manager of foodservice institution require to consider composition of gender ratio in menu preparation along with sensory quality evaluation to lead the successful foodservice management.

The Product Color Effect on Product Color Preference, Product Image and Product Attitude (제품의 색채가 제품의 색채선호도, 이미지, 태도에 미치는 영향)

  • Jang, Nam-Seo;Kim, Sae-Bum
    • Archives of design research
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    • v.20 no.1
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    • pp.79-88
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    • 2007
  • A company's plan to reform its products' image cannot obtain expected results unless a color plan is included in the reformation plan. A color plan is essential since color conveys to customers much information on function, shape, and material quality of the product. In other words, color is the essential dimension or criteria that customers use when evaluating the quality of goods. Despite the importance of a color plan, companies in Korea are still behind in researching and receiving 'color information' compared to those in more advanced countries. Recognizing the importance of products color, many international companies constantly make their efforts to predict trendy colors and preferred styles of customers before they develop products. It is suggested that domestic companies invest more in color infrastructure to be more successful in making products which can catch the customers' eyes and emotion. Different life styles by age, income level, and gender would be only a few of many factors to be investigated to build color plans for a product. In this study, it is attempted to see the color tendency of young generation by gender, and also to analyze empirically the influence of product's color on its image and customers' behavior. The results are analyzed with frequency analysis, cross tabulation analysis, T-test, one-way ANOVA using SPSS Win 12. The results of this study show that color preference, product image and product attitude are influenced by product's color, and color is an important factor for forming additional emotional value together with the product's original functional value. Judging from the findings, it is recommended that a company undertake careful research before developing a product to find out how customers respond differently to products in different colors especially when the product belongs to the product category where color is considered to be a determinant factor in terms of choosing a brand.

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A Study on the Preference and Recognition for the Developmentof Soup Focused on Seoul Area (수프 제품 개발을 위한 기호도 및 인식에 관한 연구 - 서울 지역을 중심으로 -)

  • Choi, Soo-Keun;Shin, Min-Ja;Park, Ki-Hong
    • Culinary science and hospitality research
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    • v.13 no.3
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    • pp.252-262
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    • 2007
  • The object of this research is to assess the preference for commercial cream soup by gender and age group in order to develop reliable proposals for a better product. A total of 488 questionnaires were handed out to residents in the Seoul area. The data were analysed using chi-square test, t-test and one-way ANOVA. The results are summarized as follows: (1) 80.3% liked soup because of its flavor, taste, and ingredients, (2) respondents in their $20{\sim}30's$ exhibited higher preference than respondents in their $40{\sim}50's$, (3) the main ingredient is the most important consideration for purchase, (4) mush-room cream soup and broccoli cream soup earned the highest ranking in terms of soup brand recognition, (5) mushroom cream soup and broccoli cream soup earned the highest ranking in terms of soup preference.

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Influence of Self-Construal on Choice of Overseas Travel Product Type

  • KIM, Young-Doo
    • The Journal of Industrial Distribution & Business
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    • v.11 no.1
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    • pp.29-38
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    • 2020
  • Purpose: Understanding which product types of overseas travel (free independent travel vs. package travel) consumers will choose is one of the key issues of marketing and consumer behavior in travel agency management. Prior studies on overseas travel type preferences mainly focused on comparing regional differences (e.g., Asian vs. Westerner, or Korean vs. Australian, or Korean vs. Japanese, or American, French, Italian vs. Japanese) influencing the choice of overseas travel type. Another researchers focused on comparing cultural differences (e.g., individualism vs. collectivism, or individualistic culture vs. collectivistic culture), subcultural difference (e.g., acculturation; Koreans living in Republic of Korea vs. Koreans living in Australia), travel lifestyle, and socio-demographics (e.g., age, gender, income level, education level, marital status, occupation etc.). However, there are few studies that identify individual psychological differences (i.e., individual psychological differences within the same culture) influencing the choice of overseas travel type. Self-construal is a psychological factors that greatly influences choice behavior. The purpose of this study was to examine the role of self-construal as an antecedent variable influencing choice of overseas travel product type. Research design, data and methodology: To achieve the purpose of this study, the questionnaire survey method was used. Self-construal items composed of independent self-construal items and interdependent self-construal items. Product types of overseas travel were free independent travel (FIT) type versus package travel type. In this study, the correlation coefficient between independent self-construal and interdependent self-construal was nonsignificant. It meant that the relationship between independent self-construal and interdependent self-construal was orthogonal. Therefore it was analyzed that independent self-construal and interdependent self-construal separately. Reliability analysis, factor analysis, and logistic regression analysis (controlling gender and age) was used as the data analysis method. Results: According to the results of this study, the stronger independent self-construal, the more preference for the free independent travel type rather than package travel, and the stronger interdependent self-construal, the more preference for the package travel type rather than free independent travel. Conclusions: Self-construal is an antecedent variable influencing the choice of travel type. Travel agencies must consider the consumer's self-construal (independent self-construal vs. interdependent self-construal) before planning and designing overseas travel products.

The Comparison Study Against Preference Colors and Emotional Image of Car Colors According to an Age and Gender (나이, 성 별 선호색과 감성이미지에 의한 자동차 색에 대한 비교 연구)

  • Lee, Chang-Min;Shin, Kwang-Hyun
    • Journal of Korea Multimedia Society
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    • v.15 no.1
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    • pp.166-178
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    • 2012
  • Depending on the launch of the emotional generation, many researches developing the automobile preference color which reflects the preference color of the consumers are advanced. This study investigate preferred colors and emotional image of the car color reflecting the product design and consuming psychology. According to surveyed ages and gender, there are eight categories (women/20 's, 30 "s, 40 's, and 50 's and men/20 's, 30 "s, 40 's, and 50 's) based on the 30 persons. Preferred color is black, white, sky blue, purple, pink, and orange order. If black, white and gray are excluded, remained in the order of blue, yellow, and purple. There are big deferences on preference color when emotional preference color of cars is showed or not. Practically, the preference color is following in sensitivity. However the car image is recognized actually with conservativeness, they hesitates selection of the bright chromatic color car.

Effects of Brown Rice and Brown Rice Powder Mixing Ratio on the Preference Analysis of the Waffles and Rice Ball (현미와 현미분말 첨가량에 따른 현미와플 및 주먹밥의 소비자 기호도 조사)

  • Kim, Hong-Gyun;Kim, Ji-Na;Whang, Eun-Mi;Shin, Weon-Sun
    • Korean journal of food and cookery science
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    • v.30 no.2
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    • pp.146-152
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    • 2014
  • This study surveyed consumers' sensory liking ratings of 3 types of developed brown rice products (brown rice nut waffles, Kimchi and tuna rice ball, sweet red-bean paste rice ball) and analyzed the drivers for liking or disliking the brown rice products. Each brown rice product had a brown rice to brown rice powder ratio of either: 100:0; 80:20; or 50:50. Forty consumers evaluated the acceptance of brown rice products on a 9-point hedonic scale and gave comments regarding liking or disliking each product. The results of the preference investigation analysis showed subjectivity depending on the brown rice product and the respondents' genders and ages. For brown rice nut waffles was affected by gender, age, and brown rice powder mixing ratio (p < 0.05). The variables "liking the aroma"; "liking the delicate flavor"; "liking the chewiness"; "liking the moistness"; "liking the softness"; "liking the harmony"; "liking the aftertaste" and "overall acceptability" did not differ significantly with the Kimchi and tuna rice ball. For the sweet red-bean paste rice ball product, the rates of liking the chewiness, stickiness, moistness, and softness of the 0% brown rice powder mix were all higher (p < 0.05) than were the rates of liking those same qualities in the 50% brown rice powder mix. Among all brown rice products, there were high correlations between the overall acceptability, liking the saltiness, liking the aroma, and liking the harmony. A preference investigation analysis showed that the brown rice product fillings were key factors to the products' overall acceptability.