• 수산경영론집
• /
• 제49권3호
• /
• pp.15-28
• /
• 2018

This study categorized Korean seafood diners according to their lifestyle attributes of seafood consumption. This categorization facilitated to set more detailed marketing strategies to each consumer groups so it can lead to promote seafood dining industry in Korea. For this study, a survey was conducted from September 10 to October 9, 2017 in the form of self-completed surveys from seafood restaurant diners living in Busan, Korea. A total of 251 questionnaires were collected and used for data analysis. The results were as follows. There were eight attributes of lifestyle which Korean seafood diners have had such as 'rationality', 'freshness', 'taste', 'health', 'ambiance', 'the latest trend of seafood dining', 'scarcity' and 'familiarity'. The largest number of respondents(154 out of 251, 61.4%) responded that they considered 'rationality' important when choosing their seafood restaurants among the eight attributes. 'freshness(135 out of 251, 53.8%)' was followed. 'the latest trend of seafood dining' and 'familiarity' were the ones that the smallest number of respondents(61.4, 10.8%) considered those as significant attributes for their seafood restaurants selection.

• 대한영양사협회학술지
• /
• 제26권3호
• /
• pp.208-220
• /
• 2020

In modern society, the online to offline (O2O) market has become an emerging market. Based on social and cultural phenomena, the importance of "FOODTECH" linked with mobile applications is growing in the food and restaurant industry. This study examined subjective food application service quality, perceived value, and post-purchase behavior intentions. According to this study, of foodtech service quality attributes, only information, mobility, and reliability had positive (+) relationships with perceived value. However, foodtech service quality attributes did not have a direct impact on behavior intentions. Perceived values had a positive (+) relationship with behavior intentions and showed full mediation effects between foodtech service quality attributes and behavior intentions. Based on these results, future research on the relationship among food application service quality, perceived value, and post-purchase behavior intentions is needed.

• 한국식생활문화학회지
• /
• 제23권3호
• /
• pp.377-387
• /
• 2008

The objective of this study was to use cluster analysis to determine differences in eating-out behavior among grouped clusters of female consumers after each cluster was divided based on lifestyle patterns. The data were collected by interview survey from a biased sample of 1,300 females, ranging from ages 20 to 59, and living in residential districts of Seoul. Reliability analysis, factor analysis, cluster analysis, cross-tabulation analysis, and analysis of variance (ANOVA) were applied to the data. Four lifestyle factors were extracted by lower-division and classified as follows: health condition, consuming, food, and housing lifestyles. Based on these four factors, the female consumers were grouped as three clusters: the consuming-individuality type, rational-pursuit type, and conservative-stability type. The eating-out behavior of each cluster was significantly different in terms of frequency of eating-out, eating-out expenditures, restaurant selection criteria, food preferences, and the purpose for eating-out. Since this study surveyed females from ages 20 to 59, age and demographics were the differential factors in determining the various lifestyle types. Thus, to target the consumers who form a target market, the food industry should consider market segmentation that combines demographic factors such as age, income, and marital status.

• Asia Marketing Journal
• /
• 제15권4호
• /
• pp.223-241
• /
• 2014

In May 2012, the collaboration of Hana Bank, top financial service company, and SK Planet, top telecommunication service provider, introduced a new credit card that was filled with all-in-one benefits into the market. Leveraging strong infrastructure of two companies, each top in its own industries, the awareness and preference of 'Club SK Card' brand rapidly increased to about 25% in less than one year. Moreover, this new card was enthroned in the most sold credit card of year 2012, accounting for a market share of 7.2% in the credit card market and more than 80% in the mobile credit card market. To make these results possible, 'Club SK Card' marketing team developed an effective marketing communication strategy which followed the 6M model. The mission of the marketing communication strategy was simple and clear. It was to deliver the card's inherent strengths on consumer benefits that come from the support of subsidiary and affiliated companies of SK Planet. According to OK Cashbag data, the marketing communication team selected the appropriate target consumers and approached them directly, inducing actual purchase behavior. The target consumers received straightforward messages about 'Club SK Card' and were led to join in the new membership at their most frequently visited supermarket or franchise restaurant. The straightforward communication message embedded in an eye-catching commercial ad with a hook song accompanied with a dance was delivered via public media. The ad became so popular that many other television programs quoted or made parodies of the ad. Courtesy of the commercial ad, the brand name disseminated rapidly and widely among the public. In October 2012, an ingenious planning and persistent implementation of the communication strategy results 'Club SK Card' to be ranked top in brand awareness as well as advertising preference tests.

• Nutrition Research and Practice
• /
• 제4권4호
• /
• pp.332-338
• /
• 2010

The purpose of this study was to examine consumers' behaviors toward ready-to-eat foods and to develop ready-to-eat food market segmentation in Korea. The food-related lifestyle and purchase behaviors of ready-to-eat foods were evaluated using 410 ready-to-eat food consumers in the Republic of Korea. Four factors were extracted by exploratory factor analysis (health-orientation, taste-orientation, convenience-orientation, and tradition-orientation) to explain the ready-to eat food consumers' food-related lifestyles. The results of cluster analysis indicated that "tradition seekers" and "convenience seekers" should be regarded as the target segments. Chi-square tests and t-tests of the subdivided groups showed there were significant differences across marital status, education level, family type, eating-out expenditure, place of purchase, and reason for purchase. In conclusion, the tradition seekers consumed more ready-to-eat foods from discount marts or specialty stores and ate them between meals more often than the convenience seekers. In contrast, the convenience seekers purchased more ready-to-eat foods at convenience stores and ate them as meals more often than the tradition seekers. These findings suggest that ready-to-eat food market segmentation based on food-related lifestyles can be applied to develop proper marketing strategies.

• 한국관광식음료학회지:관광식음료경영연구
• /
• 제9권
• /
• pp.213-242
• /
• 1998

Even in the best of economic environments, restaurants menu pricing is a serious concern to those in the food service industry. During times of rapid inflation, closer government regulation of compensation practices, and limited gains in worker productivity, the decisions regarding the proper charge for menu items become increasingly important. In addition to many operational and managerial factors, an important ingredient in the food service enterprise's success is its ability to meet the market by providing the value expected. The contribution-margin approach to pricing described above is familiar to cost accountants, who will also recognize that it admits of much elaboration before it can become a tool for day-to-day decisions. But the system probably has the greatest promise for multi-unit companies, where the cost benefit ratio of additional refinements improves in proportion to the number of operations. For example, the analysis required to specify the demand function better becomes less expensive if the findings can be applied to the pricing structure of numerous units. In any of its many adaptations, the essence of the integrated menu pricing system remains its ability to bring together the relevant revenues and costs with the operator's sense of the market and competitive environment to suggest prices that maximize profits.

• 한국콘텐츠학회논문지
• /
• 제11권1호
• /
• pp.379-386
• /
• 2011

본 연구는 국내에 거주하는 외국인을 대상으로 문화적응에 기준이 되는 거주기간에 따른 한국 음식점의 선택과 문화 적응도에 미치는 영향을 파악하여 더 넓은 소비시장의 영역을 확장하기 위한 기초자료로 제시하고자 한다. 설문지는 250부를 배포하여 220부를 실증분석에 활용한 결과는 다음과 같다. 첫째, 외국인들은 기술습득과 훈련, 타 문화 및 경험을 습득하기 위해 방문하였고, 한국문화에 대해 보통이거나 잘 모르며, 한국음식에 대해서는 30.5%로 조금 잘 먹는 것으로 나타났다. 거주기간은 2년 미만이고, 한국생활에서 가장 힘든 점은 의사소통의 불명확성, 무례한 행동 태도 언어로 나타났다. 둘째, 한국 음식점을 이용하는 목적은 '친구와 즐거운 시간을 보내거나', '특별한 음식을 먹기 위해서'이고, 한국음식은 점심과 저녁에 먹는 반면에 모국음식은 시간적인 여유가 많은 주말에 하는 것으로 나타났다. 셋째, 한국 음식점선택에서 2년 미만인 경우 '서비스' 와 '위생 및 청결' 요인을 높게 인지하는 반면에 4년 이상은 '입지' 요인을 높게 평가하는 것으로 나타났다. 넷째, 한국문화 적응도에서 2년 미만인 경우가 '정체성 및 한국문화'를 높게 인지하는 것으로 나타났다.

• 한국조리학회지
• /
• 제4권
• /
• pp.57-72
• /
• 1998

Now a days, people are interested in tourism and leisure activity more and because of the increase of pastime and disposable income as a result of current economic growth. The importance of service industry in getting more serious thereby food industry, especially fastfood, is becoming popular in Korea. Food industry in Korea has been showing high growth rate in both quantity and quality for 10 years and fastfood chains maintains radical growth with 50% being forecasted that they will make huge market in Korea. Therefore, fastfood industry seems to be promising industry which has high potentials. This rapid growth of fastfood industry has been solving a lot of problems such as insanitation, low nutrition, and bad service quality and its positive aspects which make revolutional changes in production and sales are emphasized because it made industrialization with innovative system. So various menu development and service marketing strategy are really need to manage chains for the situation in Korea. Thus, the competitiveness of fastfood clams is dependent on the location of restaurant and the quality of various products. If the marketing strategy for fastfood industry need to established. constant studies should be done to resolve these problems.

• 웰빙융합연구
• /
• 제2권1호
• /
• pp.35-39
• /
• 2019

This paper presents two social and academic studies on the boundary between cultural production and consumption. The first line of the study on cultural omnivore analyzes the choice of heterogeneous audiences in the face of various cultural offerings. The second line is a study of market categories, which analyzes the responses of peer audiences to objects with different levels of category code compliance. As such, this paper developed a heterogeneous audience model to evaluate objects of different types. This allows us to consider two dimensions of cultural preference: diversity and orientation of selection. To this end, this paper proposes a new analytical frame work to map consumption behavior on these two dimensions. The results suggest that one type of target that values diversity and transformation is particularly resistant to those that span boundaries. We test this argument in the analysis of two large data sets on film and restaurant reviews. Overall, our findings can extend beyond cultural consumption. Outline variability of contextual individuals or individuals in the same situation can cross cultural boundaries even if they are not intentionally pursuing such hybridism.

• Asia Marketing Journal
• /
• 제15권4호
• /
• pp.1-32
• /
• 2014

The purpose of this paper is to investigate upon a diversification strategy through market creation of CJ Group, which has contributed in positioning of the firm as one of the leading conglomerates in South Korea. With such objective, the background of CJ Group, followed by its business diversification strategies were explored, with reference to several case studies. The history of CJ Group began with establishment of CheilJedang Industrial Corporation in 1953, as the first domestic sugar producer and exporter of South Korea. The corporation gradually expanded its business ever since at both national and global level, to include the fields of food production, pharmaceutical, biotechnology, and life chemicals. Later, CheilJedang (CJ) Group was established as an affiliate of CheilJedang Industrial Corporation. With such independence, extension of business has been witnessed across the industries of media, entertainment, finance, information technology and distribution. Thus, the current CJ Group pursues to define itself as a progressive global living culture company with four major business categories from food and food service, biotechnology, entertainment and media, and logistics. Despite its success in today's market, CJ Group underwent hardships in its business diversification in 1990s due to indiscreet management, along with the Asian financial crisis. Here, many firms overcame the financial difficulties by taking advantage of the exchange rate for overseas expansion. Though, CJ Group tried to differentiate itself by focusing on the domestic market by creating something out of nothing. Hence, CJ Group takes a unique position among many cases of business diversification and their categorization. In an effort to identify and classify the types of growth experienced by the top 30 companies in South Korea, the firms were categorized into four groups according to their diversification strategies adapted after the Asian financial crisis. Based on the mode and time of entry, corporations were identified either as the 'Explorer', 'Invader', 'Venture Capitalist', or 'Assimilator'. Here, the majority of the firms showed the qualities of Invader, entering mature markets through large-scaled mergers and acquisitions. However, CJ Group was the only firm that was categorized as an Explorer, for its focus on the newly emerging service sector in culture-contents industry. This diversification strategy through market creation is worth examining, due to its contribution in generating simultaneous growth between the market and the company itself. Diverse brands of CJ Group have been referred to as case studies in this regard, from 'Hatban', 'Cine de Chef', 'VIPS' to 'CJ GLS'. These four businesses, each to represent processed food, film, restaurant service, and logistics industries respectively, show CJ Group's effectiveness in creating a whole new category of goods and services that are innovative. In fact, such businesses not only contributed in advancement of consumers' wellbeing, but toward generating additional value and employment. It is true that the diversification strategy of CJ Group requires long-term capital investment with high risk, compared to the other strategies mentioned in the paper. However, this model does create high employment and additional values that are positive to both the society and the firm itself. Therefore, the paper comes to a conclusion that the diversification strategy through market creation conveys the most positive impact relative to the others.