• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.7
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• pp.953-963
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• 2000

This study intended to analyse the factors of brand image and brand image positioning of domestic 20’s female apparel(formal wear) among the consumer groups segmented by benefits sought in apparel and to provide marketing strategy of brand image. The subject of this study were 605 working women in their 20’s living in seoul, and the model sampling was done by convenienced sampling method based on the subjects age and occupation. Survey based on references and former studies was used. and statistical methods such as frequency, percentage, mean, factor analysis, preference regression were applied. The results of this study were as follows. 1. The factor structures of brand image were classified into symbolism/aesthetics, and practicality. 2. Perception, ideal preference vector, and brand preference of brand image were proven to be significantly different among the four segmented consumer groups.

• Science of Emotion and Sensibility
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• v.8 no.2
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• pp.103-115
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• 2005

This research aimed at a clear definition of simplicity and complexity and other elements of product aesthetics and investigated the influence of simplicity/complexity on consumer preference, and balance. The research also made it an objective to find answers to underlying questions of whether there is a relationship between simplicity/complexity, and balance, and if there is, then how is the relationship? and is balance in a product's aesthetics an influential factor? does a relationship exist between consumer preference, simplicity/complexity, and balance? In conclusion, the research process categorized products into groups by use of FCB Grid, and analyze4 each group to establish a prototype which represents the group, then questionnaires where presented to consumers in order to find satisfaction to consumer preference. Also, the research proposes a verification method through design process.

• Journal of Information Technology Applications and Management
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• v.24 no.4
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• pp.93-115
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• 2017

The ability of smartphones to facilitate various services like mobile banking, e-commerce and mobile payments has made them part of consumers' lives. Conjoint analysis (CA) is a marketing research approach used to assess how consumers' preferences for products or services develop. The potential applications of CA are numerous in consumer electronics, banking and insurance services, job selection and workplace loyalty, consumer packaged goods, and travel and tourism. Choice-Based Conjoint (CBC) analysis is the most commonly used CA approach in marketing research. The purpose of this study is to utilise CBC analysis to investigate the relative importance of smartphone attributes that influence consumer smartphone preference. An experiment was designed using Sawtooth CBC Software. 326 students attempted the online survey. Utility values were derived by Hierarchical Bayes (HB) estimation and used to explain consumers' smartphone preferences. All the six attributes used for the study were found to significantly influence smartphone preference. Smartphone brand was the most important, followed by the price, camera, RAM, battery life, and storage. This study is one of the first to use Sawtooth CBC analysis to assess consumer smartphone preference based on the six attributes. We provide implications for the development of new smartphones based on attributes.

• Journal of Families and Better Life
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• v.27 no.4
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• pp.67-80
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• 2009

Most consumers prefer certain brand logos of cosmetics in accordance with their cognized brand image and self image. In other words, consumers select particular brands from various brands in the market based on their image. The purpose of this study is to find out which factors affect a consumer's attention of cosmetic brand logos. The brand logo that has an abstractive image, sign, and brand pursues the consumer who purchases the cosmetic product and image. The semistic analytic method of pierce was used. The major findings are as follow. 1) The image of the logo of a female consumer is a significant difference in the educational level variable. The result compares, according to marital status and educational level, the traditional characteristic from the logo of the image. 2) There is a significant difference in the logo type. It follows the educational level variable in female consumers. The result compares a preference by inserting a picture in the logo. A high preference appears based on age, marital status, occupation, and income. 3) There are significant differences in demographics school register with attitude of the logo. It follows the attitude that appeared about in age. Finally, when examining closely the effects between cosmetics' brand logo and logo's implications, there are significant differences in the income level, educational level, age, and marital status. The feminine consumer tends to prefer accordance between the cosmetics brand logo and the logo's implications.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.5 s.153
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• pp.674-683
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• 2006

The purpose of this study was to examine the effects of T-shirts product type and apparel benefit on consumer preference and purchasing intention. Data for the study were obtained by $3\times2$ mixed factorial design. The subjects were two hundred and thirty college male and female students. The data were analysed by factor analysis, cluster analysis, and ANOVA by using the SPSS program. The results of this study indicated that benefit did not have effects on consumers purchasing intention but significant influences on consumer preference for brand-parody products. For brand-copy products, benefit influenced the purchasing intention, and did not influence the consumer preference. This study suggested that new fashion trends, in association with consumer's benefit, have effects on consumer's purchasing behavior. The result of this study is likely to be useful in planning marketing strategy related to product type and new fashion trends.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.12 no.8
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• pp.3430-3438
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• 2011

The purpose of this study is to set the Korean mandarine quality standards based on consumer preference survey. Until now the Korean mandarine's quality standards has been based on the fruit size. The Korean mandarine's quality in agricultural cooperative, citrus agricultural cooperative federation, and some agricultural corporation has been selected in accordance with its own brand of quality grade using a non-destruction sorting machine. But, setting the Korean mandarine's quality standards has been based on the convenient and routine method rather than the scientific and objective method, consumer's preference. According to the grade contents, the highest grade brand was required more than sugar $12^{\circ}Bx$ and less than acid 1.0% and the following grade brand was required more than sugar $11^{\circ}Bx$ and less than acid 1.0% uniformally. Thus, in this study, based on the consumers' preference of Korean mandarine, 4-level grades of sugar and 4-level grades of acidity were divided into the total 16-level grades. Based on them, 5-level grades were set.

• Journal of the Korean Society of Food Culture
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• v.4 no.4
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• pp.369-374
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• 1989

This study was designed to evaluate the sensory characteristics and consumer preference of dog meat foods as compared with beef ones. The sensory evaluation was conducted by a 10-member trained panel and 109 persons ranging in age from 23 to 59 participated in the consumer research. The results were summarized as follows: 1. The sensory characteristics. 1) In case of the meats boiled in water, it did not show any significant differences between dog and cow's meat in color as well as off-flavor. On the contrary, the other characteristics such as odor, tenderness, juiciness and oiliness of dog meat were evaluated stronger than those of beef. 2) when the meats were cooked as Tang (a kind of soup), the dog meat did not show any significant differences from beef not only in color and off-flavor but also in odor. 2. The consumer preference. 1) It appeared that consumers somewhat preferred beef Tang to dog meat Tang. However, they rated dog meat Tang as the 'neither liked nor disliked' food on an average. 2) Male consumers showed higher preference than female did for the dog meat tang. On the overall, dog meat foods are regarded to have some desirable sensory characteristics and can be acceptable to most people.

• The Research Journal of the Costume Culture
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• v.20 no.5
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• pp.695-708
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• 2012

This study researched consumers' awareness regarding the commercialization of Korean traditional culture through various channels or products. A survey was administered to consumers in the Gyeonggi region(n=322) from June to August 2012. Differences in the importance placed on, and preferences for, attributes of Korean traditional fashion textile and Korean traditional patterns were analyzed according to consumer characteristics. Research results showed that the factors allowing recognition of Korean traditional textile in clothing and fashion accessories were color, pattern, and textile type, in the respective order. Overall, consumers generally perceived higher importance in using the factors of Korean traditional textile in clothing than in fashion accessories. Preferences for Korean traditional patterns differed according to the type of fashion item, i.e., clothing or fashion accessories, and also according to the age and gender of the consumer. Women generally showed a tendency to place higher value on Korean traditional patterns than men. The degree of preference was higher, as well. However, only a minor difference was seen according to pattern type. Women showed a higher preference for plant patterns, literal patterns, and geometric patterns compared with men. The preferred type of traditional pattern was also different according to age. Consumers in their 20s and 40s presented a higher preference for Korean traditional colors when compared with the 30s group. On the other hand, the preference for Korean traditional patterns was higher among consumers in their 40s than those in their 20s or 30s. The results of this study show that the awareness of consumers regarding Korean traditional textile reflected in clothing and fashion accessories differs according to gender or age. Thus, this implies the need to consider the differences in perceived importance and preferences among target consumer groups to develop various fashion products that use Korean traditional fashion textile.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.3 s.162
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• pp.440-450
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• 2007

The purpose of this study was intended to investigate influence of consumer's brand loyalty, competitor's brand price and brand switching intention in condition of discount sale of casual apparel products. The data for the study was obtained through the use of an experimental design which was $2{\times}[2{\times}2]$ mixed factorial design. The subjects were 730 college students. The data were analyzed by cluster analysis, ANOVA, simple interaction analysis and simple main-effect analysis. The following results were founded: First, The results indicated that the 3-way interaction effects among consumer's brand loyalty competitor's brand price and discount on brand switching of casual apparel products. Second, the results indicated that the 3-way interaction effects among consumer's brand loyalty competitor's brand price and discount on consumer preference of casual apparel products. These results indicated that low brand loyalty group on casual products showed high preference and high brand switching on competitors brand when competitor's brand price was lower than preferred brand price and discount type was absolute frame. High bran loyalty group on casual apparel products preferred and switched high competitor's brand when discount type was absolute frame.

• Korean Journal of Human Ecology
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• v.18 no.3
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• pp.749-756
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• 2009

Keeping abreast with the latest consumer's trends, industries are focusing on sensibility aspects of products to meet consumer's needs. The car(?) seat cover fabrics are more closely related to human senses than anything else. This study attempted to investigate which seat cover fabric can give good feeling to consumers and to analyze their characteristics. Twelve kinds of jacquard fabric used for seat cover were selected. The Kawabata Evaluation System was used to measure the mechanical properties of 12 jacquard fabrics, and tactile sensibility(TS), and preference(P) determined by subjective evaluation of 160 participants were also utilized. The stepwise regression analysis was made to select the most significant mechanical properties, and some models for predicting tactile sensibility and preference was developed. The results are briefly summarized as follows: the most important parameter to choose seat cover fabric is a "hygienic property" and the other parameters are 'materials with color fastness', 'compressive property', 'color', 'antibacterial property', 'easy-care property'. The LogSMD, LogB, LC, EM were selected as significant mechanical properties affecting tactile sensibility. Also, the LC, LogB, LogSMD, LogWC, LogMMD were selected as significant mechanical properties affecting preference.