• Journal of Global Scholars of Marketing Science
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• v.19 no.1
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• pp.47-58
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• 2009

The marketing environment has become competitive to an extent that requires firms to target their products at markets that span national boundaries. However, competitive clout cannot be achieved in global consumer markets unless firms thoroughly understand and adequately respond to the core values and needs of those consumers. Brand equity is one of the most important assets to a company. Especially in sportswear markets, brand equity is the crucial value added to a product by its brand name. Factors such as country of origin also influence customer's attitude towards brand equity. Therefore, this paper discusses the relationship between country of origin effect and brand equity, and how they influence consumers' loyalty for respective brands. This paper focused on the sports shoes market, because it is an increasing area of opportunity for world manufacturers. The objectives of this study were the following. (1) Test the effect of country of origin on brand equity. (2) Test how brand equity influences consumers' brand loyalty. (3) Find whether there are differences in the effects of country of origin and brand equity among the three countries. (4) Find whether there are differences in the effects of country of origin and brand equity among the different lifestyles. Based on the review of literature results, the hypotheses are concluded as the following: H1-a: Country image has positive influence on country of origin. H1-b: Product perception has positive influence on country of origin. H2-a: Perceived quality has positive effect on brand equity. H2-b: Perceived price has positive effect on brand equity. H3: Country of origin has positive effect on brand equity. H4: Brand equity has a positive impact on brand loyalty. Research model was constructed (see Fig. 1). After data analysis, the following results were concluded: sports shoes purchase behavior showed significant differences among Korean, Chinese, and American consumers for favorite brand, purchased brand, purchased place, information usage, and favorite sports games. The results of this study also extend the research of the relationship among country of origin, brand equity and brand loyalty to the sports shoes market. Brand equity was proven to have a significant relationship with brand loyalty for all countries. The factors which can influence brand equity are different for different countries. The third finding of this paper is that we identified different three lifestyles, adventurer, follower, and laggard, for Korean, Chinese and American consumers. Without the nationality boundary, seeing the emergence of a new group of consumers who have similar preferences and buy similar brands is more important. All of the consumers consider brand equity to keep their brand loyalty. Perceived price is the only factor which can influence brand equity for adventurers; brand is more important for them. The laggards were not influenced by any factor. All of the factors expect perceived price are important for the followers. Marketing managers should consider brand equity when introducing their brand into a new market. Also localization is the basic strategy that all the sports shoes companies should understand. But as a global brand, understanding the same characteristics for each country is more important to build global strategy.

• Journal of the Korean Society of Food Science and Nutrition
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• v.45 no.4
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• pp.593-601
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• 2016

This study was carried out to establish an effective marketing strategy based on Importance-Performance Analysis (IPA) of rice-convenience foods. IPA is one of the most efficient and simple methods to evaluate product quality. Data were collected from 652 people (320 males and 332 females) and analyzed by SPSS 19.0. Subjects consumed rice-convenience foods as a snack substitute (19.3%), breakfast (20.7%), lunch (37.4%), dinner (15.2%), and late-night meal (7.4%). The purpose for consumption of rice-convenience foods were as follows: light meal (34.8%), lack of time to prepare meal (42.2%), favorite restaurant is not nearby (2.3%), save money (3.4%), and outdoor activities (9.7%). All attributes about rice-convenience foods were categorized into intrinsic property and extrinsic property. As a result of factor analysis, health, sensibility, and diversity factors were extracted from intrinsic property. In addition, dependence and appearance factors were drawn from extrinsic property. In analyzing the differences between importance and performance, there were significant differences; 16 items in the intrinsic property (P<0.01), and 10 items in the extrinsic property (P<0.001). The IPA matrix is composed of four quadrants, and each represents different strategies; the first, 'keep up the good work', the second, 'possible overkill', the third, 'low priority for management', and the fourth, 'concentrate management'. As a result, factors of rice-convenience foods positioned in the fourth quadrant were 'safety (from food additives, etc.)' and 'price' in the intrinsic property and 'nutrition label' and 'safety of packaging material' in the extrinsic property. They need to be improved immediately. In this study, rice-convenience food factors for continuous maintenance and concentrative improvement were compared by IPA. Based upon the results of this study, it is necessary to develop methods to make efficient use of limited resources and practical marketing strategies.

• Journal of the Korean Society of Food Science and Nutrition
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• v.36 no.11
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• pp.1409-1416
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• 2007

Seven selected commercial pure or refined olive oils were obtained from the market, and their physicochemical properties and volatile characterizations were investigated. Fatty acid profiles of the analyzed olive oils showed oleic $(61.2{\sim}74.7mole%)$, palmitic $(10.2{\sim}16.8mole%)$, linoleic $(9.4{\sim}18.0mole%)$, stearic $(1.9{\sim}3.0mole%)$, palmitoleic $(0.7{\sim}2.4mole%)$ and linolenic acid $(0.5{\sim}0.9mole%)$. According to Hunter#s color measurement, pure or refined olive oils showed $L^*$ value of $92.2{\sim}99.0$, $a^*$ value of $-22.2{\sim}-3.2$, and $b^*$ value of $18.5{\sim}55.0$. Their total phenol contents ranged from 1.9 to $13.3mg/100g$ while ${\alpha}-tocopherol$ content showed $7.91{\sim}13.88mg/100g$. Oxidation stability of the pure or refined olive oils were observed by Rancimat. The induction period ranged from 17.37 to 34.72 hr while their POV were $6.83{\sim}20.31meq/kg$ oil. Electronic nose and gas chromatograph-mass spectrometry with head-space solid phase microextraction were applied to identify and discriminate the volatile compounds and flavors in pure or refined olive oils, respectively.

• Journal of the Korean Society of Food Science and Nutrition
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• v.43 no.11
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• pp.1766-1773
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• 2014

The purpose of this research was to scrutinize dieticians' perspective of seafood ingredients prices in school food-service. Suppliers' contract status, seafood ingredient usage and satisfaction, expectations regarding prices of seafood ingredients, and willingness to pay when HACCP is taken into account were studied. Through random sampling, the survey was conducted on 231 dieticians in 11 different educational districts and 12 elementary, six middle, and three high schools. Ultimately, 142 survey responses were taken into account. Data analysis was performed using SPSS v15.0 by descriptive analysis, ${\chi}^2$-test, and t-test. For contracts regarding seafood ingredients, competitive contracts composed 79.7%. Exactly 42.1% responded that contracts were breached, and 60.1% testified that product returns were due to excessive glazing of ingredients. The satisfaction rate of 'hygiene & sanitation of product' was the highest, whereas 'price of product' was the lowest. For 'recontracting intention', 'informal purchasing' showed higher rates compared to 'competitive bidding'. Reflecting upon the six main price factors, 'designation and maintenance of HACCP', 'price of raw seafood ingredients', 'processing costs', 'margin', 'logistic costs', and 'cost of standardizing seafood ingredients', dieticians' perceived 'impact on the anticipated price' on total cost was lower than present counterparts. This implicates that 'impact on the present price' of the six price factors is too excessive, suggesting that many dieticians are unsatisfied with the current prices of seafood ingredients. Furthermore, 52.8% of dieticians stated that the maximum additional payment of HACCP seafood ingredients should be less than 5%. Consequently, this research serves as basic information for reasonable pricing of seafood ingredients and contributes to increased seafood usage by school food-services.

• Korean Journal of Environmental Biology
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• v.24 no.3
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• pp.248-257
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• 2006

Total naturalized plant species in the streams of Jeonju were listed as 109 taxa; 24 families, 75 genera, 106 species, 3 varieties. Dividing by stream, Jeonju stream has 75 taxa; 20 families, 55 genera, 73 species, 2 varieties. Samcheon stream has 86 taxa; 19 families, 64 genera, 84 species, 2 varieties. Soyang stream has 80 taxa; 21 families, 60 genera, 77 species, 3 varieties. Urbanization Index (UI) of total streams (109 taxa) was 40.2%. UI was 27.7% in Jeonju stream (75 taxa), 31.7% in Samcheon stream (86 taxa), 29.5% in Soyang stream (80 taxa). Dividing by degree of naturalization classification, 25 taxa (9.2%) were found in class 5, 17 taxa (6.2%) in class 4, 32 taxa (11.8%) in class 3, 27 taxa (9.9%) in class 2 and 8 taxa (2.9%) in class 1. Dividing by introduction period, 48 taxa (44%) aye in period I, 19 taxa (17%) in period II, 42 taxa (39%) in period III. Dividing by growth type, 48 taxa (44%) are annuals, 25 taxa (23%) are biennials, 33 taxa (30%) are perennials. Dividing by the place of origin, 39 taxa (35%) are from Euyope, 33 taxa (30%) from North America, 11 taxa (10%) from Tropic America, 9 taxa (8%) from Europe Asia,5 taxa (5%) from South America, 5 taxa (5%) from China.

• KOREAN JOURNAL OF CROP SCIENCE
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• v.59 no.2
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• pp.151-161
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• 2014

Sesame lignan, including sesamin and sesamolin has been reported to have various content according to accessions and environmental factors. The objective of this study were to analyze the lignan variation of 143 sesame accessions from core collection in Korea and to test the effects of growing years and locations on lignan and lipid content of Korea sesame elite lines. The results showed that the core sesame germplasm in Korea has broad variation of lignan content from 2.33 to 12.17 mg/g with an average 8.18 mg/g. Among tested sesame accessions, the IT184615 had the highest lignan content of as 12.17 mg/g. So this accession will be a good genetic resource for developing a high lignan sesame variety. The sesamin and sesamolin content for sesame accessions across origin had significant difference. The average lignan content of accessions collected from Russia (10.0 mg/g) and Nepal (9.08 mg/g) were relatively higher than other countries. The sesamin and sesamolin content for sesame accessions across seed coat color had significant difference. The average lignan content of sesame with white, brown and black seed coat color was 8.61, 7.51, and 5.49 mg/g, respectively. The variation of lignan and lipid content was significantly different across elite lines, locations and growing years. Therefore, it is important to find sesame accessions having high lignan content with environmental stability.

• Korean Journal of Food Science and Technology
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• v.42 no.3
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• pp.287-291
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• 2010

In this study, a simple and rapid pre-treatment method based on liquid extraction was applied for the simultaneous determination of three macrolides (spiramycin, tylosin, and tilmicosin) residues. In these studies, the stock farm products was used as a matrix sample. When the liquid extraction method was compared with the solid phase extraction (SPE) method, the former showed higher recovery percentages and simpler steps than the latter. The macrolids were separated using a reverse-phase C18 ($250\;mm{\times}4.6\;mm$, $5\;{\mu}m$) column and a gradient elution with mobile phases consisting of phosphate buffer (pH 2.5) and acetonitrile. Tylosin and tilmicosin were detected at 288 nm and spiramycin was detected at 232 nm. The average recovery percentage ranged between 83.0-90.2% for samples spiked with the three macrolids at 50 and 100 ng/g The validation results showed that the limit of detection (7 (spiramycin), 12 (tilmiconsin), 12 (tylosin) ng/g)) was under the regulatory tolerances and the linearity from calibration curves was satisfactory for determining the multi-residue of three macrolids in farm products. Monitoring samples were collected at the main cities in Korea as Seoul, Busan, Deajeon, Incheon, Deagu, and Gwangju. Microlide antibiotics were not detected in most samples.

• Research in Plant Disease
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• v.16 no.3
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• pp.238-246
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• 2010

In 2006 fall, a preliminary survey of viruses in two important medicinal plants, Cynanchum wilfordii and C. auriculatum, was conducted on the experimental fields at the Agricultural Research and Extension Services of Chungbuk province in Korea. On each experimental fields, percentage of virus infection was ranged from 20 to 80%, and especially an average of disease incidence propagated by roots was twice higher than that by seeds. The various symptoms were observed in Cynanchum spp. plants, such as mosaic, mottle, necrosis, yellowing, chlorotic spot and malformation etc. In electron microscopic examination of crude sap extracts, filamentous rod particles with 390-730 nm were observed in most samples. The virus particles were purified from the leaves of C. wilfordii with typical mosaic symptom, and the viral RNA was extracted from this sample containing 430-845 nm long filamentous rod. To identify the viruses, reverse transcription followed by PCR with random primers was carried out. The putative sequences of P3 and coat protein of potyvirus were obtained. From a BLAST of the two sequences, they showed 26-38% and 62-72% identities to potyviruses, respectively. In SDS-PAGE analysis, the subunit of coat protein was approximately 30.3 kDa, close to the coat protein of potyvirus. In bioassay with 21 species in 7 families, Chenopodium quinoa showed local lesion on inoculated leave and chlorotic spot on upper leave, but the others were not infected. RT-PCR detection using specific primer of C. wilfordii and C. auriculatum samples, all of 24 samples with virus symptom was positive, and five out of seven samples without virus symptom were also positive. On the basis of these data, the virus could be considered as a new member of potyvirus. We suggested that the name of the virus was Keunjorong mosaic virus (KjMV) after the common Korean name of C. wilfordii.

• Journal of Nutrition and Health
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• v.48 no.1
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• pp.105-112
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• 2015

Purpose: This study analyzed the eco-foodservice perception and satisfaction of 344 elementary school parents in Jeju surveyed from February 1~12, 2010, with the aim of providing basic data for quality improvement of eco-foodservice in Jeju. Methods: The data were analyzed by descriptive analysis, ${\chi}^2$-test, t-test, ANOVA, and Pearson's correlation coefficients, using the SPSS Win program (version 12.0). Results: Regarding awareness of eco-friendly food materials of subjects, average score was 3.52 points (out of 5 scales) and 'difference between eco-friendly and general agricultural products (3.76)' showed the highest score whereas 'assurance standard and label of eco-friendly agricultural products (3.31)' showed the lowest score. In terms of the recognition of eco-foodservice implementation, 75.0% of parents were aware of it. Regarding the eco-foodservice satisfaction of the subjects, average score was 3.88 points (out of 5 scales) and food safety (3.98 points) showed the highest score whereas food taste (3.70 points) showed the lowest score. The eco-foodservice perception of subjects showed positive correlation with their eco-foodservice satisfaction. Conclusion: It is necessary for the government and the local government to provide continuing education for school parents in order to enhance their perception of eco-friendly food materials. In addition, systematic and appropriate government support is needed in order to ensure internal stability of eco-foodservice.

• Journal of Nutrition and Health
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• v.45 no.6
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• pp.541-551
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• 2012

In our previous work, we reported consumers' perceptions of body shape and weight control. In an ongoing effort, we analyzed the purchasing behavior, intake patterns, future purchasing decisions, and degree of satisfaction in individuals consuming dietary formula for weight control (DF) or heath/functional foods (HFFs) by using the same survey questions. Portfolio analysis for marketing strategy was also investigated. Subjects were divided into two groups according to consumption of DF or HFF during the previous year : DF group (n = 89) and HFF group (n = 110). Average intake frequency was $1.7{\pm}0.7$ per day for HFFs and $1.5{\pm}0.9$ per day for the DF, and the most prevalent form was pill (58.2%) for HFFs and bar (42.7%) for DF. Duration of intake was $3.1{\pm}2.3$ months for HFFs versus $3.9{\pm}3.5$ months for DF. The average degree of satisfaction was $3.6{\pm}0.6$ on a 5-point scale, meaning 'relatively satisfied'. For the weight control method to be used in the future, 44.5% of the HFF group selected 'HFFs' while 47.2% of the DF group selected 'DF', showing a tendency to use the current product type in the future. The average planned period for the intake was $3.8{\pm}3.7$ months for HFFs and $3.0{\pm}2.4$ months for DF (p < 0.05). The HFF group emphasized efficacy, functional ingredients of the products, reliable products, and higher satisfaction, whereas the DF group emphasized the added materials in addition to weight control effects.