• Food Science and Biotechnology
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• v.16 no.6
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• pp.863-867
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• 2007

The potential impact of the methods of sensory science on consumer testing and marketing is reviewed. Areas such as predicting purchase behavior, new approaches to scaling, and cross cultural effects are discussed. An example of the complexity of sensory measurement used to obtain consumer and marketing information is highlighted, using the simple paired preference test as an example.

• Asia Marketing Journal
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• v.18 no.4
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• pp.99-124
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• 2017

Little research on sensory study has been conducted from a marketing perspective and most of sensory studies have been done from a science perspective. Thus, this study examined wine sensory perceptions in the consumers' minds, which is how wine consumers associate grape variety Shiraz/ Syrah by the three different region of origins with specific sensory images. Total 234 questionnaires were collected from online wine community members at restaurants in Korea. The main results show that the most two shared sensory images of Shiraz/ Syrah were 'Dry' and 'Fruity' across the three region of origins. For Barossa Shiraz, the unique images were mainly found in Aroma image category such as 'Chocolate', 'Prune', whereas for Rhone Syrah, the unique images were mainly revealed in Overall image category e.g. 'Deep', 'Fascinating'. Additionally, this study confirmed that Maipo Valley is not recognizable region of origin of Shiraz/ Syrah. This study employed a free choice, Pick Any and conducted correspondence analysis to find out the degree of associations of sensory images and each region of origin.

• Food Science and Biotechnology
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• v.17 no.1
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• pp.66-71
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• 2008

A total of 284 milled rice (MR) marketed in Korea were analyzed for grading characteristics (head rice, broken kernels, chalky kernels, and damaged kernels%), color characteristics (L-, a-, b-values, and whiteness), protein content (%), and the cooked rice (CR) sensory quality to investigate the key characteristics affecting the overall sensory quality of rice marketed in Korea. Relatively high correlation with the overall sensory quality of the CR was found in color characteristics such b-value of the CR (r=-0.779) and MR (r=-0.545), the a-value of the CR (r=0.513), and the whiteness (r=0.298) of the MR, compared to protein (r=-0.150), and the moisture (r=0.158) contents of the MR and the percentage of head rice (r=0.195). Partial least squares (PLS) regression of the CR b-value with various characteristics of the MR showed that CR b-value was increased with MR b-value effectively, followed by protein content, damaged kernels, chalky kernels, and colored kernels of MR while it was decreased with whiteness and moisture content for the MR.

• Food Science and Industry
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• v.52 no.1
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• pp.32-39
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• 2019

The domestic food industry intends to expand overseas market. In order to succeed, in-depth research on local consumers is essential. This paper examined consumer research methodology and case studies based on sensory and consumer science for developing products targeting overseas market. Consumer research should be prece ded by overseas consumer panel construction. Then, this can be followed by application of various consumer research methodologies on new product development process. The most important consideration in this case is that application of same research methods or criteria as for domestic market could lead to significant errors in terms of reliability of results. Therefore, in order to develop successful products that accurately meet the needs of overseas consumers, careful study and consideration of the differences between markets would be essential from consumer researcher and decision-maker's sides.

• The Research Journal of the Costume Culture
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• v.24 no.4
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• pp.483-497
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• 2016

The importance of marketing on mobile platforms as well as mobile commerce is increasing dramatically in fashion industry. The purpose of this study was to categorize mobile fashion marketing strategies and to examine application usage motivations that influence brand attitude, purchase decisions, and post-purchase evaluation. Qualitative research methods, in particular focus-groups and in-depth interviews, were conducted to examine the typology of mobile marketing and fashion application usage motivations. Then, a modified survey was used to quantitatively examine what content consumers expect from fashion applications. Results of the qualitative study indicated that consumers perceive sensory (visual, tactile, auditory), relationship, information and practical marketing strategies through motives. Survey result from 229 consumers revealed four fashion application usage motives: sensory, relationship, information and practical. Based on these motives consumers were segmented into three groups: the experience/relationship-conscious, the product information-conscious, and the lifestyle information-conscious. The product information-conscious group showed higher level of monthly income and clothing expenses but lower level of mobile device usages. Lifestyle information-conscious group and experience/relationship-conscious group had higher level of attitude, and post-purchase evaluation. It was experience-relationship conscious consumers who spent more time in mobile use. This study shows a better understanding of mobile marketing environment of fashion applications.

• Bulletin of Food Technology
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• v.24 no.4
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• pp.564-575
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• 2011

• Journal of Fashion Business
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• v.18 no.5
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• pp.42-55
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• 2014

This study examined the relative importance level of experience marketing on brand attitude and brand loyalty in beauty salon franchise stores, and attempted to raise the competitiveness of beauty salon services by presenting this elements as experience marketing strategy directions for beauty salon franchise store management. A questionnaire was used for this study on 350 adults residing in Gwangju Metropolitan City and SPSS 20.0 statistics package was used for analysis. In summary, the results of this study are as follows. First, five factors that make up experience marketing in beauty salon franchise stores were found. They were sensory marketing, relative marketing, emotional marketing, cognitive marketing and behavior marketing. Brand loyalty was categorized into the two factors, attitude loyalty and behavioral loyalty. Also, we found that experience marketing had a statistically positive impact on brand loyalty. Secondly, experience marketing of beauty salon franchise stores was found to have a statistically significant positive effect on brand attitude. Thirdly, we found that the brand attitude of beauty salon franchise stores had a statistically significant positive effect on brand loyalty.

• Journal of the East Asian Society of Dietary Life
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• v.18 no.2
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• pp.172-180
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• 2008

The purpose of this study was to measure the causal relationships among food involvement, health, mood, convenience, sensory appeal, weight control, and fruit consumption. A total of 290 questionnaires were completed. A structural equation model was used to measure the causal effects of the constructs, and the structural analysis results for the data indicated an excellent model fit. The effects of food involvement on health, mood, convenience, sensory appeal, weight control, and fruit consumption were statistically significant. As expected, health, mood, and weight control had significant effects on fruit consumption. Moreover, food involvement had a significant indirect effect on fruit consumption through health, mood, convenience, sensory appeal and weight control. For the future development and testing of conceptual models that integrate the relationships among personality traits, food choice motives, and fruit consumption, this study may approach a deeper understanding of the complex relationships among fruit consumption behavior-related variables. Greater understanding of these complex relationships can improve the managerial diagnosis of the problem and opportunities for different marketing strategies, including fruit production and fruit product development and marketing communications.

• The Journal of Industrial Distribution & Business
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• v.12 no.10
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• pp.7-17
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• 2021

Purpose: Studies on social exclusion from a sensory perspective are rather limited in state-of-the-art literature, especially in exploring the relationship between social exclusion and shape preference from a sensory marketing perspective. The present study aims to explore the effect of social exclusion on consumers' shape preference (angular vs. rounded) and the underlying mechanism. Research design, data and methodology: The relationship between social exclusion and consumers' shape preference was investigated in Study 1 using a one-way between-subject design (being excluded vs. being included), and the mediation effect of sense of control has been examined in Study 2 via a between-subjects design (being excluded vs. being included) ×2 (angular vs. rounded). Both studies were conducted on the Credamo data platform in China, and evaluated by one-way ANOVA. Results: The results showed socially excluded consumers prefer the product with angular design rather than socially included consumers, and this effect can be mediated by sense of control. Conclusions: This paper contributes academically for investigating the research area of the sense of control and explores the influence of the control needs of humans on consumer behaviors. Furthermore, it also clarifies new potential psychological role of shape preference - the recovery of the sense of control - to enrich the psychological mechanisms of shape preference.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.12
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• pp.529-540
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• 2021

This study proposes a model and attempts to illustrate the relationship between the frequency of dynamic capability utilization and marketing capabilities, and how market, technology, and competitor turbulence may affect these relationships. The findings suggest that in a highly turbulent environment, frequent use of sensing and integration capabilities may cause certain changes in the impact of marketing capabilities, and in a highly competitive environment, marketing capabilities are positively correlated with company performance. The sample consists of 212 enterprises of China with a three-year vertical data span. The partial least square program Smart-PLS was used for data analysis. The careful management of dynamic capabilities (i.e., relational, sensory, and inclusive) is required to address environmental conditions to achieve capacity alignment and ultimately enhance performance. Our findings demonstrate that relationship capabilities are valuable to the organization and might even help improve its sensing and integrating capabilities. In a highly competitive environment, marketing capabilities contribute the most to company performance. The more frequent the environmental turbulence, the higher the impact of integration capabilities on marketing capabilities. This situation necessitates the organization's usage of dynamic capabilities to modify its marketing approach effectively between stable and turbulent environments.