• Journal of Distribution Research
• /
• v.16 no.4
• /
• pp.1-27
• /
• 2011

Introduction: Sales of private labels(PU have been growing m recent years. Globally, PLs have already achieved 20% share, although between 25 and 50% share in most of the European markets(AC. Nielson, 2005). These products are aimed to have comparable quality and prices as national brand(NB) products and have been continuously eroding manufacturer's national brand market share. Stores have also started introducing premium PLs that are of higher-quality and more reasonably priced compared to NBs. Worldwide, many retailers already have a multiple-tier private label architecture. Consumers as a consequence are now able to have a more diverse brand choice in store than ever before. Since premium PLs are priced higher than regular PLs and even, in some cases, above NBs, stores can expect to generate higher profits. Brand extensions and private label have been extensively studied in the marketing field. However, less attention has been paid to the private label extension. Therefore, this research focuses on private label extension using the Multi-Attribute Attitude Model(Fishbein and Ajzen, 1975). Especially there are few studies that consider the hierarchical effect of the PL's two parent brands: store brand and the original PL. We assume that the attitude toward each of the two parent brands affects the attitude towards the extended PL. The influence from each parent brand toward extended PL will vary according to the perceived fit between each parent brand and the extended PL. This research focuses on how these two parent brands act as reference points to one another in the consumers' choice consideration. Specifically we seek to understand how store image and attitude towards original PL affect consumer perceptions of extended premium PL. How consumers perceive extended premium PLs could provide strategic suggestions for retailer managers with specific suggestions on whether it is more effective: to position extended premium PL similarly or dissimilarly to original PL especially on the quality dimension and congruency with store image. There is an extensive body of research on branding and brand extensions (e.g. Aaker and Keller, 1990) and more recently on PLs(e.g. Kumar and Steenkamp, 2007). However there are no studies to date that look at the upgrading and influence of original PLs and attitude towards store on the premium PL extension. This research wishes to make a contribution to this gap using the perceived fit difference between parent brands and extended premium PL as the context. In order to meet the above objectives, we investigate which factors heighten consumers' positive attitude toward premium PL extension. Research Model and Hypotheses: When considering the attitude towards the premium PL extension, we expect four factors to have an influence: attitude towards store; attitude towards original PL; perceived congruity between the store image and the premium PL; perceived similarity between the original PL and the premium PL. We expect that all these factors have an influence on consumer attitude towards premium PL extension. Figure 1 gives the research model and hypotheses. Method: Data were collected by an intercept survey conducted on consumers at discount stores. 403 survey responses were attained (total 59.8% female, across all age ranges). Respondents were asked to respond to a series of Questions measured on 7 point likert-type scales. The survey consisted of Questions that measured: the trust towards store and the original PL; the satisfaction towards store and the original PL; the attitudes towards store, the original PL, and the extended premium PL; the perceived similarity of the original PL and the extended premium PL; the perceived congruity between the store image and the extended premium PL. Product images with specific explanations of the features of premium PL, regular PL and NB we reused as the stimuli for the Question response. We developed scales to measure the research constructs. Cronbach's alphaw as measured each construct with the reliability for all constructs exceeding the .70 standard(Nunnally, 1978). Results: To test the hypotheses, path analysis was conducted using LISREL 8.30. The path analysis for verification of the model produced satisfactory results. The validity index shows acceptable results(${\chi}^2=427.00$(P=0.00), GFI= .90, AGFI= .87, NFI= .91, RMSEA= .062, RMR= .047). With the increasing retailer use of premium PLBs, the intention of this research was to examine how consumers use original PL and store image as reference points as to the attitude towards premium PL extension. Results(see table 1 & 2) show that the attitude of each parent brand (attitudes toward store and original pL) influences the attitude towards extended PL and their perceived fit moderates these influences. Attitude toward the extended PL was influenced by the relative level of perceived fit. Discussion of results and future direction: These results suggest that the future strategy for the PL extension needs to consider that positive parent brand attitude is more strongly associated with the attitude toward PL extensions. Specifically, to improve attitude towards PL extension, building and maintaining positive attitude towards original PL is necessary. Positioning premium PL congruently to store image is also important for positive attitude. In order to improve this research, the following alternatives should also be considered. To improve the research model's predictive power, more diverse products should be included in study. Other attributes of product should also be included such as design, brand name since we only considered trust and satisfaction as factors to build consumer attitudes.

• Korean Journal of Environment and Ecology
• /
• v.21 no.6
• /
• pp.536-543
• /
• 2007

This research was conducted every month from June 1994 until August 1996 with the aim to understand the ecosystem structure through the analysis of oribatid mite community structure in soil subsequent to environmental difference of its habitats located at northward & southward slopes adjacent to each other at an altitude of 1,000 meters of Mt.Jumbong, which is a natural reserved forest, remaining intact. There appeared a significant difference [t-test, p<0.06] in comparison of the number of the species and individuals of Oribatid mite species which were collected and identified at two survey areas. The mean density and the number of the species collected and identified at the northward slopes, and southward slopes were $99.2{\pm}17.6,\;234.2{\pm}62.6$ and $24.7{\pm}3.0,\;40.8{\pm}5.8$, respectively. Species diversity index(H') was higher at the southward slopes($3.09{\pm}0.11$) than at the northward slopes($2.71{\pm}0.13$). The population size of Oribatid mite species was found by the percentage of each species density as against the whole density and classified into dominant species, influent species, and recessive species according to the percentage; as a result, O. nova and Suctobelbella naginata was found to be a dominant species at both survey slopes while Trichogalumna nipponica was found to be a dominant species, at southward but it wasn't collected at the northward slopes at all. The feeding habit of the dominant species at two survey slopes was found to be microphytophagous- eating soil microbe. There appeared a conspicuous difference in compositions of the number of the species, individuals and dominant species at the southward/northward slopes adjoining each other at an attitude of 1,000 meters and less similarity between the two survey slopes. Conclusively, It was found that the heterogeneity of microhabitat has a great effect on Oribatid mite's community characteristics.

• Korean Journal of Environment and Ecology
• /
• v.27 no.2
• /
• pp.219-229
• /
• 2013

This research is performed in order to suggest seasonal effective research time that is applied to wild birds research which lives in a forest. The subject area of this research is Mulgun-ri village forest in Samdong-Myeon, Namhe-gun. To investigate suitability of the project, existing land-use, existing vegetation, vegetational structure, and etc. of the subject and whole area are figured out. To suggest adequate research time, based on seasonal sun rise and set time for 3days, repetitive research is performed at hourly intervals. The subject area is connected with a forest and is possible for forest wild birds to flows in and provides various habitats and feeding areas. And also the subject area is a appropriate area for wild birds research and is like a natural forest in that a layer structure development of the forest itself, a distribution of Zelkova serrata and Aphananthe aspera and so on. 105 species which is observed in subject area are categorized and mountain birds are classified. After time-based peak value is selected in each season, hourly species richness, diversity, and index of similarity are analyzed as compared with the appearing number of species and individual bird. As a result, 7~11 hour is the most effective time in spring, and 8~9 hour is the best time. In summer, 6~9 hour is the most appropriate time when whole appearing species are similar to species structure. In fall, 7~11(30~60 minutes after sun rise) when wild birds movements are vigorous is analyzed easy to observe and 8~9 hour is the most appropriate research time because each analysis shows the best values. In winter, 7~12 hour is the most effective time although 10~11 hour is the best time but it is decided that similar results are drawn because hourly deviation is not so big except 1 hour before sun rise. In every four season, it is decided that 30~60 minutes after sun rise is appropriate to research a group of wild birds in the subject area.

• The Korean Journal of Ecology
• /
• v.16 no.4
• /
• pp.515-526
• /
• 1993

In order to study the ecotypic variation of Rohinia pseudo-acacia L. distributed in southern area of Korean peninsula, 15 local populations(Daejin, Sokcho, Kangneung, Mt. Surak, Hongcheon, Kwangneung, Namhansanseong, Chungju, Yesan, Andong, Jeonju, Dalseong, Changweon, Mokpo and Wando), located from $34^{\circ}18'N\;to\;38^{\circ}36'N$, were selected based on the latitudes and geographical distances. Seeds of these populations were collected and protein contents of seeds and their band patterns were investigated. The seed proteins of all populations were electrophoresed on SDS-polyacrylamide gel. Total number of protein bands were 35, whose molecular weights ranged from 17, 258 daltons to 142, 232 daltons. The number of bands of seed proteins was 23 in Dalseong and Hongcheon and was 32 in Daejin and Sokcho, showing an increasing tendency in the number of bands as the latitude goes high. The local populations were classified into 3 local types based on protein analysis: the middle north east coastal type(Daejin, Sokcho. Kangneung), the central type (Mt. Surak, Hongcheon, Kwangneung, Namhansanseong, Chungju) and the southern type(Yesan, Andong, Jeonju, Dalseong, Changweon, Mokpo, Wando). According to the results of cluster analysis by UPGMA based on the similarity index(c0efficient of Jaccard) of the patterns, 3 local types were subdivided further into 6 types: the middle north east coastal type(Sokcho, Kangneung), the north central type I (Mt. Surak, Hongcheon), the north central type II (Narnhansanseong, Chungju, Daejin), the north central type III (Kwangneung), the south central type (Yesan, Dalseong, Jeonju) and the southern type(Andong, Changweon, Mokpo, Dalseong, Wando). The No. 12 band of the separated seed proteins showed the highest colored density in the preparations from all the populations. The No. 11~13 and No. 23~28 bands also showed high densities. As a whole, southern type populations (Changweon, Mokpo, Wando) showed high protein contents and high colored density. Total protein contents of the seeds in each population were variable from 9. 68mg / g (Mt. Surak) to 17.30mg/g (Jeonju), showing an increasing trends toward low latitudes.

• Journal of Korean Society of Forest Science
• /
• v.50 no.1
• /
• pp.56-71
• /
• 1980

To study the changes of vegetational composition of each plant successional stage of Pinus densiflora forest caused by pine gall midge damage, Thecodiplosis japonensis, located in Kyonggi-do area, the middle part of Korea, four districts, Anseong, Yongin, Gwangju, and Gapyeong, were selected according to the length of insect damage duration. The forest in the Anseong district was the noninfested one selected as the check. And forests in Yongin, Gwangju, and Gapyeong were the recent]y damaged, severely damaged, and damage prolonged ones in sequence. It was considered that this order could be in concord with the gradual transition of plant successional stage. In view of temperature, precipitation and soil factors, these four districts were sited within the same environment. Four survey plots were selected from each district and the distance between them was 3~4 km. Then again four subplots were set within a plot. Through needle accumulation after insect infestation, light intensity, soil moisture content, and the amount of soil organic matter were increased and these conditions could create a favorable environment enabling the new species invasion and their growth. These were naturally closely related with the increase in quantity of Pinus densiflora defoliation. After considerable time lapse, the quantities of above mentioned factors decreased with the development of the new substitute tree species. It was found that Quercus mongolica was an excellently substitute tree species come first in this studied area. Species diversity increased to a degree at the early stage of the duration of pine gall midge damage and decreased thereafter. As the same manner, similarity index value between plots in the same district decreased to a degree and increased thereafter. This was linked admittedly with the increase and decrease of tree species and evenness. Synthesizing above mentioned results, the process of plant succession studied quantitatively by changes of relative density and relative importance value, it can be concluded that Pinus densiflora forest gives way to Genus Quercus forest in which Genus Lespedeza and Genus Rhododendron species become as subdominance species after removal of the Pinus densiflora trees damaged by pine gall midge.

• Journal of Korean Society of Forest Science
• /
• v.54 no.1
• /
• pp.49-59
• /
• 1981

In order to elucidate the process of plant succession of the Japanese red pine forests caused by pine gall midge, Thecodoplosis japonensis, in the area of Chungbuk and Kyongbuk, 12 study plots, 4 plots from each three districts, were set up. Districts A (Cheongwon)not attacked by this insect, as the check, District B(Gumi) in which the insect outbreak occured 5 years ago, and District C(Yeongdong)in which the insect outbreak occured 10 years ago, were sampled. The surveyed were some environmental factors, the number of woody plants, relative density, relative dominance values, species composition of plots by layer(upper, middle and ground), importance values, species diversity, similarity and dissimilarity index, etc. The results obtained are summarized as follows: The accumulation of litter on the ground was increased with the lengthening the insect damage duration. Through the crown opening and litter accumulation, the light intensity, temperature condition and soil moisture and nutrient content might be altered. According to the changes of species composition were forced. In general, the Genus Quercus, as a compensation species, has sprung up. The relative importance values for Q.aliena, Q.serrata, and Q.variabilis were significantly increased in the insect infested forests. 2. the stand structure and species composition of the insect attacked forest about 5 years later after the outbreak become complex and diverse. However, since this time, the simplicity of these regards become restored up to 10 years after the outbreak. 3. As the synthetic analysis of plant succession process, the relative values calculated from the relative density and the relative dominance values shown the dominant status of Genus Quercus in the heavily damaged forests. In addition, Genus Rhododendron and Genus Lespedeza with higher frequency become the ground vegetation components. They were gradually increased along the time elapsing after the insect out-break. 4. The differences in connection with the soil moisture contents, the organic matter contents which might give some influences to the vegetation change were hardly recognizable statistically among the studied plots by three district groups. We estimated that the annual mean precipitation and the annual mean temperature did not operated any meaningful effects on the vegetation alteration among plots between districts.

• The Sea:JOURNAL OF THE KOREAN SOCIETY OF OCEANOGRAPHY
• /
• v.8 no.3
• /
• pp.285-294
• /
• 2003

To select an appropriate sampler for the environmental monitoring survey in coastal waters of Saemangeum, Jeollabuk-do, a macrobenthic sampling was conducted in April 2002. Employed samplers were dredge (type Charcot), a semi-quantitative sampler and Smith-McIntyre (SM) and van Veen grab (VV) as quantitative ones. One haul was tried for dredge and 3 replicates (0.1 ㎡${\times}$3) for SM and W at each of 11 stations. Comparisons of sediment volume in sampler bucket and of precision of biological parameters (i.e., density, biomass, species number and diversity index, H') were made between SM and VV. Sediment volume was significantly different (SM > VV) at p-value of 0.0050 (paired t-test) and, in average, 3 replicate samples of SM and VV satisfied a precision level of 0.2 by applying 4th root transformation. Patterns of observed and expected species numbers and H' were compared. Dredge-VV samples showed higher affinity than any other pair. Several dominant species in the area were underestimated in dredge samples (e.g., polychaete Heteromastus filiformis. Aricidea assimilis etc.). Quantifying the agreement pattern of multi-species responses was accomplished by estimating correlations between similarity matrices. Correlation between dredge and VV was slightly higher, but near-per-fect matches were found in general. Different ranks and composition among principal species lists were presumably linked to the effect of penetration depth that differs among samplers. Lower level of some species' abundance in VV samples (ca. 50％ compared with those of SM) was explained in this context. It seem appropriate to regard the effect as a probable cause of relatively higher correlations in dredge-VV, Overall bio-logica1 features indicated that a better choice could be SM in situations of requiring high data quality. The others work well, however, on observing and defining faunal characteristics and their capability cannot be questionted if we do not expect a first-order quality.

• Korean Journal of Ecology and Environment
• /
• v.39 no.3 s.117
• /
• pp.340-351
• /
• 2006

To reveal physicochemical factors contributing to variation of phytoplankton communities, the study was carried out biweekly at 6 stations from Feb. 2004 to Feb. 2005 in the lower part of the Han River, Korea. As results, water temperature was changed from $0.3^{\circ}C$ to $26.6^{\circ}C$, pH: 6.6${\sim}$9.1, DO: 1.89${\sim}$22.23 mg $L^{-1}$, BOD: 0.38${\sim}$9.20 mg $L^{-1}$, COD: 1.4${\sim}$15.2 mg $L^{-1}$, Conductivity: $62.5{\sim}500.0\;{\mu}s\;cm^{-1}$, SS: 3.00${\sim}$159.3 mg $L^{-1}$, and Chl a $1.7{\sim}71.3\;{\mu}g\;L^{-1}$. Phytoplankton standing crops ranged from min. $3.6{\times}10^2\;cells\;mL^{-1}$ (July 2004, St. 3) to max. $2.3{\times}10^4\;cells\;mL^{-1}$ (Feb. 2005, St. 6), and mean of those varied from $5.9{\times}10^3\;cells\;mL^{-1}$in spring, $2.1{\times}10^3\;cells\;mL^{-1}$ in summer, $4.1{\times}10^3\;cells\;mL^{-1}$ in autumn and $8.5{\times}10^3\;cells\;mL^{-1}$ in winter, respectively. In order to investigate factors influencing the total phytoplankton standing crops a multiple regression analysis was adopted for the correlation between standing crops and environmental factors. The coefficient of determination ($R^2$) value of the regression was 0.465, it showed that environmental factors which predominantly influenced phytoplankton standing crops were water temperature, COD, $NO_2-N$, $PO_4-N$, Discharge and pH. six stations could be divided into 3 groups based on similarity index in terms of environmental factors. In ANOVA analysis for physicochemical and biological factors, water temperature, chlorophyll a, silicate, phytoplankton standing crops were the same group differed little from stations. However, Station 1and 2 were grouped followed in dissolved oxygen, conductivity, COD, nitrite, nitrate, ammonia and phosphate, and Station 3, 4 and 5 were followed in dissolved oxygen, conductivity, pH and phosphate.

• The Korean Journal of Ecology
• /
• v.22 no.3
• /
• pp.145-153
• /
• 1999

Authors report the changes of the community structure and secondary succession after fire in Mt. Samma (333 m). Approximately six ha of the red pine (Pinus densiflora) forest and its floor vegetation were burned and cutted down. The vegetation and soil properties were investigated in the burned and unburned sites from April to October, 1998. The dominant species based on SDR₃ in the burned site were Lespedeza cyrtobotrya (96.87), Quercus serrata (77.90), Cyperus amuricus (46.22) and Miscanthus sinensis var. purpurascens (38.33), whereas the dominant species in the unburned site were Pinus densiflora (100.00) and Q. variabilis (66.10) at the tree layer, Q. serrata (100.00) and Zanthoxylum schinifolium (29.64) at the shrub layer., and Q. serrata (76.30) and M. sinensis var. purpurascens (72.84) at the herb layer. The biological spectra based on SDR₃ were Th-D₁-R/sub 5/-e for the burned and H (M)-D₁-R/sub 5/-e type for the unburned site, respectively. The index of similarity (CCs) between the burned and unburned sites was 0.41. The degree of succession (DS) were 609 for the burned and 1168 for the unburned site, respectively. The species diversity (H) and evenness indices (e) of the burned site were lower than those of the unburned site, but the dominance indices (C) was higher in the burned site. In the analysis of soil properties, pH, the content of NO₃/sup -/-N, available phosphrous, and exchangeable cations (K/sup +/, Ca/sup 2+/, Na/sup +/, Mg/sup 2+/) in the burned site were higher than those in the unburned site, whereas the contents of organic matter, total carbon, total nitrogen and NH₄/sup +/-N were lower in the burned site. The results show that dominant species in the burned site change from Miscanthus-Lespedeza→Lespedeza→Quercus and finally to Quercus forest, and the changes of soil properties also affect the early vegetational succession after fire.

• Korean Journal of Ecology and Environment
• /
• v.53 no.3
• /
• pp.229-240
• /
• 2020

In this study, the results of fish assemblage survey for 16 reservoirs in the Yeongsan·Seomjin-River watershed were presented with fish assemblage characteristics analysis in relation to reservoir size. The survey method including number of sampling sites was followed the "Biomonitoring survey and assessment manual" of the Ministry of Environment/National Institute of Environmental Research (MOE/NIER), and the reservoirs were categorized as three size groups, small, medium or large reservoirs, based on the MOE/NIER as well. Total 13 family classified into 44 species were collected from 2018 (7 reservoirs) to 2019 (9 reservoirs), and the dominant and subdominant species were Hemiculter eigenmanni (Relative abundance, RA, 32.9%) and Lepomis macrochirus (RA, 31.4%), respectively. As a result of the analysis in relation to the reservoir size, the average (±standard deviation) number of species of the small, medium and large reservoirs were 11±2.9, 14.3±2.1, 22.7±0.6, respectively, which showed positive correlation with the reservoir size. Total 6 fish assemblage characteristics(number of species, number of individuals, richness index, herbivorous fish ratio, carnivorous fish ratio, exotic fish ratio) showed significant differences between the each reservoir size groups (P<0.05). As a result of cluster analysis, 16 reservoirs were clustered into 5 groups with 60% similarity, and the each reservoirs seems to be clustered depends on the distance from each other, watershed and their historical geology rather than size. These results are baseline information for the understanding of fish assemblage in Korean reservoirs, important for establishing management policy of reservoirs in the Yeongsan·Seomjin-River watershed.