• 유통과학연구
• /
• 제13권9호
• /
• pp.59-70
• /
• 2015

Purpose - This study aims to suggest strategies for Korean enterprises advancing into the Vietnam bakery market by analyzing the effects of perceived values on brand preference and purchase intention among Korean and Vietnamese consumers. Research design, data, and methodology - The perceived value model designed includes functional (price, quality), emotional, and social values. The survey collected data from 500 consumers in Seoul (Korea) and HoChiMinh (Vietnam). The SPSS 18.0 package was used for analysis. Results - First, among Vietnamese consumers, perceived value had a positive (+) effect on global brand preference in the order of functional value of quality, social value, and the functional value of price. However, from an ethnocentric trend and brand image origin, emotional value had a negative effect on global brand preference. In contrast, among Korean consumers, perceived value had a positive (+) effect on global brand preference in the order of functional value of quality, the functional value of price, and the social value. However, emotional value had no effect on global brand preference. Second, for both Korean and Vietnamese consumers, perceived value had a significant positive effect on purchase intention. Third, unlike the Korean consumer, for the Vietnamese consumer, global brand preference had a significant effect on purchase intention. Conclusions - The study implies the following. First, the Vietnamese bakery market has a high proportion of middle-aged customers in their 40s (64%). In terms of monthly income, there was a large proportion (40%) of high-income earners (over $325). Therefore, bakery consumption can be seen as concentrated among middle-aged and high-income consumers. Based on this, bakery strategies should include efforts to increase purchase prices as well as ways to attract local consumers (large cities). Second, unlike Korean consumers, among Vietnamese consumers, the resistance to a global brand based on emotional value (the ethnocentric tendency and brand image origin) can be seen as relatively low. Thus, in the case of the Vietnam bakery market, to increase a global brand's preference, the company should develop a differentiated strategy so that Vietnamese consumers can recognize it better, focusing on product quality, good service quality, and price in the local environment and on social value for social development. Third, in the case of the Vietnamese customer, we found that social value exerts the greatest influence on purchase intention. Therefore, a brand that engenders an image of building the local Vietnamese community can achieve a higher social value and influence purchase intention. In addition, although Vietnamese consumers have ethnocentric tendencies in terms of products, we found that if it is a preferred global brand then there are intentions to purchase. Fourth, in the case of Vietnam, if the preference for global brands is formed, consumer awareness may be connected to purchase intention. Therefore, global brands operating in Vietnam should pay attention to how to improve consumer preferences for global brands in order to increase purchase intention.

• 농촌지도와개발
• /
• 제14권1호
• /
• pp.171-195
• /
• 2007

Gyeonggi rice has been placed relatively favorable market position in the domestic rice market. With the superiority of its quality, gyeonggi rice has been well recognized to consumers. The price of gyeonggi rice has placed higher position than that of others. But, gyeonggi rice are facing crisis on the competition by regional brands. Therefore, this study was carried out to find the differentiated marketing strategies on problem related with the product differentiation and brand marketing of gyeonggi rice. In order to find out how much the effort on the product differentiation of gyeonggi rice affects the price and brand recognition, fifty RPCs in gyeonggi province were surveyed. As the results, $22{\sim}23%$ of harvested rice which was gathered into RPC was come out 'obscurity of production origin' when we consider material hull rice in the original production territory by collecting time and channel. With comparing sales weight of gyeonggi rice by the place of shipment, agricultural cooperative channel was the highest by 44.7%. And, wholesaler comes to 17.7%, discount outlet store was 13.9%, large quantity delivery in business was 11.1%, and department store was only 5.2%. Finally, we could consider to adopt the traceability system on gyeonggi rice distribution system from production to consumers' table to get consumers' credibility and compete imported high quality rice.

• 유통과학연구
• /
• 제10권8호
• /
• pp.25-34
• /
• 2012

Understanding customer' lifestyles important for banks because it will guide in determining marketing policies, such as services, pricing, service delivery and promotion decisions. From the customer' lifestyle, banks will know what kind of customers' attitudes, interests and opinions, so they also will understand what the costumer' needs and what services needed by them. For Islamic banks, customers understanding are important because, nowadays, the competition of the banks is not only with other Islamic banks but also with the well-established conventional banks offering Islamic products or services The aims of this research paper are to describe what factors underline the customer's lifestyle of both Islamic and conventional bank, to segment the bank customers based on their lifestyles and investigate the profile of each segments, to compare the characteristics of the segments, and to identify marketing policies based on the characteristics. The population of the study is banking customers in Indonesia, in which the researchers have used judgment sampling as sample selection. There were 186 customers of Islamic banks and 244 customers of conventional bank as respondents in this study. Statistical methods employed were exploratory factor analysis and cluster analysis. The finding of the study shows that there are twelve factor underlining the customers' lifestyle, namely: factor of fashion conscious, internet usage, sports spectator, financial and technology optimism, price sensitivity, independent, compulsive housekeeper, new brand tryer community activities, opinion leader, credit usage, and homebody. In addition, for Islamic banking, there are two market segments, namely fashionable-independent and innovative-social segment. Based on the lifestyle characteristics, the first segment has higher level in factor of fashion conscious, homebody, independent, optimism and price conscious, which is therefore called fashionable-independent segment. On the other hand, the second cluster has higher level in factor of new brand tryer, community minded, sport spectator, credit user, internet usage, opinion leader, and compulsive housekeeper, which is therefore called the innovative-social segment. Furthermore, for conventional banking, there are also two segments, namely persuasive-optimistic and sensitive-independent segment. The first segment has higher level on some factors, namely: opinion leader, optimism, internet usage rate, credit usage level, sport spectator, and new brand tryer. On the other hand, the second cluster is characterized by higher level in factor of price conscious, confidence, community minded, homebody, fashion conscious, and compulsive housekeeper. Managerial implications for the management of Islamic banks could be identified in this study as follows. Firstly, the twelve lifestyle factors of this study could be an alternative view in observe Islamic banking customers. The domination of both the fashionable conscious and the internet usage factor show that the aspects are quite instrumental in perceiving the customer' lifestyles, in which reflects the importance of these two aspects to customers. Secondly, in serving their customers, Islamic banks need to understand the customer lifestyle, in which the lifestyle segments found in this study provide a guide of how their needs were reflected. Finally, by understanding the segments and the characteristics each segment of the conventional banks, Islamic banks could adjust their marketing strategies differently from the conventional banks.

• 유통과학연구
• /
• 제12권8호
• /
• pp.17-29
• /
• 2014

Purpose - The use of corporate social activities to implement the concept of corporate social responsibility enhances brand equity and attitude, and strengthens economic competitiveness. In areas such as mobile communications, companies take the responsibility of protecting customers and enhance the quality of the mobile communication service, helping to make an effort to obey the regulations of the public trade order and fair trade agreement, enabling a healthy society through communication with elderly living alone or youths without parents, and enhancing marketing strategies. Research design, data, and methodology - To test the hypothesis, a survey was conducted. The surveyed population includes people who use the big three mobile communication services. The survey was conducted from October 4th to October 14th, 2013. A total of 500 survey questionnaires were circulated and 483 were collected; out of these, 32 were excluded due to missing or incomprehensible information. The data was analyzed with SPSS 18.0 via frequency analysis, trust analysis, search factor analysis, relationship analysis, confirmation factor analysis using AMOS 18.0, and structural equation model analysis. Results - Research on corporate social responsibility has been frequently conducted recently. Companies are perceived as social constituents satisfying the social desires of people in addition to customer needs. Further, companies are returning profits to society to satisfy community needs, because there is greater emphasis on the social responsibilities of companies. Companies' social responsibilities should include marketing strategies and the identification of customer needs. This study shows that social service activities influence brand value, which influences customer attitudes; therefore, social service activities indirectly influence customer attitudes. In order to increase customers' purchasing intention, it is essential to improve brand image via social services and provide a distinctive quality of service. Conclusions - This research has used the purposive selection method in the empirical analysis to identify the effect of social services on brand value and customer attitude. Therefore, this study revealed that businesses, whose ultimate objective is to improve customers' purchasing intention, should promote their brand equity through corporate social responsibility activities and offer a distinct service quality. Limitations in the progress of research were found and future indications to overcome these limitations are suggested as follows. First, survey responders had a limited understanding of social responsibilities; therefore, this concept needs to be explained to people first. Second, the research was done on people who live in Daejeon; thus, it is not representative of the entire country. The research has to be repeated with people in other cities. Third, there is a limitation in the study because the purposive selection method was used on Daejeon customers. In the future, a more precise selection of the population is needed. Fourth, Daejeon has unique geographical and size characteristics. Thus, customers in Seoul and other areas may display different characteristics and research on them may reveal different findings. Therefore, again, this study has to be repeated in other areas.

• 한국산학기술학회논문지
• /
• 제9권6호
• /
• pp.1856-1868
• /
• 2008

본 연구는 최근 들어 부각되고 있는 문화마케팅이 기업윤리와 사회적 책임의 조절효과를 중심으로 기업이미지와 브랜드자산형성에 어떤 영향을 미치고, 문화마케팅이 기업이미지와 브랜드자산을 형성하는 각 유형들 중 어느 부분에 더 밀접한 영향을 주는지에 대한 연구이다. 연구 결과는 다음과 갈다. 첫째, 문화 마케팅활동은 기업브랜드 자산에 간접적인 영향을 미쳤다. 둘째, 문화 마케팅은 기업브랜드 이미지에 직접적인 영향을 미쳤다. 셋째, 문화마케팅은 브랜드연상 이미지에 긍정적인 영향을 미쳤다. 넷째, 사회적 책임과 기업윤리는 브랜드 충성도에 간접적인 영향을 미쳤다. 다섯째, 기업의 사회적 책임과 기업윤리는 브랜드 이미지에 긍정적인 영향을 미쳤다. 여섯째, 기업의 사회적 책임 중 지역사회 활동은 조절변수 역할을 했다. 일곱째, 응답자의 일반적 특성에 따라 기업의 마케팅, 사회적 책임 및 윤리의식, 브랜드 자산에 대한 인식의 차이를 보였다. 위의 결과를 요약해보면 문화마케팅은 기업이미지라는 매개체를 통하여 기업의 브랜드자산 형성에 간접적인 영향을 미치고 있음을 규명할 수 있었다. 이 연구결과는 기업들이 문화마케팅이 가지고 있는 특성과 매체와의 적절한 조화, 지속적이고 장기적인 계획, 브랜드자산 유형과의 연계성을 감안한 전략적 마케팅계획수립의 중요성을 암시해 주고 있다. 또한 상품과 서비스의 생산 및 제공이라는 기업의 경제적 활동이 경제적 결과만을 가져오지 않고 부의 편재, 정경유착 문제, 소비자 안전문제, 공해문제 등의 부정적인 사회적 결과를 가져온다고 인식됨에 따라 경제적 기능으로 한정되는 기업의 역할에 대한 반성을 일게 했다. 이러한 반성으로부터 나타난 것이 기업의 사회적 역할, 즉 기업의 사회적 책임이며, 기업윤리의 실천을 동시에 조화롭게 추구하도록 요청받게 된 것을 확인할 수 있었다.

• 유통과학연구
• /
• 제18권7호
• /
• pp.73-81
• /
• 2020

Purpose: This research examines the factors that influence organic food purchasing decisions of kindergartens in Ho Chi Minh City, Vietnam. Research Design, Data, and Methodology: A mixed-method research was utilized in this study. It included a focus group of 10 participants and a survey of 304 respondents, (quantitative research) who are employed in the selected kindergartens, using both online and paper surveys based on nonprobability and convenient sampling. The SPSS and SmartPLS 3 software were used to analyze data. Results: a) Eight factors affect the purchase decision of kindergartens; b) Environment Attention, Normative Beliefs, Trust belief on brand, Cost of meal set, and Reference group positively affect Intention behavior; c) Feeling safe positively affect Perceived Quality Product. Perceived quality of product and Intention behavior positively affect organic food Purchase Decision of kindergartens. Conclusion: Eight factors affect organic food purchasing decisions of kindergartens in Ho Chi Minh City. This study offers recommendation and solutions for a stable output of organic products in Vietnam, and ways to popularize them within the community.

• 한국지역사회생활과학회지
• /
• 제15권4호
• /
• pp.67-78
• /
• 2004

This study was designed to understand purchase motivation for clothing, evaluation criteria for clothing, evaluation criteria for stores depending on average monthly expense for clothing among female college students in Yanbian, China. Questionnaire was used for measurement tools to study the subject of the thesis. Each question was rated in 5 point scale, where 1 means 'not at all' and 5 means 'definitely'. The main study was conducted against 300 female college students from May 17 to June 5, 2001. The data for the study were analyzed using SAS PC program for frequency distribution, percentage, t -test. The purchase motivation for clothing, evaluation criteria for clothing, evaluation criteria for stores are affected by average monthly expense for clothing. The result was showed as follows : A significant difference was showed in the purchase motivation, evaluation criteria for clothing, evaluation criteria for stores, preferred stores between lower group and higher group depending on monthly expense on clothing. A meaningful difference was showed in 4 areas'to try a new trend, impulsive buying at the store display, for a change of mood, for stylish appearance'in the purchase motivations for clothing depending on the monthly expense for clothing, in 2 areas'brand, trendy fashion'in evaluation criteria for clothing depending on the monthly expense for clothing, in 3 areas 'after service, hospitality of sales person, brand awareness' in the evaluation criteria for stores depending on the monthly expense for clothing, And Respondents of a high expense group for clothing showed higher means compared to a low expense group for clothing in all areas. A significant difference was showed among groups regarding preferred stores based on the monthly expense on clothing.

• 한국지역사회생활과학회지
• /
• 제14권3호
• /
• pp.111-124
• /
• 2003

This study is designed to understand demographic characteristics, store selection factors, difference in preferred stores which are considered to be related to store selection behaviors for clothes by college students in Yanbian, China. Questionnaire was used for measurement tools to study the subject of the thesis. Questions used for the evaluation criteria for store selection were primarily based on those previously used by the other researchers with some revision and supplementation. Each question was rated in 5 point scale, where 1 means 'not at all' and 5 means 'definitely'. A total of 50 copies of the questionnaire was passed out to college students in Yanbian from March 20 to March 25, 2001, for the preliminary study. The main study was conducted against 450 college students from May 17 to June 5, 2001 The data for the study were analyzed using SAS PC program for frequency distribution, percentage, 1 -test, and one way ANOVA. A significant difference was showed in the preferred stores between male and female students. In total, underground markets were preferred most with 41.6%, followed by markets with 40.3%. A significant difference was showed among groups regarding preferred stores based on an average monthly income, monthly expense on clothing. Three areas of 'product price', 'display and mood of the store' and 'royal store' showed a significant difference in terms of selecting stores based on an average monthly income. A significant difference was showed in only one areas(brand awareness) in selecting stores based on monthly clothing expense.

• 유통과학연구
• /
• 제22권7호
• /
• pp.107-117
• /
• 2024

Purpose: Consumers have become more interested in eating organic food in recent decades because of the effect of merchants' advertising. Eating organic food is also shown to strengthen immunity, especially during the recent COVID-19 pandemic. However, consumers may find it more difficult to choose organic food retailers than to purchase conventional goods. This is because of the uncertainty characterizing the process of selecting organic food retailers, despite the growing rivalry across supermarket chains that sell organic goods. This study explores how consumers' perceived image (social responsibility and ability image) of organic food stores affects consumer loyalty. Research design, data and methodology: The data for the analysis were collected using Macromill Embrain, an online research service agency. The data were analyzed using SPSS 26 and Smart PLS 4.0. Results: Based on structural equation modeling, the findings of the study demonstrate that store image positively impactsstore loyalty, and that the mediator (perceived value) affects the relationship between the two variables. Conclusions: Organic food stores must understand consumers to improve store loyalty. Efforts such as providing a user community that enables joint behavior by sharing experiences among customers or launching campaigns to improve consumers' perceived brand identity can increase store loyalty.