• Culinary science and hospitality research
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• v.8 no.1
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• pp.125-147
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• 2002

This study is to show the importance of customer and to define the customer's meaning in food industry. According to previous research, a consumer is a very small part of customer. At present and in the future, a customer is not only a consumer but all of interior and exterior environments related to a company. However the scope of customer has been extended eventually. Therefore, it is important for a company to find out and secure the proper customer giving profit. This study considers a relative marketing as a way to impress a customer. It is a useful marketing technology to make profits and company's growth. And to achieve a relative marketing successfully, it is necessary to perceive a fundamental understanding and building an organization for workers. Therefore, this study propose that a company would accomplish followings to continue a quality growth. First, Understanding and confidence about workers. Second, Building the culture of a company's organization impressive to a customer Third, Continuing effort and interest ing about service. In conclusion, a company will accomplish a customer satisfaction successfully through developing a service organization and performing relative marketing.

• Journal of Families and Better Life
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• v.26 no.6
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• pp.193-207
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• 2008

This study analyzed the impact of the well-being trends and the attributes of the choice of the walnut-cookie on the consumer's purchasing intention. The results of this study would enhance newly revised product so that brand and product marketing strategy would be strengthened. This study also would contribute for the consumer related management through systematic and exploring research regarding consumers' expectation of products' values and trends. Specific results are as followings. Well-being oriented trends had various meanings such as "Commercial Well-being", "Eco-friendly Well-being", "Physical Well-being", and " Favors for leisure". Consumer's attributes of choice for the walnut-cookie were "Branding", "The Value of Traditional Food", "Environmental Position", and "The Function of Products". And the "Popularity", "Nutrition". and the "Service" were most preferred factors to be chosen. The multiple regression analysis was tried to test the impact of demographics, well-being trend, and the attributes of choice for walnut-cookie influence on the consumer's purchasing intention. The statistically significant factors were age, job, and leisure oriented consumer style of consumer's characteristics as well as corporation's brand strategy on a basis of marketing aspects. The younger groups, leisure pursing groups, and student groups showed the higher level of purchasing intention for the walnut-cookie compared to other groups.

• Journal of Digital Convergence
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• v.16 no.10
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• pp.427-436
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• 2018

Companies are now using SNS as an online marketing channel and increasingly using it for customer relationship management(CRM). Although companies are actively using social media for marketing, language study brands in South Korea are using social media marketing in widely different ways. Among various components of social media marketing activities, this study analyzed the effects of informativeness, content suitability, and recency of social media marketing on consumers from the perspectives of brand equity and purchase intent. In the results, components of social media marketing activities had significant effects on brand equity, in the order of recency, content suitability, and informativeness. Second, brand equity and consumer purchase intent had significant correlation. And having a child also influenced purchase intent. The results of this study can be used as basic data for research on social media marketing of language schools and propose a theoretical direction for future research in the field as there is little academic data related to the subject.

• Journal of Global Scholars of Marketing Science
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• v.9
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• pp.175-188
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• 2002

The objectives of this study are to develop and test a research model specifying the relationship between brand loyalty and sales of rice brands and to provide insight on establishing a marketing strategy for rice brands in South Korea. Results indicate that the information source a consumer relies upon is related to brand loyalty in the rice category. Second, consumers who are highly involved with the product category tend to be more brand loyal. Third, demographic of purchasing behavior are positively related to rice brand loyalty. Fourth, demographic characteristics can partially explain differences in rice brand loyalty. Finally, rice brand loyalty was positively related to consumer satisfaction.

• The Journal of Industrial Distribution & Business
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• v.11 no.8
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• pp.7-19
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• 2020

Purpose: Prior studies rarely investigated the effects of the Word of Mouse (WoM) information on consumers' motivation and willingness to purchase a product. Furthermore, few scholars have studied how word-of-mouth information works and they fail to find consistent results. Research design, data and methodology: This study uses a multivariate regression model to investigate the influence of WoM on consumer attitudes and consumer decision-making. It categorizes the quality of WoM into source level and acceptance level, to analyze its influence from a new perspective. A total of 400 surveys were completed, resulting in 336 usable questionnaires for analysis. It was collected in 14 cities from all regions in China. This study constructs a theoretical model of WoM influence on consumers' purchase willingness based on a systematic review of the related literature on WoM quality, perceived value, customer trust, and consumers' purchase willingness. Results: Empirical results reveal that the Internet WoM (consumer's source level and acceptance level) indirectly affects consumer behavior by influencing consumer attitudes. Conclusions: This study provides practical significance and value for merchants to develop better WoM marketing and to establish the reliability of WoM websites. Companies should consider online WoM from the perspective of consumers, thereby improving existing marketing strategies.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.2
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• pp.280-291
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• 2002

This study was to apply FLC(Fashion Life Cycle) concept with extended PLC(Product Life Cycle) theory of marketing for a basis. This article was particularly analyzed relations between demographic variables and fashion lifestyle toward consumer's behavior at decline stage of FLC empirical study was to target women's formal dress. Data were collected from the adult females residing in Youngnam district. Sampling were peformed pretest and main survey. Total 386pcs of answers were used for final analysis. The results of analysis were as follows. First, Hypothesis 1 & 4 were showed meaningful differences between fashion lifestyle patterns and consumer's behavior at decline stage of FLC according to demographic characteristics. Second, Hypothesis 2 also was adopted meaningful differences of consumer's hoarding behavior at decline stage of FLC in accordance with fashion lifestyle patterns. Third, Hypothesis 3 of fashion lifestyle patterns which has related consumer's recycling behavior at decline stage of FLC was rejected. In conclusion, This article discusses implication of fashion marketing strategies and summaries..

• The Journal of Asian Finance, Economics and Business
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• v.7 no.6
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• pp.197-207
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• 2020

This study aims to examine the influence of attitudes on customers' intention to participate in online fashion sharing. A framework was proposed to investigate the relationships between consumer motivation, consumer attitude, and purchase intention in the manner of adopting a fashion-sharing platform. Consumer motivations are divided into three categories: utilitarian, hedonic, and ecological. The moderating effects of product replacement cycle (PRC) on consumer attitude and purchase intention are also investigated. Data collection was developed using a web-based survey where 180 consumer respondents from South Korea participated. The results of our analysis indicate that consumers' hedonic and ecological motivations are positively related to favorable consumer attitudes, even when consumers' utilitarian motivation is denied. Consumer attitude is also positively related to purchase intention in the fashion-sharing platform. A moderating effect of PRC is recorded between consumer attitude and purchase intention based on high and low PRC, as well as the effect of ecological motivation and consumer attitude on high PRC. This study enhances knowledge of consumer motivational factors in a fashion-sharing platform and provides insights for service providers to help them improve their target marketing.

• Journal of Distribution Science
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• v.11 no.5
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• pp.25-31
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• 2013

Purpose - This study aims to determine the effects of marketing factors on the long-term purchasing behavior regarding industrial goods, using data from wholesalers and retailers. Research design, data, and methodology - We used multiple regression analysis and 3-step regressions to investigate causality. We used 177 questionnaires targeting wholesalers and retailers of industrial goods. Results - First, long-term purchasing behavior is positively related only with advertising and marketing factors. Second, the relationship between marketing factors and brand value show that the physical environment, word-of-mouth advertising, and publicity are positively related, except advertising and sales promotion, respectively. Third, brand value and long-term purchasing behavior are positively related. Finally, brand value is not a mediator between marketing factors and long-term purchasing behavior. Conclusion - This study suggests that industrial goods providers should use marketing strategies that are different from those used in the consumer market. Further, if they want to maintain long-term relationships, they should increase their brand value.

• Korean Journal of Organic Agriculture
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• v.8 no.1
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• pp.49-67
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• 1999

This paper focussed to find out the consumer appraisement and purchase consciousness on organically grown products since public pay more and more attention on organic food and market for organic products has been grown very rapidly. It is intended to deliver the necessary information at first time in Korea to the policy maker for environmentally sound agriculture, establishment for marketing strategy and consumer movement related with it. 66.2% of investigated consumer ever purchased the organic products, and they are inhabitant in apartment complex, belongs to high income group and eldly people, and used to buy frequently at 45.8%. For the reason why they choose the organic products ; 84.7% for health and safe, 48.6% for taste. But the reason why they not choose the organic products ; 56.7% for unconvenient to shop an organic food, 51.4% for expensiveness. On the purchasing the consumer mainly rely upon the certification label(67%), the marketing place(29.6%) and information and recommendation of shopkeeper(23.6%). Korean consumers intend to buy an organic products if variable products and crops are offered in the market and offered at reduced price. The group purchased intensively the organic goods appraise for an organic products positively, and group who do not express any careless intend never to purchase an organically grown products because of its high price. Consumer indicated the support policy and action program by government(69.2%), research & development on organic agriculture and its extension activity(48.8%) are necessary to stimulate an organic agriculture in Korea.

• The Research Journal of the Costume Culture
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• v.21 no.2
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• pp.272-286
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• 2013

Mass customization is a marketing strategy to meet consumer needs for variation and uniqueness of products. Although there are quite a few studies quantitatively investigated the options provided by mass customization process, scholarly work related to mass customization has provided mixed results on consumer perception of complexity and their responses. The purpose of the study is to derive the factors that influence consumer complexity perception in online apparel mass customization process and consumers' needs to enhance mass customization services. Data were collected by conducting focus group interviews of which 29 participations in 4 groups. The results of the study suggested that consumers perceived complexity through mass customization process due to too many choice options. However, the effect of number of options on respondents' complexity perception was different depending on consumer characteristics such as consumer expertise and fashion involvement, and the characteristics of consumer preference development. Shopping context such as shopping purpose is another moderating factor. This study also suggests that a variety of marketing strategies which can enhance mass customization services affect the relationship between the number of options and consumers' complexity perception. The findings of the study provide academic and managerial implications.