• Journal of the Korea Fashion and Costume Design Association
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• v.14 no.4
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• pp.205-214
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• 2012

This study investigated whether there were statistical differences in the three categories of cosmetics brand preference- brand preference, gift brand preference, and preference for purchasing expensive cosmetics by the consumers' residence. For the data analysis, the types of cosmetics include basic and color, the cosmetics brands include domestic and imported cosmetics. The consumers' residence include metropolitan and non-metropolitan areas. The study collected the data from 477 surveys from adult women ranging from the age groups of 20s to 50s and above in 2011. Using SPSS Version 18.0 the data was analyzed by Frequency analysis, t-test. The study results were as follow: There were significant differences in the three patterns of cosmetics brand preference depending on the consumers' residence. The three patterns of preferences were in the similar trends. The results revealed while the non-metropolitan residents showed a higher level for the domestic brands, a lower level in the three categories of preferences for imported brands compared to their metropolitan counterparts in both types of basic and color. In contrast, compared to the non-metropolitan counterparts, the metropolitan residents showed a lower level of preferences in all of the three categories of cosmetics brand preference for domestic in both types of basic and color.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.6
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• pp.616-630
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• 2012

This study examines the impact of consumer knowledge and familiarity with private label brands (PLBs) on perceptions and preferences toward PLBs and patronage intentions; in addition, it examines the incremental effects of a department store image over consumer knowledge and familiarity with perceptions, preferences, and patronage intentions. This study focused on midscale department store PLBs of apparel products and middle age consumers between the ages of 30 and 50 who are the main consumer group of private label brands of apparel products. A structured questionnaire was developed and data were collected from a convenience sample of 257 female consumers between the ages of 35 and 54, living in the Southeastern United States. A factor analysis identified the dimensions of department store image constructs; in addition, a hierarchical regression and multiple regression analyses examined the hypotheses. Consumer knowledge and familiarity with PLBs at department stores is recognized as a major determinant to shape consumer perceptions of and preferences for the PLBs as well as patronage intentions. The present study reveals the significant incremental effect of a store image on consumer preferences, perceptions, and patronage intentions beyond that explained by consumer knowledge and familiarity about PLBs. The study reveals that, among four store image constructs, the store atmosphere and store service factors had significant positive effects on consumer perceptions of PLBs. Store service and atmospheric aspects also affect consumer patronage intentions toward PLBs. The price factor shows a significant and positive influence on the preference consumers have for PLBs, but not on perceptions and patronage intentions. This study has practical implications for department store executives and managers on how to allocate resources in order to increase positive consumer perceptions toward PLBs, preferences over other brands, and patronage intentions of PLBs at a store as well as how to create effective store environments to promote PLBs.

• Korean Journal of Organic Agriculture
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• v.29 no.4
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• pp.523-538
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• 2021

The purpose of this paper is to analyze the difference of the value in main production areas affected through the hedonic price model and the conjoint analysis. In addition, the partial value of each attribute level, and the consumers' willingness to pay(WTP) for change in each attribute level are analyzed. For this, we compared the value of apple determined in Garak market with the value that consumers' WTP. The result showed that there is a gap between the market value and the consumers' preferences on apple. It means that it is necessary for the local branding to be more developed to receive higher sales. Furthermore, understanding the consumers' preferences on the apple attributes can enhance the consumer utility and the competitivity. As a result, this study provides an apple marketing direction for main production areas that has been changing due to climate change.

• Journal of the Korean Society of Food Culture
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• v.34 no.5
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• pp.543-552
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• 2019

Indonesia has the largest economy in Southeast Asia and is one of the fastest growing economies of the world. This study was conducted to understand Indonesian food consumers, and to provide the marketing implications for food exporting companies in Korea. An online survey was conducted on 795 local consumers in Indonesia and the study analyzed their preference for Korean food and Korean culture. Then this study identified the relationship of these variables and consumers' intention to purchase Korean food. The results of this study were as follows. First, Indonesian consumers had a strong preference for Ramyeon, noodles, snacks and kimchi among Korean foods. Second, the preference for Korean culture was high in a descending order of Korean dramas, cosmetics, songs and news. Third, both Korean food and Korean culture preferences showed significant differences depending on gender, age and the frequency of eating out. Lastly, analysis of the relationships among the variables showed that there is a positive relationship between Korean food preferences and Korean food purchase intentions. Further, the consumers' Korean culture preference had a mediating effect within this relationship. The results of this study imply that marketers in Korea food companies need to consider the consumers' preference for Korean food and Korean culture when they build proper strategies for exporting Korean foods to Indonesia.

• Korean Journal of Agricultural Science
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• v.49 no.2
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• pp.285-296
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• 2022

Food consumption trends in Korea are becoming more health-oriented, and consumers have become interested in high-quality foods that are also beneficial to health. The goals of this study are to examine consumers' impressions of black garlic and to investigate the preferred optimal attribute combinations related to black garlic. To do this, a survey of 352 consumers was used to analyze the current status of consumer purchases of black garlic. A conjoint analysis was conducted to analyze certain aspects of consumer preferences, such as price, health functional food certification status, processing type, and taste. Consumers' purchase experiences with black garlic were relatively few, but those with purchase experience reported that they consumed it mainly for their health. The results show that consumers are not satisfied with the taste and flavor of black garlic despite their perceiving it as a beneficial food for health. Despite the fact that consumers' purchase intentions were found to be low, it can greatly increase if improvements in price, flavor, and taste can be realized and if offering substantial benefits. The results of the conjoint analysis of the preference attributes of black garlic products are as follows. Consumers considered price among the four attributes as most important. The taste of black garlic and the processing style were similar in terms of importance, and health functional food certification was less important. Finally, the results suggest that continuous improvements in price and flavor are needed to spread the consumption of black garlic.

• The Journal of the Korea Contents Association
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• v.12 no.12
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• pp.567-576
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• 2012

This study aimed to analyze preferences depending on consumption value in relation to fashion jewelry design, colors, and materials. For this, 156 female consumers participated in it as subjects, and for a research tool of consumption value, VALS (Values and Life Style) technique was employed to make an empirical analysis by dividing it into three types such as principle-oriented value, status-oriented value and behavior-oriented value. Research findings indicate that above all, there are differences in preferences depending on characteristics of fashion jewelry design depending on consumption value. It was found that there are differences in preferences depending on numbers of setting of fashion jewelry depending on consumption value, but it was found that there are no differences in preferences depending on jewelry materials. In addition, it was observed that for color characteristics of fashion jewelry, there are differences in preferences depending on consumption value. There are differences in preferences for fashion jewelry depending on consumption value, which indicates that preferences for products change depending on consumers' consumption value rather than use value. And it can be an explanation for this reason. Therefore, it is necessary to work out a more efficient strategy through a process of setting up a target according to consumption value.

• Science of Emotion and Sensibility
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• v.19 no.3
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• pp.27-42
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• 2016

The purposes of this study were to investigate the emotional consumption propensity and the preferences for sensibility factors of fabrics(color tone, pattern and texture image), and to analyse the differences according to demographic variables and relationships between emotional consumption propensity and preferences for sensibility factors of fabrics, focusing on male and female consumers in 20's, 30's and 40's. The emotional consumption propensity were classified into symbolic consumption propensity, individual consumption propensity, aesthetic consumption propensity and hedonic consumption propensity. The subjects attached great importance in the order of aesthetic consumption propensity, individual consumption propensity and symbolic consumption propensity. Those factors of emotional consumption propensity showed partially significant difference according to demographic variables. Female consumers preferred various color tones than men did, and preference for light color tone showed significant differences according to gender and occupation of consumers. The preferences for floral pattern showed significant difference according to gender, age, education, occupation and marital status of consumers. The factors of the texture images for the fabrics showed partially significant difference according to demographic variables except education of consumers. There were almost significant relationships between emotional consumption propensity and the preferences for sensibility factors for fabrics.

• The Research Journal of the Costume Culture
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• v.20 no.5
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• pp.695-708
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• 2012

This study researched consumers' awareness regarding the commercialization of Korean traditional culture through various channels or products. A survey was administered to consumers in the Gyeonggi region(n=322) from June to August 2012. Differences in the importance placed on, and preferences for, attributes of Korean traditional fashion textile and Korean traditional patterns were analyzed according to consumer characteristics. Research results showed that the factors allowing recognition of Korean traditional textile in clothing and fashion accessories were color, pattern, and textile type, in the respective order. Overall, consumers generally perceived higher importance in using the factors of Korean traditional textile in clothing than in fashion accessories. Preferences for Korean traditional patterns differed according to the type of fashion item, i.e., clothing or fashion accessories, and also according to the age and gender of the consumer. Women generally showed a tendency to place higher value on Korean traditional patterns than men. The degree of preference was higher, as well. However, only a minor difference was seen according to pattern type. Women showed a higher preference for plant patterns, literal patterns, and geometric patterns compared with men. The preferred type of traditional pattern was also different according to age. Consumers in their 20s and 40s presented a higher preference for Korean traditional colors when compared with the 30s group. On the other hand, the preference for Korean traditional patterns was higher among consumers in their 40s than those in their 20s or 30s. The results of this study show that the awareness of consumers regarding Korean traditional textile reflected in clothing and fashion accessories differs according to gender or age. Thus, this implies the need to consider the differences in perceived importance and preferences among target consumer groups to develop various fashion products that use Korean traditional fashion textile.

• Journal of Fashion Business
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• v.27 no.1
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• pp.126-139
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• 2023

The purpose of this study was to investigate and verify interaction effects of collaboration and brand origin as well as fashion involvement on consumer attitudes towards global sports apparel brands and Chinese local sports apparel brands targeting Chinese consumers. A survey was conducted on 425 Chinese women aged 19 to 34 years. Data were subjected to frequency analysis, reliability analysis, t-tests, 3-way ANOVA, and simple effect analysis. Results of the study are as follows. First, fashion involvement, collaboration, and brand country of origin all had a significant effect on consumer preference of Chinese consumers when purchasing sportswear. Second, fashion involvement and collaboration in purchasing sportswear had a significant interaction effect on consumer preference. Finally, collaboration, brand origin, and fashion involvement showed significant three-way interaction effects on Chinese consumers' preferences. Results of this study can help establish an efficient marketing strategy for Chinese local sportswear brands, which are fiercely competing with global sportswear brands in the Chinese market because they can examine Chinese consumers' attitudes toward sportswear brands. To accurately compare global and local sportswear brands, it must be assumed that there are no differences in brand preferences among consumers. However, as this study selected each brand as the research brand ranked as the top preference, this aspect was not taken into consideration. Therefore, in future research, it is necessary to consider differences in brand preferences and conduct the study accordingly.

• Korean Journal of Community Nutrition
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• v.29 no.4
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• pp.318-335
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• 2024

Objectives: Despite the growing market share of online grocery shopping, there is a need to understand customer perceived value due to the ongoing advancements in information technology. This study explores the connections between attributes, consequences, and values. Additionally, it conducts a cross-country comparison of consumers' online grocery shopping behaviors to gain a deeper understanding of consumer market segments and any potential variations among them. Methods: Data was collected through an online questionnaire survey conducted from May 1 to 15, 2024, targeting 400 consumers in Seoul, Korea, and Shanghai, China, who have experience with online grocery shopping. The survey utilized the Means-End Chain theory and association pattern technique hard laddering. Data collation and analysis were conducted using the IBM SPSS Statistics 28.0 program. The LadderUX software was employed to analyze the links between attributes, consequences, and values and create the consumer purchasing process's implication matrix and hierarchical value map (HVM). Results: The study identified key attributes that influence online grocery shopping decisions, including delivery service, price, freshness, and quality. Korean consumers demonstrated a higher sensitivity to price (19.0%) and delivery service (17.0%). In contrast, Chinese consumers prioritized delivery service (15.0%) and after-sales service (14.8%). Commonly cited consequences included time saving (12.6% for Koreans, 11.3% for Chinese), whereas prevalent values encompassed convenience (36.8% for Koreans, 19.6% for Chinese) and economic value (26.6% for Koreans, 14.7% for Chinese). The HVM underscored these insights, highlighting diverse consumer preferences and country-specific nuances. Conclusions: The findings highlight the current state of online food consumption and consumers' value systems, revealing variations among countries. These findings offer empirical insights that can be used to create customized global marketing strategies that resonate with various consumer preferences and market dynamics.