• Asia Marketing Journal
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• v.13 no.3
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• pp.265-274
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• 2011

The objective of this case study is to analyze how effectively KIA K5, which is a leading mid-size car brand, has positioned itself into the mid-size car market. Before KIA launched the K5, Sonata and SM5 were the leading brands in the mid-size car market. They had loyal customers who like their similar images. As many competitors keep launching new brands or new designs into the car industry, Sonata and SM5 were pressured to introduce new versions. But, the YF Sonata and the New SM5 failed to catch up with the new trends in the market. Whilst YF Sonata was perceived as too innovative, the New SM5 was treated as an old car by the target customers of the mid-size car. While the two leading brands struggled to attract customers, KIA K5 found a new market space by identifying and focusing on the lucrative replace and up-grade demand segment and filling the gap between the current product category values and the emerging mid-size car category values. The K5 found the right values that customers need and successfully articulated the values to the customers. This case study illustrates that a successful positioning strategy can be effectively employed to attract customers in the saturated car manufacturing industry. This case can be summarized as the successful positioning strategy of KIA K5 is comprised of four primary pillars: design innovation, market analysis, STP (segmentation, targeting, and positioning), and launch strategy. The KIA K5 case study provides valuable insights and implications for many other companies that are planning to find a proper positioning strategy for their own business.

• Journal of the Korean Society of Food Science and Nutrition
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• v.42 no.3
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• pp.478-486
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• 2013

The purpose of this study was to analyze consumer consumption and product concept demands of Korean rice-wine. An online survey, conducted from April 28, 2010 to May 6 2010, targeted 200 consumers in Seoul and the Gyeonggi-do area. More than half of the respondents (51.3%) drank rice-wine because of the taste. The common reasons for dissatisfaction with rice-wine were hangovers (35.7%) and taste (16.9%). From analyzing rice-wine preferences, the most preferred ingredient was rice (57.8%), while the most preferred aroma and taste was derived from the fruit (48.7% and 58.4%, respectively). The most common methods consumers observed for promoting rice-wine consumption were the "development and management of rice-wine brands" (59.7%), and "continuous promotion" (44.8%). The most important attributes of a rice-wine product included its taste (4.60), followed by its quality (4.41) using 5-point Likert scale. An importance-performance analysis (IPA) was performed for the 17 attributes of rice-wine and identified targets for product management strategies, including the "usage of domestic ingredients", "ease of purchase", clarity of "product information", and "external image". Therefore, developing solid concepts in marketing strategy are required and may be achieved by understanding the consumer preferences and demands of rice-wine.

• Korean Journal of Food Science and Technology
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• v.30 no.2
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• pp.385-390
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• 1998

The effect of agglomeration treatment was examined to prevent the parched cereal powder from clumping when it is blended with water. Parched cereal powder was composed of 66.9% carbohydrate, 7% water, 12.1% crude protein, 12.1% crude fat and 1.9% ash, respectively. Particle size of parched cereal powder was generally enlarged by agglomeration treatment. This phenomenon was confirmed by particle size analyzer and microscopic observation. The color of agglomerated sample was shown to be slightly darker than the untreated sample. The water absorption indices of agglomerated samples which were steamed for 2min and re-dried were significantly increased as compared with the untreated sample. The water solubility indices of agglomerated samples showed generally lower values than those of untreated samples. In views of quality and processing time, the optimum condition of agglomeration treatment for manufacturing well-dispersable parched cereal powder in water was 15min re-drying after 2min steaming. It is concluded that the agglomeration treatment improves the dispersibility of parched cereal powder and thus facilitates the intake of it after mixing with water.

• Archives of design research
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• v.18 no.2 s.60
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• pp.155-164
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• 2005

Home-service robots need to have sufficient spatial information about the surroundings for interacting with human intelligently and performing services efficiently. It is very important to investigate the efficient interaction style that supports map building task through human-robot collaboration. We first analyzed map building task with a cleaning robot and drew 4 design factors and tentative solutions, including map building procedure (task-preferred procedure/space- preferred procedure), LCD display installation (robot/robot+remote control), navigation method (push type/pull type), feedback modality(GUI/GUI+TTS). The design factors and tentative solutions were defined as independent variables and levels. This research investigated how those variables affect to the human task performance and behavior in map building tast. 8 kinds of experiment prototypes were built and usability test among 16 house wives was conducted for acquiring empirical data. As the experiment result, in terms of map building procedure, space-preferred procedure indicated better task performance than task-proffered procedure as we expected. For the LCD display installation factor, remote control with LCD display indicated higher task performance and subjective satisfaction. In robot navigation method, it was very difficult to find a significant difference between push type and pull type which contrary to our expectation. In fact, push type indicated higher subjective satisfaction. Also in feedback modality, we have acquired negative feedback an additional TTS operation guidance. It seems that robot's autonomy before achieving spatial information is rudiment condition which means users are just interacting with a mobile appliance. Thus they prefer remote-control-based interaction style in robot map building process as they used in traditional appliance control.

• Journal of Mushroom
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• v.15 no.1
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• pp.45-53
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• 2017

Profitability of farmers has decreased mainly owing to low price while the gross amount of mushroom production has increased continuously in South Korea. In this regard, analyzing patterns of mushroom consumption is believed to be meaningful. We used a panel data set consisting of 667 families, from 2010 to 2015. Based on the panel data, mushroom consumption patterns of people living in city areas were examined. Multiple descriptive analysis methods and frequency analysis approaches were adopted in this study in terms of time and space dimensions, demographic properties, and purchase behaviors. The findings of this studyshow that mushroom purchase is highly dependent on seasonal events, which implies that the product consumption timing is predictable. In addition, yearly purchase amount patterns reflect that superstores have become the major mushroomtrading venues. This directly supports the need to establish supply chain capabilities for mushroom farmers so that they gain more bargaining power against enterprise-type groceries. Finally, functional features of mushroom can be linked with marketing promotion because purchase patterns demonstrate potential needs for healthcare food in mushroom categories. Based on the analyzed patterns, this paper provides insightful implications for policy makers who want to promote mushroom consumption.

• Journal of Dairy Science and Biotechnology
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• v.30 no.1
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• pp.23-30
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• 2012

This study was carried out to investigate the quality characteristics of yoghurt with varying contents of Sanmeoru (Vitis amurensis Ruprecht) wine (SW). Yoghurts were fermented with 2 kinds of lactic acid bacteria (Streptococcus thermophilus and Lactobacillus bulgaricus; Yo-$MIX^{TM5}505$, Danisco, Denmark). The changes in quality characteristics were investigated during fermentation and storage, and anthocyanin composition was analyzed after fermentation. The pH decreased in all treatments, while titratable acidity and viscosity gradually increased during fermentation. The viscosity of the yoghurt with 5.0% cultured SW added was higher than in other groups. The viable counts of lactic acid bacteria gradually increased during fermentation. The sample of the 5.0% cultured SW-yoghurt was higher than that of the other groups. The pH slowly decreased during the storage period; this was lower in the control yoghurt than in the yoghurts containing SW, and the changes of titratable acidity in the samples containing 5.0% and 30.0% cultured SW were lower than that in the yoghurt containing 1.0% cultured SW and in the control. The change in viscosity and number of viable cells during storage was higher in the yoghurts containing SW than in the control group. The levels of anthocyanin increased with the SW content in the yoghurt. Sensory scores for taste of the yoghurt with 1.0% added SW was significantly higher than for the other groups. Yoghurt with added SW kept at $4^{\circ}C$ for 12 days retained its quality characteristics fairly well.

• Journal of the Korean Society of Food Science and Nutrition
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• v.46 no.10
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• pp.1243-1252
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• 2017

There are limited programs for low sodium intake based on the nutrition education model for housewives who cook family meals. The objective of this study was to evaluate the effects of model-based nutrition programs for low sodium intake among housewives residing in Seoul by incorporating social cognitive theory. A questionnaire survey before and after education was conducted on 140 housewives who participated in the 'Low Sodium Nutritional Education Program' delivered by a district public health center for 12 weeks from November 2015 to January 2016. The contents of the nutrition education program and program evaluation items were based on the action plans for 'Less Sodium Healthy Practice' suggested by the Ministry of Food and Drug Safety. The results show that program participants showed a lower preference for sodium, higher selection of low sodium dishes from restaurants or cafeteria if available, and increased awareness of the need of restaurants to serve low sodium dishes compared to before. In terms of behavioral changes, there were significant improvements in checking nutrition labeling and selection of foods with low sodium, use of low sodium food products, use of natural seasonings to reduce salt intake, and consumption of fast foods and processed foods. On the other hand, requesting less salty meals when ordering and introducing restaurants or cafeterias with healthy and low sodium menus turned out to be difficult to put into practice. In conclusion, the nutrition education program for sodium intake reduction for housewives was effective in increasing knowledge, environment recognition, and behaviors related to low sodium intake but not behaviors related to physical environmental factors. Therefore, further nutrition education programs and practices for sodium intake reduction should be comprehensively implemented with improvement of physical environments for low sodium intake.

• Journal of the Korean Society of Food Science and Nutrition
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• v.38 no.4
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• pp.451-461
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• 2009

The purpose of this study is to provide fundamental information for snack development contributing to physical growth of children with cerebral palsy. The study was conducted on the children with cerebral palsy of age 1 to 7 by investigating their food behavior, physical growth development, nutritional status, and snack intake. As a result of assessing physical growth by WLI (Weight-Length Index), the proportions of the children with cerebral palsy were the following: underweight 45.5%, normal 45.5%, overweight 6.0%, and obesity 3.0%. The mothers of the children with cerebral palsy mainly bought milk and dairy products for their children's snacks (43.5%) as well as fruits (33.3%). They wanted development of new snacks that helped growth development (50.5%), and preferred more development of the following snacks: Korean rice cakes (47.5%), biscuits (24.2%), bread (22.3%). The result of dietary intake showed that the percentage of RI in zinc and folic acid did not reach the RI in every age categories. The proportion of subjects with less than 75% of RI was 76.8% for the zinc and folic acid, and 52.4% for the calcium and iron. These results indicate that children with cerebral palsy had slower physical development and lesser nutrition intake than normal children. Hence, this study provided the basis to develop the snack for the malnutrition state children with cerebral palsy which helped their physical development. The shape of new snack considered was a rice cake which included zinc and folic acid that were insufficient in RI in children with cerebral palsy.

• Korean journal of food and cookery science
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• v.25 no.4
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• pp.395-405
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• 2009

In this study, a survey was conducted to determine consumer perceptions and satisfaction for onion hot-water extracts. Among the study subjects, females (53.3%) were in greater number than males, and individuals in their 40s (35.1%) made up the largest group. Cocerning the detailed efficacy of onion hot-water extracts, most respondents (84.5%) were aware of their efficacy and females recognized this more than males (p<0.001). Most consumers (67.3%) purchased onion hot-water extracts from 'health food stores prepared using a double boiler', and many consumers (47.4%) received information on the extracts from families and relatives. Of the respondents, 51.8% said they purchased 'quantities for $1{\sim}3$ months' at one time, and 33.1% stated that the price of onion hot-water extracts was expensive. They considered 'health' the most important aspect when purchasing, and preferred 'pouch packs' (60.3%) and considered 'easiness to open convenience to drink, and safety' (42.0%) the most important product features. Also, 62.8% of the respondents consumed onion hot-water extracts, and many drank them $1{\sim}3$ times a week, with '70 mL' as one dose, and drank them 'regardless of time'. The consumers were satisfied with the listing of health effects, but were not satisfied with the 'taste', 'smell', or 'color' of products. Concerning advertisements for the efficacy of onion hot-water extracts, 72.5% replied 'I trust them a little'. And concerning the expanding onion hot-water extract market, many respondents said it is difficult to choose an onion hot-water extract due to many similar products at the market. They also requested improvements of taste and flavor.

• Korean Journal of Food Science and Technology
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• v.54 no.3
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• pp.334-342
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• 2022

To meet the needs of Muslim consumers, sausages were prepared using Halal-certified chicken thighs and different amounts of biji powder (0, 20, 30, 40, and 50%), and then the properties of the sausages were compared. As the biji powder levels increased, both the moisture content and the pH of the sausages significantly decreased, whereas their fiber content increased. As the biji powder levels increased, the free radical scavenging effect (DPPH, ABTS) and water holding capacity also increased, and the textural properties also improved. When Muslim consumers evaluated the sensory attributes of the sausages prepared in this experiment and those currently on the market, the ones prepared in this experiment were preferred over the market products. Based on the above results, chicken sausage for Muslim consumers could be successfully produced, and their overall quality and antioxidant effects could be improved by the addition of biji powder (up to 30%).