• Asia Marketing Journal
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• 제14권4호
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• pp.1-22
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• 2013

A growing gap between market needs and the capabilities of the enterprise prompts repositioning (Corstjens and Dolye 1989). This article examines the strategic repositioning of 'Korando Sports' undertaken by SYMC throughout the period from Jan. 2012 to Jun. 2012, to boost sales volume and market share by entering market of active-lifestyle consumers currently occupied by SUVs. SYMC's experience indicates that it is essential to close the gap between the market needs and the ability of the enterprise to make a shift to new consumer segment with a new positioning. The successful repositioning framework(Ryan et al. 2007) were employed in this paper. This framework is comprised of six elements: core strategic values, strategic flexibility/learning capabilities, customer awareness and sensitivity, external orientation, management commitment, and belief in the product and brand. The evaluation based on the successful framework also confirms that 'Korando Sports' case meets all the requirements of the successful strategic repositioning. This paper provides some of the managerial implications with aim of assisting executives in identifying strategic repositioning opportunities. Primarily, the 'Korando Sports' case affirms the repositioning as a viable strategy and indicates that repositioning is a feasible means for strategic change. Second, this case shows the influence of a target consumer and SYMC's repositioning to follow consumer preference for a particular attribute. Moreover, we can understand how a product formerly considered weak in attributes can enjoy benefits in other segments with the same attributes.

• 한국의류산업학회지
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• 제13권2호
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• pp.186-193
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• 2011

The purpose of this study was to investigate the consumer buying behavior on rash guard for marine sports. Survey data collected from 105 men in activities of marin sports were analyzed by descriptive statistics, chi-square test, correlation analysis. The results of this study were as follows. First, the age showed a positive correlation in activity carrier. The 64.8% of subject enjoyed primarily the marin windsurfing sport. Second, the buying place was different according to the age group and activity carrier. Domestic brands were lower preference than foreign brands. And there was difference between the domestic and foreign brands in design and wearable sense. The coordinates of rash guard were to pursuit the overall beauty, considering the functional and physical protection. Therefore, it is necessary for the domestic brands to develop the products competing with the foreign brands.

• 패션비즈니스
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• 제20권2호
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• pp.1-15
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• 2016

Currently, a lot of people are aware of their health and well-being, so they are concerned about their healthcare. 'Taekwondo' is one of the popular sports that Korean people are passionate about Taekwondo has also become globalized. The uniform of Taekwondo is gaining importance. Taekwondo involves a lot of movement, hence the pattern should facilitate the movement. In addition Taekwondo uniform pattern should meet the demands of functionality, fit and consumer design preferences. This study aimed to provide the basic data for development of Taekwondo uniform pattern based on design preferences and functionality to wearer satisfaction. The result of this method indicated fit and design details. Also, the length of pants, top, and sleeve was too wide, which has to more fitted for both of genders. For females, the breakpoint was too low, which requires some increase to make females feel more secure. In conclusion, the results of this study indicated that in order to increase 'Takwondo' value, Taekwondo uniform is required to be more fashionable and comfortable to wear, which could influence other sports wear.

• 한국의류산업학회지
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• 제22권2호
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• pp.209-221
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• 2020

Recently, following the commercialization and market entry of smart clothes with diverse functions, smart clothes have been changing from technology-centered products to user-centered products. However, the analysis of consumer demand centered on actual commercialized products is lacking. Therefore, this study classified commercialized smart clothes by function and analyzed the demand and requirements of smart clothes according to sports/outdoor clothes consumption behaviors. As a result, consumers were classified according to their sports/outdoor clothes consumption behaviors into an outdoor leading group with high consumption propensity, an outdoor pursuit group with medium consumption propensity, and an outdoor following group with low consumption propensity. Among the commercialized smart clothes, those with a heartbeat measuring function, those with a heating function, and those with a light-emitting function were presented and demand analysis was conducted. According to the results, the outdoor leading group and the outdoor pursuit group had higher levels of awareness, preference, and purchase intentions than the outdoor following group. In addition, the outdoor leading group showed the highest level of purchase price acceptance while the outdoor following group showed the lowest level of purchase price acceptance. However, this study has a limitation that the acceptance for smart clothes were analyzed with consumers who had experience in sports outdoor clothes consumption. Therefore, in future, studies will be conducted with a wide range of consumers.

• 한국주거학회논문집
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• 제11권1호
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• pp.79-87
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• 2000

The objectives of this study are to identify life style of X-generations in seoul, and to examine housing preference of X-generations. Data was collected through self-administered questionnaires for this study and the cases of four hundred and sixty one were analyzed. The major findings are as follows:There were four major types of X-generations want to reside in 102-135㎡ (30-40pyung) housing size. They want the specific space for leisure, working, interest, computer, sports, dressing, etc. They prefer L-DK type, kitchen furniture of a island shaped work center. X-generations consider facilities of apartment very important. They want to have automatic and high quality facilities. Housing preference differed significantly according to the socio-demographic variables and the types of life style of X-generations.

• 한국응용과학기술학회지
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• 제39권4호
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• pp.507-516
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• 2022

본 연구의 목적은 좌우 방향의 회전 후 직립자세 시 압력중심과 근전도 분석을 토대로 회전선호도가 신체 안정성에 미치는 영향을 알아보고자 하였다. 연구의 대상은 오른쪽 손과 발의 편측선호도가 높은 대상자 16명으로 3가지 회전방향 조건(QS: 직립자세, LT: 왼쪽 10바퀴, RT: 오른쪽 10바퀴)을 수행하였다. 회전 후 직립자세 시 안정성을 평가하기 위하여 압력측정판과 근전도를 이용하여 결과를 도출하여 분석하였다. 연구결과로 모든 압력중심 변인은 QS보다 LT, RT가 크게 나타났지만, 회전방향에 따른 차이는 보이지 않았다. 근전도 결과는 좌우 비복근에서 회전방향에 따라 RT가 QS보다 근활성도가 크게 발생되었다. 결론적으로 대상자가 모두 오른쪽 측면선호도가 높았지만 압력중심에서는 회전선호도의 영향이 없었고, 비복근에서는 회전선호도의 영향이 나타났다.

• 한국정보통신학회:학술대회논문집
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• 한국정보통신학회 2014년도 춘계학술대회
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• pp.413-416
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• 2014

최근 전 세계적으로 사회적 여건 변화와 소비자의 욕구 변화에 따라 여가 중심으로의 가치관이 변화하면서 다양한 레저스포츠의 수요가 점차 증가하고 있다. 특히 여름철 수상 레포츠에 대한 관심과 참여율이 증가하고 있는 실정이며, 정형화되어있는 수상레저용 보트의 다양한 선체 디자인에 대한 욕구도 증가하고 있다. 따라서 본 논문에서는 소비자들의 선체 디자인에 대한 다양한 욕구의 변화에 적극적으로 대응할 수 있도록 협력적 필터링 기법을 이용한 수상레저용 보트 디자인 설계를 위한 추천시스템을 개발하고자 한다. 이를 위하여 소비자 설문조사를 통해 보트 디자인 관련 감성을 선정하고, 요인분석과 평가로 감성을 도출하여 고객 감성 선호측면에서의 보트 디자인 배열을 제시하였다. 또한 사용자의 선호도를 반영한 보트 디자인에 따른 감성 어휘 선정을 위해서 보트의 선체, 바디, 추진 장치 등의 요소에 따라 분석하여 사용자의 선호도에 맞는 수상레저용 보트 모델을 제시하였다.

• 한국의상디자인학회지
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• 제1권1호
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• pp.127-139
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• 1999

The purpose of this study was to understand the preference of fashion materials according to the degree of consciousness and satisfaction of body. A survey was conducted using the randomly selected 439 woman students in the twenties. The consciousness variable had three levels which were lean, medium, and obese shape for each whole, upper and lower body with self-consciousness. Also, satisfaction variable had three levels which were satisfying, average, and unsatisfying group. We analyzed the data using analysis of correlation, crosstabulation analysis, and analysis of variance including Duncan multiple test. The results were as follows: 1) There was the positive correlation between height, leg, and arm length, and each variable, and the negative correlation between back, hip, thigh, waist, lower leg, ankle, and upper arm, and each variable. Also, we could observe the pattern that the larger the head or the more the weight was, the lower the satisfaction of body was. 2) There were no strong correlation between breast and hand size and each variable. From the crossed classification, we could observe the trend that the smaller the breast was, the lower the satisfaction of body was. 3) There were the strong correlation between whole and upper body in consciousness degree and between whole and lower body in satisfaction. 4) The consciousness of the whole body was shown lean shape 23.4%. medium shape 49.2%, and obese shape 27.2%. For the satisfaction degree of the whole body, satisfaction was shown 6.8%, average 41.7% and unsatisfaction 51.4%, so the satisfaction group is very small. 5) From the analysis for the consciousness degree of the whole body, the preferred fashion materials were polyester and acetate in casual wear, linen, polyester, acryl, T/W, and polyurethan in formal wear, and cotton, nylon, TIC, and T/W in sports wear. There was significant difference in casual wear, formal wear, and sports wear, but, not in underwear and accessories among he consciousness groups. 6) From the analysis for the satisfaction degree of the whole body, the preferred fashion materials were linen, silk, and acetate in casual wear, cotton in underwear, polyurethane in formal wear, and nylon in sports wear. There was the significant difference in casual wear, underwear, formal wear and sports wear, but, not in accessories among the satisfaction groups.

• 농촌계획
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• 제21권4호
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• pp.115-125
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• 2015

This study is to analyze the preference of experiential activities and behavioral intention on rural tourism, with special focus on parents group of elementary students. The result can be utilized as basic data for demanding aspect of rural experiencing tourism. Two-step questionnaire survey was conducted, during May to July, 2915. Sample group was selected at 4 elementary school in Daegu city. 347 valid responses were analyzed with SPSS. Major results are as follows. Firstly, suggested model for 23 experiential activities in 7 types, were verified as valid by verifying factor analysis. Factor 1 was verified and named as 'Rual Life Experience', Factor 2 was verified and named as 'Health/Healing Experience', Factor 3, as 'Agricultural Product Experience', Factor 4, as 'Eco-Cultural Experience', Factor 5, as 'Leisure/Sports Experience', Factor 6, as 'Traditional Wellbeing Food Experience', and Factor 7, as 'Traditional Culture Experience'. All 7 factors explained 75.39% of total variance. Secondly, mean score of preference by each activity showed high in 'Health-care experience', 'Traditional food experience' and comparatively low in 'Collecting experience', 'Agricultural experience'. Thirdly, all 7 types(factors) of experience showed significant affecting relation to satisfaction, intention to participation and recommendation. Specially, 'Eco-Cultural Experience' and 'Rural Life Experience' showed high affecting relation. This could be the characteristics of parents group of elementary students.

• 패션비즈니스
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• 제11권3호
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• pp.87-96
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• 2007

The purpose of this study is to analyse the characteristics of style, color and items of street fashion in Harbin. This kind of study will contribute to the understanding the preference of fashion in northeastern area, thereby, affording a fundamental resources for the strategic establishments of design and marketing in Korean brand launching into China. The results of this study are as follows. The preferred fashion style is casual one, rather than formal one. The order of preference in casual wear is character, jean and sports casual. In the view of color, preference in top color is, white, black, brown and pink. In the bottom, it is blue, white, black and brown. In one-piece, it is white, blue and brown. Throughout all items, the most frequently founded color is white, which might be ascribed to the seasonal influence of summer. The Chinese specific preference of color could not be observed. In aspect of items, the one-piece takes the proportions of more than half of the all the items. The typical details of one-piece dress are irregular hemline and asymmetrical line. While knee length takes proportion of 70%, in item of skirt, the full length is 46.8% in frequency for pants. In one-piece, knee length is 80% amounted as first rank, followed by midi and mini.