• International Journal of Contents
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• v.8 no.1
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• pp.69-73
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• 2012

This paper aims to present colour theories and show how they can be used to explain consumer's preferences of some products over others. It will, furthermore, attempt to link these theories to the design industry and look at how colour associations determine product success. Due to associative learning and personal preference, the colours of objects can cause consumers to either favour or dislike products over those with identical functions and efficiency. Age and gender affect the preferred colour choices of the individual, making some products more popular to particular groups of potential consumers. Designers can utilise colour theories to ensure that they use the most appropriate colour schemes to maximise and appeal to their targeted market successfully. A survey was conducted with 100 participants. It demonstrates the associative links between colours, emotions and product categories. It can be shown that the colour of an object can contribute to its success or failure in the market based on a number of different criteria. The design must use colour confidently to evoke certain emotions or connotations and must be carried out appropriately. The designer also has to consider whom it is that be viewing it and making the decision of preference.

• Journal of Fashion Business
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• v.4 no.2
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• pp.85-93
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• 2000

Today, China is drawing the attention of the entire world with rapid economic growth that commenced with the opening of its economy. The world recognizes the value of China as a massive market that will eventually lead the global economy in the future. This paper is devoted to basic research on Chinese apparel consumers and is intended to help apparel market developments in China. Its aim is to understand the distinct characteristics of China and to study general apparel designs and purchasing preferences necessary for the development of products that can meet the special needs of Chinese consumers. In addition it identified clothing behaviors to better understand the distinct characteristics of Chinese female college students preferences. The research showed that Chinese female college students preferred achromatic, dark blue, and red colors in decreasing order, and cotton and wool textiles. For style, they preferred designs that accentuated individuality. Also, comfort played an important role in purchasing. Behaviorally, they had strong interests in fashion but valued economic and pragmatic aspects when it came to purchasing, and were not much affected by the desire for identification. From research results, the paper concludes that there is a need for developing comfort-enhancing products for highly individual Chinese female college students, with designs uniquely preferred by them, and valueadded apparel products targeted for upper social levels.

• The Korean Journal of Applied Statistics
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• v.25 no.6
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• pp.987-997
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• 2012

The sales volume of men's cosmetics has drastically increased in Korea. In recent years, men's needs for cosmetics have been diversified and the consumer demand for functional cosmetics has greatly risen. In particular, male consumers have become more interested in essence product that is a light and concentrated treatment to correct skin problems. This research analyzes consumer preferences for essence-for-men through the use of choice-based conjoint analysis. This approach is adopted since the task of respondents to choose the most preferred option from several alternatives closely mimics actual marketplace purchasing behavior by consumers. New technique for the construction of choice sets is suggested based on the balanced incomplete block design, to accommodate a larger number of product profiles. The proposed design for choice sets is balanced and provides a tool to filter the contradictory choices. Conjoint analyses are performed to assess the relative importance of attributes and identify the most preferred profile of essence-for-men with respect to attributes such as emphasized function, price, type of content, and design of container. Some differences are indicated in the analysis results between age brackets as well as between groups classified by the amount of fashion item expenditures.

• Journal of the Korea Fashion and Costume Design Association
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• v.22 no.4
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• pp.127-142
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• 2020

This study compared the domestic and international commercial design patterns and domestic consumer preferences for wetsuit designs to develop a user-centered wetsuit design. An analysis of the domestic and international design elements for 1,802 wetsuits sold online over the past three years showed that the most frequent shapes, dominant colors, and patterns were the same, as consumers tended to buy full suits that were black or had geometric patterns. Dominant colors and assort/accent colors were different from the survey results. Men's wetsuits used fewer colors and patterns than women's suits. Domestic wetsuits used fewer patterns than those sold abroad; in addition, colors were applied differently. A consumer preference survey conducted on 213 male and female consumers in their 20s and their 50s in Korea indicated that 53.5% of respondents were the most affected by the shape when choosing a wetsuit design. The preferred color scheme was two colors, with a vivid tone used as an accent color. The factor analysis results on wetsuit design preference uncovered the six factors: individuality, display, function, acceptance, imitation, and comparison. An independent sample t-test also showed that men perceive individuality, imitations, and comparison factors higher than women.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.2
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• pp.199-218
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• 2022

Considering increasing demand for improved waist protectors for the elderly, in this study we sought to design a waist protector that reflects the body characteristics, preferences, and satisfactions of the elderly. A survey conducted to investigate elderly satisfaction with existing waist protectors, as well as their preferences in product function, design, and characteristics, found that consumers are not satisfied with current waist protector offerings and would prefer protectors that allow greater freedom to perform physical activities and that are more easily accessible. Based on the survey, we developed a guideline on function, design, and characteristics, resulting in four new waist protector designs: A and B for men, and C and D for women. Significant preference differences according to gender were reflected in the designs. For example, designs for female waist protectors focused much more on improving tightness, size, freedom of movement, and easy attachment or detachment than designs for male waist protectors did. Evaluation of satisfaction with new designs suggests that new designs meet the satisfaction criteria of elderly consumers, who express willingness to purchase and use them.

• Journal of the Korean Society of Food Culture
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• v.25 no.1
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• pp.9-16
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• 2010

To establish a globalization strategy for Korean food, it is important to ascertain foreign consumer's taste preferences and to evaluate their sensory perceptions of Korean food. In concert with previous studies, the most preferred food were Bulgogi and Galbi. However, respondents showed somewhat different preferences for other foods. Chinese and other Asian participants preferred Galbitang and Samgyetang, while Japanese participants preferred Pajeon, Galbitang and Japchae, and Western participants preferred Galbitang, Mandu and Bibimbap. The most preferred condiment was hot pepper paste (the representative condiment of Korea) and the least preferred one was ginger. Hot pepper paste was preferred most by Japanese participants, while Chinese participants tended not to prefer ginger and other Asian participants excepting those from China and Japan disliked vinegar most. Foreign consumers tended to consider Korean food as sweet, salty and very hot. Chinese participants considered Korean food to be 'plain' and 'light and washy' in taste, while Japanese participants considered Korean food to be 'greasy' and 'thick and sticky'. Chinese participants considered typical servings to be inadequate, while Japanese participants considered the servings as excessive.

• The Journal of Industrial Distribution & Business
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• v.10 no.5
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• pp.37-47
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• 2019

Purpose - It is well known that chemyon, referred to by Westerners as face, naturally penetrates the daily life of Asians and influences their cognition, emotion, and behavior. Studies related to chemyon have been conducted in marketing and consumer behavior fields (e.g., luxury products or brands, service failure and recovery, brand preferences, consumer decision making, wedding ceremony, gift giving). A bulk of studies demonstrate that chemyon influences consumption behavior in Asian consumers. Although chemyon significantly influences consumption behavior of Asian consumers, it is also a cultural phenomenon that is not completely explained within the Western viewpoint. Whereas a number of researchers have approached cross-cultural studies of Asian and Western consumers, a limited number of studies have examined it from the perspective of chemyom. The purpose of this study is to compare the phenomenon that chemyon (face) not only affects the consumption behavior of Asia and the West universally (pan-culturally), but also distinctively (culture-specifically). That is, the purpose of this study is to describe that chemyon (face) is not only a culture-specific phenomenon but also a universal phenomenon in the consumption behavior of Asian and Western consumers, even though the extent that chemyon (face) impacts consumption behavior is differentiated. This study aims to understand commonalities and differences between Asian and Western consumption behavior in terms of chemyon (face), and to suggest how to enhance marketing effectiveness in a global market based on understanding the consumption behavior of Asia and the West. Research design, data, and methodology - Using systematic literature review and meta-analysis, this study investigates consumption behavior of Asian and Western consumers from the perspective of chemyon (face). Systematic literature review was used to compare face (chemyon) consumption of Western consumers with that of Asian consumers. To verify systematic literature review, meta-analysis was also accomplished. Results - First, the influence of face (chemyon) on consumption behavior is observed in Western consumers as well as Asian consumers. Second, Asian consumers are more influenced by face (chemyon) than Western consumers. Conclusions - Overall, chemyon (face) can affect the consumption behavior of Asians as well as the consumption behavior of Westerners.

• Korean Journal of Food Science and Technology
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• v.43 no.1
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• pp.23-29
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• 2011

The objectives of this study were to investigate the effects of brand familiarity and brand recognition on the acceptance of 10 commercial Korean rice wines (yakju). For the consumer preference testing, 104 rice wine drinkers (males, 56; female, 48) from their 20's to 40's were recruited. Consumers first rated the preferences and purchasing intent of the samples without accompanying information about each sample. During a break, brand familiarities and demographics were surveyed. The consumers then rated the preferences and purchasing intent with information about each sample. An analysis of variance was constructed to evaluate the effect of gender, age, and samples on the liking and purchasing intent of the rice wine products. Significant differences were observed for the likings and purchasing intents among the 10 samples with and without brand information, respectively. A paired t-test was performed to evaluate the effect of brand recognition between with and without brand information. A significant effect of brand recognition was confirmed, particularly for the samples with higher levels of brand familiarity. Internal preference mapping was performed to understand the overall relationships between each consumer's liking of the 10 samples with and without brand information. Acceptance tended to shift toward more familiar products when the information was presented.

• The Research Journal of the Costume Culture
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• v.13 no.1
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• pp.34-46
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• 2005

The purpose of this study was to research buying behavior and home fashion preferences based on housing size. The target consumers were Korean women, aged 20~40s who reside in the Seoul & Kyunggido areas. We distributed questionnaires to 650 women. However, only 600 questionnaires were used for the statistical analysis. Data analyses were conducted with SPSS program on the frequency, Chi-square test, cluster analysis, t-test and ANOVA. The results of this study are as follows: 1. The considering factors for purchasing such as brand, trends coordinating existing furnishings with new products and functionality were significantly associated with housing size. The buyers who reside in bigger size homes. over 40 pyung place higher value on brand name, trends. or coordinating existing furnishing with new products than residents in smaller units. However, women who live in smaller units place higher value on functionality when purchasing home fashion products. Considering factors such as brand, trend, and materials were also significantly associated with segmented age group; 40~49 age group considered brand, trend, and materials more than 20~29 age group. The group who are highly interested in home fashion considered design/color, rand, coordination, and functionality than the group who are low interested in home fashion. 2. Residents in over 40 pyung homes buy home fashion products at department stores, while residents in less than 39 pyung homes buy them at discounted store. 3. Respondents preferred solid colors more than patterns. However, they favored character pattern for textile bedding products for their children. 4. there is also a statistical difference in preferences for types of window treatments between large ad small housing sizes. Residents living in over 40 pyung preferred tie-back/cottage curtain, while residents living in less than 29 pyung preferred Roman shade style.

• The Journal of the Korea Contents Association
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• v.19 no.6
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• pp.663-675
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• 2019

During the last decade, the dominant design of display has been LCD, and it has been led by Korean manufacturers. However, their leading positions has been recently threatened by Chinese manufacturers, Korean manufacturers are endeavoring to move toward next generation display technologies. They embarked on standards battle to win dominant design especially in the next generation display market for TVs by launching new technologies such as Quantum-dot display and OLED. While there are a number of factors of dominant design, it is expected that the technical attributes of the technology itself may be the most significant factor. For this reason, this research scrutinizes consumer preferences for technical attributes, and attempts to provide implications for standards battle in the display (for the TVs) sector. For this purpose, we employed a conjoint analysis for the preferences of potential consumers. The results show that potential consumers prefer displays with higher resolution, natural color, and durabillity.