• 유통과학연구
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• 제10권9호
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• pp.13-21
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• 2012

Purpose - Korean traditional markets are falling behind the times, because they have not met the demands of social changes including: an overall improvement in standards of living, shift in purchasing form and propagation of cars. It is one of the most indigenous and conventional foods of Korea, taking a seat far in the corner of Korean traditional culture. Research design / data / methodology - Korean traditional rice cakes however have their limits. They are produced and sold by independent shop owners who cannot compete with the brand power of franchise organizations. The leadership of adminstration is needed for these shop owners particularly in visual merchandising related to interior design and display. Results - Additionally, the advent of major company-run rice cake cafe adds fresh fuel to the problem in addition to small but luxurious packaging. Small business owners need packaging technology for overall quality improvement of sales of rice cakes. Additional help is needed with the mode of packing to promote sales and win consumer confidence. Conclusions - Further assistance with marketing for seasonal displays is needed as well as teaching business owners how to read graphic data. Regular specialized education for visual merchandising of rice cakes could help independent market owners win the competition against franchise-based organizations.

• 한국의류학회지
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• 제29권5호
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• pp.692-702
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• 2005

The purpose of this study was to explore global consumer behavior with fashion products, Korean fashion products, and Korean traditional fashion products (i.e., Han-Bok). Clothing selection criteria for fashion products and Korean fashion products were included as major constructs far the comparison among global consumers based on their nationality. Other consumer behavior variables were shopping place, buying frequency, purchase experience/plan, preferred brand, purchase items, information source, purchasing usage, and the product evaluation of Hanbok. A convenience sample of 236 global consumers was selected for this study. A questionnaire was pilot tested, and the revised questionnaire was used for the interview survey. Descriptive statistics and ANOVA were used for data analysis. Various nationality were existed such as Europe, North America, Japan, China, South East Asia. The results indicated that the most important criteria for fashion buying were design, fit, and size in order. Fit, size, and color item from buying criteria were significantly different among global consumers by nationality. Country of origin was found as less important factor among global consumers. Department store was most favorable shopping place, and once a month is the most mentioned category in buying frequency. Preferred brands were Levi's, Polo, Gucci, and Prada, etc. Secondly, regarding the evaluation of Korean fashion products, textile quality was highly evaluated. Significant difference except design/style category were existed among global consumers by nationality. Thirdly, regarding the evaluation of Hanbok, the product evaluation of Hanbok highly represented as special event clothing, unique image, beautiful details and oriental beauty in order. Significant difference in good quality of textiles, oriental beauty, coordination with good colors and fabrics, beautiful details and unique style and design were existed among global consumers by nationality. Managerial implications were discussed.

• 한국지역사회생활과학회지
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• 제15권4호
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• pp.127-136
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• 2004

Local fairs are often part of the economic development strategy of rural areas. This study aims to find out marketing strategies for promoting the sales of regional specialty products through local festivals in rural Korea. The data were collected in late 2003 (from a sample of interviews and surveys from 351 visitors. The data were analyzed using the SPSS computer program. The results were as follows; First, the factors that visitors were considered in purchasing were quality (49.5％), commemorative value (36.9％), and reliability (33.0％). And the top reasons cited for not buying were lack of distinction (45.1％) and high prices (26.6％). The discount rates expected in markets was 16.8％. Second, 49.8％ of visitors has spent over 10,000 won and their purchase pattern has been for themselves and their family. Third, the public organizations for certi(ication for visitors were the National Agricultural Cooperative Fedration (37.9％) and the Ministry of Agriculture and Forestry (MAF) (22.5％). In conclusion, it was important for local stakeholders to provide more locally-manufactured, seasonal and traditional food, and to plan more locally characteristic events for their fairs. Further recommendations have included having a guide showing pricing and quality standards for products bought at rural fairs, developing product ideas for inducing impulse purchases, active promotion and marketing at event sites, and setting a standard system of warranties on products under the certification of the local authorities and with the financial support of the MAF Such recommendations were aimed at increasing the sale of traditional and regional specialty products at local festivals.

• Journal of Dairy Science and Biotechnology
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• 제40권1호
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• pp.35-47
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• 2022

The taste preference for cheese is primarily dependent on an individual's habitual experience, such as personal memories since childhood. Cheese is not a traditional food in Korea, and therefore, the liking of cheese is acquired mainly through the exposure to European natural cheese by frequent travels rather than habitual experience. Although Korean dairy farms started the production of European style natural cheese because of surplus milk undulation, yet its demand has been consistently increasing in the last decade. Most of the mountain cheese variety in Europe are produced during the summer season on mountain pastures, especially in countries surrounded by the Alps. Nevertheless, not only consumers but also mountain cheese producers cannot comprehensively explain the differences in the nutritional properties of the milk from cows that grazed on mountain pasture and cows that were raised indoors. As the demand for cheese consumption is steadily increasing in Korea, it is necessary to study the effects of providing marketing information regarding the health conditions and rearing system of dairy cows in relation to the nutritional composition of cheese. In addition to the marketing focus on health-promoting unsaturated fatty acid composition of milk and cheese, the relationship between providing the marketing information on the raising environments of cows and the overall liking of mountain cheese were also investigated.

• 한국의류학회지
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• 제41권4호
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• pp.698-708
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• 2017

How consumers perceives Korean heritage is the most essential motivation to purchase traditional products. This study investigates if there is a difference in the value perception of traditional culture on preferences for and the long-term relationship of Hanboks. It also investigates differences in the preference and consumption behavior of Hanboks depending on the degree of experience for Hanbok. For this research purpose, data were collected from 745 residents between the ages of 20-60 in the Seoul and metropolitan areas through online and offline surveys. The data were analyzed by descriptive statistics, factor analysis, and path analysis, using the SPSS-WIN 20.0, AMOS 20.0 program. The value recognition toward traditional culture derived aesthetic and symbolic factors. The result of grouping according to the experience of the Hanbok indicated that the two groups of traditional cultural values influenced preferences for Hanboks. In the middle group, only the symbolic value had a significant influence on the preference of Hanbok. It was found that the less experienced group had no traditional culture value factor which had a significant effect on the preferences for Hanboks. Based on the results of this study, it is expected to be used as basic data to establish a marketing strategy to increase the preferences for traditional culture such as Hanboks by increasing various traditional culture experiences as well as Hanboks.

• 감성과학
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• 제10권3호
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• pp.491-502
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• 2007

범주화는 제품디자인에 있어서 매우 중요하다. 범주화의 유형에 따라 소비자의 감성이 다르고 감성의 차이에 따라 디자인 컨셉이 다르며 이에 따라 디자인요소가 다르게 배합되어야 하기 때문이다. 특히 요즘처럼 제품라인이 확대되어 제품의 차별화가 모호한 경우에는 범주화과정이 필요하다. 즉 감성의 유사성 정도를 바탕으로 정확한 범주를 정하고 컨셉화하여 소비자 지향적인 디자인을 제공해야 하는 것이다. 본 연구는 특정의 제품범주(장류) 안에 유사한 하위범주(고추장, 된장, 청국장, 쌈장, 간장)를 구성하고 있는 각 제품에 대한 소비자의 감성이미지를 추출하고 그 유사성정도를 바탕으로 범주를 결정하여 디자인방향을 어떻게 결정해야 할지를 제시하는 데 목적이 있다. 본 연구를 통해 살펴본 결과, 장류는 선호하는 이미지로부터 차별화되어있지 않다는 것을 알 수 있다. 장류에 대한 감성 이미지 조사에서, "웰빙의", "감칠맛나는"의 감성 이미지는 선호에 긍정적인 영향을 미치는 반면, "지저분한", "냄새나는"의 감성 이미지는 선호에 부정적인 영향을 미치는 것으로 나타났다. 따라서 우리는 장류제품을 개발할 때 "감칠맛 나는"과 같은 긍정적인 감성이미지는 부각시키고, "지저분한" 이미지와 같은 부정적인 감성이미지를 제거할 수 있는 디자인 및 마케팅 전략을 제안한다. 본 연구는 학문적 측면과 실무적 측면에서 제품디자인에 대한 다양한 통찰력을 제공할 것이다.

• Journal of Evidence-Based Herbal Medicine
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• 제1권2호
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• pp.7-16
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• 2008

The main purposes of this study investigate as a cultural brand Oriental Medicine Cosmetics which has identification what images building up and which brand strategies are enforced refer to brand images of market. Follow this purpose, we want to investigate a concept of "Oriental Medicine Treatment" can become a brand or not through the Cosmetics. According to this purpose, we want to investigate that a concept of "Oriental Medicine" will be able to be Brand through the cosmetics. The Brand is emphasized the cultural value more than price and quality of the product. In case of "Oriental Medicine Cosmetics", above-mentioned fact is more important. Because "Oriental Medicine Cosmetics" is hard to divide into it's physical property and cultural character. What we want to comprehend through this investigation is, point out limitations of traditional marketing and the strategy of brand marketing which is possible to apply both the character and the history of "Oriental Medicine Cosmetics". Most important facts for this model, first, search for intermediately meanings for identification of "Oriental Medicine Cosmetics". Second, make a detailed plans after included the strategy of marketing communication at the inner part of cultural meanings. Should have done that, brand strategy and public relation tactics are composed in order identifiably with cultural. Finally, brand selling is able to move through the dimensional class. But it is necessary powerful mega brand for making a different level exceeding it's class.

• 지능정보연구
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• 제9권1호
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• pp.179-193
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• 2003

군집화(clustering)는 주어진 객체들 중에서 유사한 것들을 몇몇의 집단으로 그룹화 하여 각 집단의 성격을 파악하는데, 실제적으로 각 객체가 유사한지 그렇지 않은지를 측정할 수 있는 도구가 필요하다. 기존의 군집화에서 객체간에 유사하다는 의미는 각 군집(cluster)안에 있는 객체들이 같은 속성 값이 많으면 많을수록 객체간에 유사성이 높아 유사도가 높은 객체끼리 군집을 이루게 된다는 것을 의미했다. 그 중에서도 범주형 속성을 갖는 군집화는 같은 속성 값이면 1, 서로 다르면 0으로 표현하여 유사성을 측정하는 방법이다. 제안된 알고리듬은 속성 값을 0과1로만 표현하는 것에 대한 문제점을 제시하고 서로 다른 속성이라도 속성간에 친밀한 관계가 있다는 개념을 도입하여 어느 정도 유사한 지를 보여준다. 같은 객체간에 같은 값을 갖는 속성이 하나로 없더라도 구해진 유사도에 의해 유사한 개체끼리는 하나의 군집이 될 수 있는 알고리듬을 만든 후 그 군집에 속해 있는 고객들의 니즈와 구매 선호도에 따라 적절한 타겟 마케팅(Target Marketing)을 할 수 있다.

• 농촌계획
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• 제20권3호
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• pp.45-53
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• 2014

This study classifies the types of visitors to experiential fishing villages and analyses the features and target marketing strategies by categorical groups. Seven factors are extracted by Factor Analysis and the results of Cluster Analysis indicate the classification of five groups. The first group puts emphasis on the family connection, so family centered facilities and programs are necessary. The second group is composed of surrounding area residents whose purpose of visit is unclear. So environmentally friendly village development programs to encourage local patriotism are necessary. The third group puts emphasis on the necessary facilities and programs for experiencing the fishing village and traditional play, etc. The fourth group emphasizes programs related with the region and the means to satisfy visitor's aesthetic desires. Finally, the fifth group aims at various desires that are generally felt in experiential fishing villages. So this group requires marketing strategies from the public point of view. The existing research mostly surveys rural tourism villages, but this study highlights the difference in dealing with fishing villages as opposed to rural villages, from the perspective of industry and settlement.

• 한국조경학회지
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• 제32권4호
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• pp.71-82
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• 2004

During the IMF period the unsold of apartment housing was significantly increased due to financial problems. Apartment constructors had to severely struggle with fund problems and even some of them were bankrupted. Due to this fact, they had to find new marketing strategies to sell the apartment complexes even with low margins. One of the solutions was that housing companies could present a distinctive and outstanding outdoor space in apartment complexes. The purpose of this study was to investigate such differentiated marketing strategies by reviewing the apartment housing advertisements during the IMF period. The major findings through this study were as follows: 1. During the IMF period housing companies presented a distinctive and outstanding outdoor space in apartment complexes. In 1999, which was the peak of the IMF impact, there were frequent advertisements for apartment housing in daily newspapers. 2. Daily newspapers had been mostly used for advertising the apartments. A thorough review of them is very valuable in investigating differentiated marketing strategies of the outdoor space in apartment complexes. 3. The main theme of differentiation of outdoor space can be summarized as : Emphasis of the importance of healthy life, application of environment-friendly facilities, and use of traditional korean style elements in apartment complexes.