• The Journal of Fisheries Business Administration
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• v.17 no.1
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• pp.77-106
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• 1986

In the field of fisheries, there is at the apex Central Federation of Fishery Cooperatives, established under the Fishery Cooperatives Law(1962), It is a multipurpose organization with a membership of 105 cooperatives, 87 regional cooperatives, 15 business-type cooperatives and 3 manufactures' cooperatives. Accordingly, this thesis examines the marketing of fishery cooperatives in Korea, and in particular considers the marketing channel strategy of fisheries products. No company can perform by itself all the activities involved in the production and distribution of its products and services to its final markets. It must work with other firms to get the job done. Thus marketing channel firms of the fisheries products include primarily the fishery cooperatives, the licensed In the field of fisheries, there is at the apex Central Federation of Fishery Cooperatives, established under the Fishery Cooperatives Law (1962). It is a multipurpose organization with a membership of 105 cooperatives, 87 regional cooperatives, 15 business-type cooperatives and 3 manufactures' cooperatives. Accordingly, this thesis examines the marketing of fishery cooperatives in Korea, and in particular considers the marketing channel strategy of fisheries products. No company can perform by itself all the activities involved in the production and distribution of its products and services to its final markets. It must work with other firms to get the job done. Thus marketing channel firms of the fisheries products include primarily the fishery cooperatives, the licensed dealers and the merchant middlemen. The goal of marketing is in matching of segments of supply and demand. Every producer seeks to the link the marketing channel firms that will help it accomplish its objective best. This thesis tries to attempt to improve the present Korean Fishery Cooperatives marketing activities. The purpose of the operation of fishery cooperatives is to guarantee the profits of fisherman as well as the interests of general consumers by eliminating the inordinate profits of middlemen and by narrowing other market margins. Fishery cooperatives marketing activity functions forming a self-helf organization for economic protection of producers themselves, and acting as a market reformational institution through its transaction by group. The following are the characteristics of fishery cooperatives marketing. \circled1 Fishery cooperatives is organized with an economic factor and a personnel factor. \circled2 Fishery cooperatives is non-profit organization. \circled3 The members of fishery cooperatives is independent constitution of economy, but they are closely connected with the cooperative. \circled4 Fishery cooperatives is a mutual aid organization. The objective of an efficient marketing strategy may be well described by the common saying provides the right product at the right time, the right place, and the right price. But it is quite true that the Korean Fishermen's Cooperative can be said to owe its development to the successful implementation of the marketing system. The use of the marketing system has resulted in the following marketing strategy. 1. The direct marketing system. \circled1 The cooperation between the fishery cooperatives and the other cooperative through the collection and delivery center. \circled2 The selling between the fishery cooperatives and the large scale retailers through the process industry. 2. The vertical marketing system. \circled1The fishermen's cooperative to be nominated by wholesaler in the terminal market. \circled2 Contracted vertical marketing system. \circled3 Abolition of selling by double auction in the landing and the terminal market. 3. The physical distribution system. \circled1 The need for adoption of cold chain system to connect production directly to consumption. \circled2 The need for more expansion of landing markets and terminal market facilities. Solutions to the problems of the Korean fishery are made possible through effective functioning of cooperative marketing activities of fishery products. The marketing concept of fishermen's cooperative lies in the satisfaction of consumer needs. According to the marketing concept fishermen's cooperative should try to satisfy customer's needs through a coodinated set of activities that allows the organization to achieve its goal. Providing satisfaction to customers is the major trust of the marketing concept. To do this, a business must find out what will satisfy customers. With this information the cooperative sells to the greatest possible number of customers through the most efficient sales and marketing channels. Economic rationality of fishermen's cooperative marketing lies in reduction of marketing cost and elimination of intermediate institutions. Cooperative marketing and direct marketing are both indispensable marketing factors for a new cooperative organization among the manu ways. The cooperation between the fishermen's cooperative and the others cooperative, and vertical marketing system are the most necessary ones. Propulsion of cooperative marketing system could not be successful without the support of the marketing instituion's help. Consequently, successful cooperative marketing ought to lead to the necessity not only for the improvement of marketing organization, but for the application of a new marketing concept in the fishermen's cooperative.

• 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.

• KOREAN JOURNAL OF CROP SCIENCE
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• v.65 no.4
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• pp.485-495
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• 2020

Melon (Cucumis melo L.), one of the most important fruit crop species, is cultivated worldwide. In this study, a total of 206 melon accessions conserved at the National Agrobiodiversity Center (NAC) in RDA were characterized for nine morphological characteristics according to the NAC descriptor list. In addition, to confirm the genetic composition of each melon accession, genetic profiling was performed using 20 SSR markers. Among the 206 melon accessions, 159 (77.2%) were collected from Asia. The color of fruit flesh and skin were mostly 'white' (56.0%) and 'green' (49%), respectively. Days to female flowering (FD) and maturity (MD) of the accessions ranged from 58 to 72 and 17 to 63, respectively. The fruit length and width of the accessions ranged from 6.0 to 29.3 and 3.6 to 17.2 cm, respectively. The sugar content (SU) ranged from 2.5% to 13.2% with an average of 7.0%. In correlation analysis, SU showed positive and negative correlations with MD and FD, respectively. The accessions were classified into four clusters by cluster analysis. From the results of genetic profiling using 20 SSR markers, three accessions (K189118, K100486, and K190292) were expected to be inbred lines among 206 melon accessions. These results could expand the knowledge of the melon germplasm, providing valuable material for the development of new melon varieties to suit consumer tastes.

• Journal of the Korean Society of Food Culture
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• v.14 no.4
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• pp.289-304
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• 1999

The purpose of this study was to examine the consumers' acceptance of irradiated foods according to sociodemographic characteristics and the factors to distinguish subjects with differential levels of their willingness to buy them. Data were collected from the 365 women living in Youngnam area by the self-administered questionnaire. The results from this study were as follows. First, consumers were concerned regarding food safety issues in general and particularly preservatives. Second, many subjects had not heard of the irradiated foods and showed wait-and-see attitude in the willingness to accept them. Consumers' willingness to purchase them were higher than any other cases if radiation would not remain in foods. Third, the results from the discriminant analyses showed that the concern toward food safety, perceived innovativeness, willingness to pay more for organic foods, and knowledge of irradiation were the factors to distinguish groups with differential levels of willingness to purchase the irradiated foods. The results from the study imply that accurate and scientific information about food irradiation should be given to the consumers.

• Journal of Distribution Research
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• v.17 no.5
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• pp.129-146
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• 2012

Recently, Korea became the 7th country in the world which has got into the 20-50 clubs that means the population is 50 million and per capital income is $20,000. From the view point of the retail industry, it suggests that Korea should have its own self-sufficient market by itself. With abundant labor and increased disposable income, it made the consumer's needs change. Responding to the change, retail and F&B oriented retail malls are now starting to add culture, art and entertainment facilities in the configurations. Such complexity and variety of the shopping malls became trendy and many shopping complexes are scheduled to open in the near future across the country. Due to above reasons, it became the common trend to develop shopping complex all over the cities now. However, the history of the shopping mall in Korea is much shorter than developed countries such as America and Japan. Thereby, a lot of problems, trial and error have occurred in the process of developing and operating them. If development of shopping complex failed, it would return lots of damages to the stakeholder. Therefore, the corporations should develop the mall properly and government might support positively. In this study, we would like to propose on how all the mall should be developed and well managed and what are the ways for the vitalizing factors of the shopping complex after benchmarking other shopping mall cases. Through the case study, we realized that the most crucial factors for vitalizing shopping complex were interior design, merchandising and how well they operate the mall. In case of the failed shopping mall, developers sell each store to individual proprietors and never take care of them after they get the profit, which make it hard to have integrated marketing strategies. That causes the overall slump of the mall. Corporations developing the mall should operate it as well, so that it could be possible to make the mall consistently well managed and promoted. There is a certificate for the shopping mall expert in The States and Japan. However, we do not have this kind of certificate. In fact, if we judge the capability of a person who is involved in the shopping mall industry, we usually measure how many years they stick to the same industries and that is not equally the same as their competence. Therefore it is necessary to organize "Shopping Mall Associate" and introduce shopping mall license for the mall expert. Due to retail trends, we can easily see a lot of shopping facilities all over the cities but not every mall is able to be successful. We think it's essential that the government should certify the malls which are qualified for the design, merchandising and proficiency of the operation. For the qualified mall, the government could confer a benefit on the company such as reducing corporation taxes. In multi-complex shopping mall it is possible to make convenient for customers. However, if a mall failed to succeed, it would be disaster. To build a shopping complex, developers should invest huge money even take out loan so that many people would be connected to the project, which may affect their whole financial conditions. In addition, only qualified corporation should develop and operate shopping complex and the government must support and aid the developers in order to make a better shopping environment in which customers might be happy during their shopping experience.

• Korean Journal of Soil Science and Fertilizer
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• v.45 no.5
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• pp.822-828
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• 2012

Organic fruit production has increased due to consumer's interest and government's political support for environmentally-friendly agriculture. The aim of this study was to investigate the effects of cover plants on soil microbial community and establish the fruit cultivation method by organic farming techniques. Cover plants used as an organic nutrient source in an apple orchard were rye and barley, the Gramineae and red clover and hairy vetch, the Leguminosae. In the effects of cover plants on the soil chemical characteristics, the soil pH values were higher than that of conventional organic pear orchard. The content of P showed no significant difference between control and cover plant plots. Organic matter level was similar in control and Gramineae cover plant plots, while organic matter content in cover plants belong to Leguminosae was lower than that of control plot. K content was lower in the plots treated with rye and red clover than control plot, while K content in hairy vetch treated plot was higher than control plot. Ca content was lower in control plot than in cover plant treated plots. Concentrations of Mg in the plots treated with barley and hairy vetch was lower than control plot. In August rye and red clover covered soil showed higher bacterial community density than that of control soil and barley treated soil showed highest Actinomycetes community density among treatments. Barley and hairy vetch soils showed higher level of fungi community density than that of control soil in August. In pyrosequencing analysis barley treated soil showed highest distribution ratio of Actinomycetes among treatment. Our findings might be used as basic data for choosing cover plant with effective organic matter decomposition and nutrition supply capacity.

• Journal of the Korean Society of Food Science and Nutrition
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• v.46 no.1
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• pp.61-67
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• 2017

Chia seed (Salvia hispanica L.) originated from Central America is a highly nutritious food containing large amounts of linolenic acid, dietary fiber, and protein. This study investigated the quality properties and antioxidant activities of Sulgidduk prepared with chia seed powder as a functional material. Freeze-dried chia seed powder was replaced with 0, 1, 3, 5, and 7% of rice flour. The addition of chia seed powder did not affect water content, whereas the pH value of the chia seed group decreased as compared to the control. For color measurements, a and b values increased as the amount of chia seed powder increased, whereas L value decreased. Hardness and chewiness of Sulgidduk with chia seed powder were lower than those of the control, whereas springiness of the chia seed group was higher than that of the control. Cohesiveness was not significantly different in all samples. According to retrogradation analysis based on changes in hardness during storage, it was confirmed that addition of chia seed powder inhibited aging of Sulgidduk. Retrogradation of CSP5 was the slowest. Consumer acceptability analysis did not show significant differences in all samples. Total polyphenol and flavonoid contents tended to significantly increase as chia seed content increased. DPPH and ABTS radical scavenging activities of Sulgidduk were also elevated due to addition of chia seeds. From the results, addition of chia seed softened texture, inhibited aging, and enhanced antioxidant activities of Sulgidduk. It is concluded that addition of 5% chia seed powder, which showed high effectiveness for aging, is the most suitable for commercialization.

• Journal of Global Scholars of Marketing Science
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• v.19 no.2
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• pp.17-26
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• 2009

As the lifestyle of consumers changes and the need for various products increases, new products are being developed in the market. Each household owns various home appliances which are purchased through the choice of a decision maker. These appliances include not only large-sized products such as TV, refrigerator, and washing machine, but also small-sized products such as microwave oven and air cleaner. There exists latent correlation among possession of home appliances, even though they are purchased independently. The purpose of this research is to analyze the effect of demographic factors on the purchase and possession of each home appliances, and to derive some relationships among various appliances. To achieve this purpose, the present status on the possession of each home appliances are investigated through consumer survey data on the electric and energy product. And a multivariate probit(MVP) model is applied for the empirical analysis. From the estimation results, some appliances show a substitutive or complementary pattern as expected, while others which look apparently unrelated have correlation by co-incidence. This research has several advantages compared to previous literatures on home appliances. First, this research focuses on the various products which are purchased by each household, while previous researches such as Matsukawa and Ito(1998) and Yoon(2007) focus just on a particular product. Second, the methodology of this research can consider a choice process of each product and correlation among products simultaneously. Lastly, this research can analyze not only a substitutive or complementary relationship in the same category, but also the correlation among products in the different categories. As the data on the possession of home appliances in each household has a characteristic of multiple choice, not a single choice, a MVP model are used for the empirical analysis. A MVP model is derived from a random utility model, and has an advantage compared to a multinomial logit model in that correlation among error terms can be derive(Manchanda et al., 1999; Edwards and Allenby, 2003). It is assumed that the error term has a normal distribution with zero mean and variance-covariance matrix ${\Omega}$. Hence, the sign and value of correlation coefficients means the relationship between two alternatives(Manchanda et al., 1999). This research uses the data of 'TEMEP Household ICT/Energy Survey (THIES) 2008' which is conducted by Technology Management, Economics and Policy Program in Seoul National University. The empirical analysis of this research is accomplished in two steps. First, a MVP model with demographic variables is estimated to analyze the effect of the characteristics of household on the purchase of each home appliances. In this research, some variables such as education level, region, size of family, average income, type of house are considered. Second, a MVP model excluding demographic variables is estimated to analyze the correlation among each home appliances. According to the estimation results of variance-covariance matrix, each households tend to own some appliances such as washing machine-refrigerator-cleaner-microwave oven, and air conditioner-dish washer-washing machine and so on. On the other hand, several products such as analog braun tube TV-digital braun tube TV and desktop PC-portable PC show a substitutive pattern. Lastly, the correlation map of home appliances are derived using multi-dimensional scaling(MDS) method based on the result of variance-covariance matrix. This research can provide significant implications for the firm's marketing strategies such as bundling, pricing, display and so on. In addition, this research can provide significant information for the development of convergence products and related technologies. A convergence product can decrease its market uncertainty, if two products which consumers tend to purchase together are integrated into it. The results of this research are more meaningful because it is based on the possession status of each household through the survey data.

• Journal of the Korean Society of Food Science and Nutrition
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• v.41 no.2
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• pp.233-238
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• 2012

We prepared sponge cakes consisting of 1.5%, 3%, 4.5%, or 6% Omija powder. The specific gravity and viscosity of sponge cake batter were measured. Also, the moisture content, color, volume index, weight and texture of the sponge cake were determined. Consumer preference tests of the sponge cakes were also conducted. The viscosity of cake batter tended to decrease as the ratio of Omija powder increased. The specific gravity of the control batter was 0.41, and there was no significant difference between the control and the cakes baked with 1.5%, 3%, 4.5%, and 6% Omija powder. The moisture content and weight of the cakes were not significantly different between the control and those made with Omija powder. Hunter 'L,', 'a,' and 'b' values of the crust decreased significantly as the amount of Omija powder in the cake increased. Hunter 'L' and 'b' values of the crumbs were low in the cakes with Omija powder, while 'a' values were high. Hardness and fracturability did not show any differences between the cakes. Adhesiveness and resilience of the control were high. The control sample showed the highest sensory score in overall preference. However, cakes made with 1.5% Omija powder obtained the highest values in color, softness, and flavor scores. Omija powder flavor and astringency scores increased as the amount of Omija powder increased, and sweetness did not show any differences among cakes. Intensity scores of egg flavors significantly decreased as the amount of Omija powder increased. Sensory scores of off-flavor significantly increased as the amount of Omija powder increased. Based on the results, 1.5~3% should be recommended as the optimum level of Omija powder to be added for the preparation of sponge cake.

• Journal of Mushroom
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• v.13 no.3
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• pp.212-216
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• 2015

A new commercial strain "Mongdol" of oyster mushroom was developed by hyphal anastomosis. It was improved with hybridization between monokaryotic strain derived from Pleurotus ostreatus ASI 0627 and dikaryotic strain derived from P. ostreatus ASI 2929. The optimum temperature of mycelial growth and fruiting body development were $25{\sim}30^{\circ}C$ and $12{\sim}18^{\circ}C$, respectively. When two different media including PDA (potato dextrose agar medium) and MCM (mushroom complete medium) were compared, the mycelial growth of this mushroom was faster in MCM than in PDA. Similar result was observed with the control strain P. ostreatus ASI 2504. Analysis of the genetic characteristics of the new cultivar "Mongdol" showed a different DNA profile as that of the control strain ASI 2504, when RAPD (Random Amplified Polymorphic DNA) primer URP3 and URP6 were used. Fruiting body production per bottle was about 106 g using demonstration farms. The color of pileus was blackish gray and the stipe was long. Therefore, we expect that this new strain "Mongdol" will satisfy the consumer's demand for high quality mushrooms.