• Korean journal of food and cookery science
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• v.30 no.1
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• pp.41-50
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• 2014

The purpose of this research was to exam the recognition and use for traditional Korean liquors and to consider the problems of traditional liquor businesses and the plans for its popularization. This study was conducted with 411 adults of 20 years old and above, all of whom lived in the Daegu and Gyeongbuk Provinces. According to the survey, females were higher than males(49.6%) by 50.4%, and ages 20 was the highest. With regards to what kind of liquor they enjoyed, the consumers enjoyed soju the most, followed by beer and traditional Korean liquors. The favorite liquor of the men was soju, followed by beer and traditional Korean liquor, and the women mostly liked beer, followed by soju and wine. An important-performance analysis (IPA) was performed for 17 attributes of traditional Korean liquor and identified the targets for product management strategies, including 'Variety', 'Functionality', 'Extended Recognition' and 'Healing hangovers'. The recognition of traditional Korean liquor was high in the order of takju, Fruit wine, Chongju, Yakju, Distilled soju, and Distilled liquor. As a result, the developing solid concepts of marketing strategy are required and may be achieved by understanding the consumer preferences and demands of traditional Korean liquors.

• Journal of the Korea Society of Computer and Information
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• v.18 no.7
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• pp.125-137
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• 2013

Seoul city provided u-tourism services for inbound tourists' convenience. These services began in April, 2010 and were completed in advanced way by the end of 2011. Seoul city developed a brand fit to the new services simultaneously for communicating it. Recently, there are so many cities in the world that steadily try to give favorable impression and images to people. In the study, we analyze the process of brand building to present a guideline for city brand and tourism service brand building. The study includes a series of brand making process such as environment of brand, customer analysis, design of brand platform, brand hierarchy, visualization of various brand factors, strategies of operation and performances of brand awareness and draw a conclusion and suggest an advice. As for implication, the study shows the necessity of service brand launching plus Seoul official brand(Hi, Seoul), the service brand including ubiquitous concept, development of brand factors with complementarity and observation of systematical methodology.

• Culinary science and hospitality research
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• v.22 no.7
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• pp.203-221
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• 2016

This study aims to analyze the impact of servicescape on the perceived values and brand attitude of coffee customers. In order to archive our research objects, current study employed SPSS 22.0 statistal program. The summary is as follows. First, it was revealed that the servicescape of coffee shops has a positive influence on perceived value. Second, the servicescape of coffee shop has a positive influence on brand attitude. And perceived value of the customer has a positive impact on customer brand attitude. Based on the results, this research has concluded some theoretical suggestions as follows. First, in case of brand coffee shop, it was analyzed that the attractions of interior design color, floor and wall interior, and structure has influenced on the differentiated values of customers. Also, the accessability shows that the brand coffee shops with parking facilities along with the convenience provided by the off-site facilities make customers highly recognize the brand values. In addition, the results found that the factor of service condition becomes a determining factor. Thus, current study will contribute to consider the various elements of service scape when new business develop as well as redesign the previous stores.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.11 no.5
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• pp.1845-1855
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• 2010

The brand consulting for paving the way for overseas-based companies to develop local brands includes many processes such as the analysis of local markets and consumers, the analysis of in-and-out circumstances including the diagnosis of corporate competence and resource, the establishment of brand strategies, the development of brand concepts, and the development of design, which should be performed before the eventual launch of overseas markets. So, the success of overseas-based brand consulting just depends on coworking(i.e., consortium) by brand experts from international marketing, design to local-overseas brand rights which have been barely touched upon by the brand experts. This study aims to present brand consulting framework and to support the development of local-fit brands when the small and medium industries, esteemed relatively less compatible than conglomerates, expand their business in the non-English-speaking countries. This study also includes the results of a demand inquiry on the local fit brand targeted for SMEs. As a brand consulting framework which has been performed at work sites through the accumulated many year's trial and error, it could be a significantly meaningful guidance for the brand experts who perform local-fit brands consulting and the SMEs who look for overseas-based brand consulting.

• Management & Information Systems Review
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• v.33 no.1
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• pp.219-235
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• 2014

This study investigate the smart phone that is not included in the studies that test the effect of added functionalities to convergence products. There are several questions that PDA, MP3 players that are added a certain function can be good convergence product that consumers love and these are the products that has problem of decrease of sales volume because of the development of smart phone. It is a little bit strange to test these product for this study, so this study suggest a little different research tool compared to the past studies. The research implications are follows like theses. Brand awareness is important factor that decrease the uncertainties and risks specially when a innovative tech is added to smart phone. A situation that a innovative tech is added to smart phone is best to get the consumer's perceived innovativeness, value, and buying intention. And a situation that a innovative tech is added to smart phone in the context of low brand awareness is better than a situation that various normal teches are added to it.

• Journal of Digital Convergence
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• v.14 no.7
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• pp.339-345
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• 2016

While a game market has been growing consistently world widely, a market of arcade or video game has been detained. In this stagnation, the latest one in 2015, "Super Mario Maker" of Mario series that's been running in good for 30 years, the notable sale and growth of which are extraordinary. As for a study in customizing, a literature of game customizing and studies that are foregone were mostly handling contents about a game character. In the survey that's done in this thesis about knowledge and needs in customizinge game users have, it was shown they want to customize sides of a rule and a character. I analyzed what the main factors are in this game which uses a main concept of customizing and the reason for high profits and popularity. As a result of the analysis, four features, possibility to customize a game rule, share data among users, collaboration in marketing with NFC figure characters, offering updates with sustained and new customizing features were found out. I am certain a game customizing will be helping to meet users and be used for various industries without limit of existing character.

• The Journal of the Korea Contents Association
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• v.19 no.10
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• pp.59-68
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• 2019

To continue the growth of use of 5-star hotels by Koreans, who have recently shown the consumption trends pursuing the empirical value of a consumption process, and have turned into core customers of 5-star hotels in Seoul, it is necessary to study factors of experience value pursued by Koreans. As a result, fantasy is identified as a major leading factor in usage satisfaction among experiencial values. So it is important to reflect special concepts and atmospheres for emotional values, such as other world experience, new experience, and high-quality experience. And consumer return on investment was identified as a leading factor in positively affecting usage satisfaction. So it is important to develope a proper products that can enough benefits with reasonable prices. In the relationship between usage satisfaction and continuous usage intention, gender characteristics and occupational characteristics were found to play a moderating role. Male customers, and those with professional and self-employed occupations, were found to have higher continuous usage intention than females and other occupational customers. This is a result of the fact that customers with an economical power are likely to be continuous repeat customers of 5-star hotels, so the necessity of strengthening marketing activities such as research on the development of more differentiated and specialized products, service creation and atmosphere production for excellent consumers group.

• Food Science and Industry
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• v.52 no.1
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• pp.40-51
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• 2019

For better understanding the relationship between consumers' perception and sensory characteristics of products, diverse types of rapid sensory profiling technique have been suggested as alternatives to conventional descriptive analysis. Among these, check-all-that-apply (CATA) method has gained popularity for studying consumers' perception and intuitive responses to products due to their simplicity, speed, and ease of use. CATA method has been used to gather consumers' perception derived from sensory characteristics of products as well as consumers' emotion responses to products in recent years. Moreover, many researchers reported that CATA method can be used to provide valuable information for product optimization by applying a penalty analysis and collecting responses to ideal product. Thus, this article reviews recent research using CATA in the field of sensory and consumer science and introduces practical applications to achieve various business objectives in food industry.

• The Journal of the Convergence on Culture Technology
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• v.9 no.6
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• pp.539-544
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• 2023

In this study, several important aspects were studied in producing video advertisements based on the lifestyle and SNS status of Generation Z. Generation Z highly values participation and interaction due to the nature of SNS, so SNS advertisements should be produced in a way that induces active interaction with viewers and accepts feedback. Here's a summary of the main parts. It prefers various content formats of Generation Z that consume information. Advertisements should be produced in various formats such as text, images, and videos, and should have flexibility suitable for various platforms. Because each SNS platform has its own characteristics due to platform specialization, this study suggests that advertisements analyze the characteristics of the platform and use the appropriate content strategy for the optimized platform. As an emphasis on value proposition, we propose an advertising format setting to focus on what value the product or brand provides. It is important to clearly emphasize the advantages and intrinsic value of a product or service in video advertising, and in conclusion, we propose to focus on the case of increasing interest by adopting modern and trendy design of storytelling as an attractive and unique design method of aesthetic design and visual effects. Considering these factors comprehensively, the research value of this paper will be able to establish an effective SNS marketing strategy by producing video advertisements that match the lifestyle and SNS usage characteristics of Generation Z.

• Journal of the Society of Cosmetic Scientists of Korea
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• v.30 no.4 s.48
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• pp.571-582
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• 2004

Recently the well-being, which is regarded as the new cultural code, has brought a new change in the cosmetic industry. The application of the functional products is getting mere and lots of functional cosmetics are now diversifying from the skin-care into the make-up as well as the herbal products. So the future in the market of functional cosmetic products is prospected to be positive. Therefore, cosmetic companies need an approach bases on the concept of the well-being. So to speak, they need to understand the needs of customers accurately from the customers point of view. Also it is a crucial issue that how the unique characteristics of functional cosmetic products as well as the development of products base on the concept of well-being make in balance. In this study, we attempt to inspect the advanced domestic market of the functional products due to the well-being trend and try to propose an option of making an advance it through the customers survey (for example, their need and their satisfaction on the functional products, etc) on the functional cosmetic products. For this purpose, it has been surveyed on adult female customers aged 19 to 60 located in Seoul and Gyeonggi province. 379 questionnaires among 510 were used in the final analysis. Collected data was analyzed using the statistical package for the social science (SPSS) program that can give the information about the general characteristics of the subjects like the frequency and percentage. And we used Cronbach's u reliability test, $x^2\;(chi-square)$ frequency analysis, t-test, and one-wat ANOVA to investigate the customers need, their degree of the satisfaction on the functional products of their own, factors of their perception on the quality on them. We think that the results of our study can act not only as the fundamental data on the customers need, their usage pattern, and their degree of the satisfaction, but also as the important tips of planning the marketing strategies.