• Title/Summary/Keyword: consumer characteristic

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Ratiocination for evaluation of mental image -Evaluation leafing to characteristic position of associate image and product elements- (Mental Image의 평가를 위한 추론 -연상이미지에 의한 제품평가를 중심으로-)

  • 송창호
    • Archives of design research
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    • v.16 no.3
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    • pp.59-70
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    • 2003
  • The consumer's feelings toward products is each evaluated and appears in different way that is to say there are various types of motives for deciding a purchase for example, there might be an interesting function and emotional reaction. How is the product image that induces motives like this metaphorized and evaluated to be existing in the mental image. This study inquired into, it by presenting problems conscious of both sides indicated above, the major points associated with image of the product, characteristic positions of product elements and evaluation of the product. To draw out a clear conclusion, first three hypotheses were established and case a study was performed as part of conclusive research for verification of this. The collected data was made, by simple tabulation to represent the overall flow, and based on this, concrete analysis was conducted on the three reserch items. The analysis method weighted on quantitative analysis with consideration to consumer's psychological aspect. As the result, three important conclusions could be drawn out or ratiocination for evaluation of mental image formation.

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Market Segmentation of Converging New Media Advertising: The Interpretative Approach Based on Consumer Subjectivity (융합형 뉴미디어 광고의 시장세분화 연구: 소비자 주관성에 근거한 해석적 관점에서)

  • Seo, Kyoung-Jin;Hwang, Jin-Ha;Jeung, Jang-Hun;Kim, Ki-Youn
    • Journal of Internet Computing and Services
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    • v.15 no.4
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    • pp.91-102
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    • 2014
  • The purpose of this research is to perform the consumer typological study of integrated emerging digital advertisement, where IT and advertisement industry were fused, and to propose the theoretical definition about consumer characteristic which is in need for collection of related market subdivision strategy in perspective of business marketing. For this, the Q methodology, the 'subjectivity' research of qualitative perspective, which discovers new theory by interpreting subjective system of thinking, preference, opinion, and recognition of inner side of respondents, was applied and analyzed. Compared to previous quantitative research that pursues hypothesis verification, this Q methodology is not dependent on operational definition proposed by researcher but pursues for analytic study completely reflecting objective testimony of respondents. For this reason, Q study analyzes in-depth the actual consumer type, which can be found at the initial market formation stage of new service, therefore this study is applicable for theorizing the consumer character as a mean of advanced research. This study extracted thirty 'IT integrated digital advertisement type (Q sample)' from thorough literature research and interviews, and eventually discovered a total four consumer types from analyzing each Q sorting research data of 40 respondents (P sample). Moreover, by interpreting subdivided intrinsic characteristic of each group, the four types were named as 'multi-channel digital advertisement pursuit type', 'emotional advertisement pursuit type', 'new media advertisement pursuit type', and Web 2.0 advertisement pursuit type'. The analysis result of this study is being expected for its value of usage as advanced research of academic and industrial research with the emerging digital advertisement industry as a subject, and as basic research in the field of R&D, Marketing program and the field of designing the advertisement creative strategy and related policy.

A study on the images of self-identity of TV ad. (TV 광고에 나타난 자아 정체성 -크리에이티브 표현의 분석과 그 해석을 중심으로-)

  • Kim Deok-Ja
    • Journal of Science of Art and Design
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    • v.1
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    • pp.227-266
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    • 1999
  • The idea of identification have become a subject of discussion ever since the time man started to contemplate on the meaning and value of his being. However, the concept of identity defined by theorists such as sociologists or cultural historians influence the consumption pattern of the major consumer group, in conjunction with the advent of the mass consuming age. The conflict and mutual realization among variable generations and residential areas of different. consumer levels profoundly affect the formation of the identity of the new generation and the role and experience of women. This series of transit is progressing more rapidly due to the characteristic situation of the expiration of a millenium. Advertising strives to control our interests and ideas on the products we choose to use and affects our identity by manipulating images of successful people. People tend to be influenced more significantly by the mass-culture than by people around them, such as family or friends, in rendering their self?identity; in which process, adopting the identity produced by mass-media and advertising. Such identity is conducted partly of the product identity and the stereotyped image suggested by mass-media. This study bears significance in the attempt to provide actual data and expand the realm of ideas and planning in future advertising through demonstrative analysis of self-identity creative in Korean TV advertising.

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Typology of Time Use of Married Working Women with the Preschool Child(ren) in Korea (미취학 자녀를 둔 기혼 취업여성의 시간사용 유형에 관한 연구)

  • Lee, Sun Myeong;Yeo, Jung Sung
    • Human Ecology Research
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    • v.54 no.5
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    • pp.541-550
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    • 2016
  • This study explored a typology (or time allocation), investigated personal and work characteristic differences among time allocation types, and identified determinants of time allocation types of married working women with a preschool child. The data source for this research was the 2014 Time Use Survey conducted by Statistics Korea. We analyzed 368 time diaries (184 for weekdays and 184 for weekends) using frequency, mean, cluster analysis, chisquare, analysis of variance (ANOVA), Duncan's test, and multinomial logistic analysis. The results of this research are as follows. Time allocation of married working women with a preschool child was classified into three different types of 'work-centered,' 'work-family balanced,' and 'family-centered.' The work-centered type accounted for 14.7% of total respondents, and compared with other types, this type of people spent more time working, and less time doing house-work, caring for family, and having leisure. The work-family balanced type represents more than half of the total, and spend more time working on weekdays and house-working, having leisure on weekends. The family-centered type represents 28.8%, and spends most of the time doing house-work and caring for family on both weekdays and weekends. Occupation, employment status, monthly income, and weekly hours of work were different for each type. Occupation, employment status, perception of lack of time, health condition, and weekly hours of work were identified as determinants for each type.

The Estimation of the Demand Function of Pork Cuts (돼지고기 부위별 수요함수 추정 - 수도권 소비자를 중심으로 -)

  • Nam, Kuk-Hyun;Choe, Young-Chan
    • Journal of Agricultural Extension & Community Development
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    • v.23 no.1
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    • pp.27-37
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    • 2016
  • This paper estimated the demand function of the cuts of pork by using the consumer panel and the weather data from the Korea Meteorological Administration with a log-log model and AIDS model. The results show that the price elasticity of demand for cuts of pork is high in the sequence of arm shoulder, leg, special cuts, tenderloin, blade shoulder. In contrast, spare rib, belly and loin are classified as low price elasticity of demand. The income elasticities of demand for leg and blade shoulder are 11% and 7.6% respectively. The loin is classified as inferior goods, because demand decreases when income increases. The results also demonstrate show that the demand increases highly in the sequence of loin, arm shoulder, spare rib, belly if housewife is older, and the demand of belly increases when family number increases. Belly substitutes every cut except spare rib, and tenderloin substitutes special cuts. Spare rib, on the other hand, does not substitute other cuts. In addition, job status, family member, husband job, purchasing place, consumer characteristic, eating-out times, purchasing time, and weather are statistically significant.

Quality Characteristic and Antioxidant Activities of Majakgwa added Pine Needle Powder (솔잎 분말을 첨가한 매작과의 품질특성 및 항산화 활성)

  • Jin, So-Yeon
    • The Korean Journal of Food And Nutrition
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    • v.26 no.4
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    • pp.646-654
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    • 2013
  • This study was conducted to investigate the effect of pine needle powder on antioxidant activity and the quality characteristics of Majakgwa (Korean traditional cookie). Majakgwa was prepared with different amounts of pine needle powder (in ratios of 0, 3, 6, 9 and 12% to the flour quantity). The antioxidant activity was estimated by DPPH free radical scavenging activity and by the total phenol content in pine needle powder and Majakgwa. For analyzing the quality characteristics, bulk density and pH of the dough, moisture content, volume, color, texture profile analysis and sensory evaluations were measured. The bulk density, volume, total phenol contents and DPPH free radical scavenging activity of Majakgwa significantly increased with increasing pine needle powder (p<0.001), whereas the pH of the dough, L values and b values of the Majakgwa significantly decreased with increasing pine needle powder content (p<0.001). The consumer acceptability score for the 6% pine needle Majakgwa ranked significantly higher (p<0.001) than those of the other groups in overall preference, flavor, taste, crispiness and color. Acid value and peroxide value was lower in Majakgwa with pine needle powder than control. From these results;we suggest that pine needle powder is a good ingredient for increasing consumer acceptability and functionality of Majakgwa.

A Study on On-line Consumer's Shopping Propensity and Satisfaction based on Apparel Product Attributes and Price Attributes (온라인 소비자의 의류 제품 및 가격 속성에 대한 쇼핑성향 차이와 만족도에 관한 연구)

  • Na, Youn-Kue;Suh, Hyun-Suk
    • Fashion & Textile Research Journal
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    • v.10 no.2
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    • pp.164-172
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    • 2008
  • This study explores the attributes of the on-line shopping products and prices, and their effects on the customer satisfaction. In doing so, the sample population has been segmented according to their shopping propensity of consumption on clothing to understand the group differences. Based on the previous researches, the researcher have chosen four important characteristics of the customer's shopping propensity. The number of iteration on factor analysis revealed that the sample population can be classified into three different groups; the convenience/pleasure-seeking group, the fashion/utility-seeking group, and the unconcerned group. The significant group differences resulted on the following study variables; the product assortment, the price rationality, and the value of the price. Also, from the product aspect, the characteristic, the assortment, and the expression in order, explained the significant portion of the Y variance. While, on the aspect of price, the rationality, and information in order, significantly contributed on the customer satisfaction.

Analysis of young adults sentiments about the image of jan brands and awareness of jean brads under the IMCF economic environment (IMF이후의 신세대 진바지 소비자의 감성이미지 면화와 브랜드 인지도 분석)

  • 이훈자;김칠순;임정호;남영미
    • Proceedings of the Korean Society for Emotion and Sensibility Conference
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    • 1998.11a
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    • pp.273-277
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    • 1998
  • The purpose of this study was to develop a large representative data base for jeans marketing strategy. This study was to survey brand awareness and analyze brand image and consumer's seeking image. The 700 questionnaires were distributed and 656 reliable ones were used for statistical analysis. A SAS statistical package including frequency table, factor analysis, analysis of variance, Duncan's multiple range test, Peason's correlation test was used. The results are as follows: 1. Brand awareness involves "brand recall" based on asking a person to name recalled first, and "brand recognition" based on asking to identify brand name from 30 given brands. The result indicated that "Levi" was dominant for brand recall and Guess was dominant for brand recognition. 2. Regarding the brand image, the result showed that "Vov" was best represented for sophisticated 8t trendy brand images, "Storm" for sophisticated brand image, "Jambangee" for reasonable price & comfortable brand images, and "Levis" for classic & design/color brand images. 3. As a result of factor analysis on consumer's seeking image, six factors(characteristic/gay, intelligent/sexy, feminine/sophisticated, active/functional, cute/young, simple/comfortable) were found. Several factors had a relationship with demographic variables, preferred design, fashion interest.

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Quality Characteristics and Antioxidant Activity of Cookies with Stevia Powder (스테비아 분말을 첨가한 쿠키의 품질특성과 항산화 활성)

  • Yoo, Seung-Seok;Hong, Yeo-Joo
    • Korean journal of food and cookery science
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    • v.28 no.6
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    • pp.665-673
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    • 2012
  • The purpose of this study was to propose optimal mixing proportion by adding stevia in powder form, which are low caloric and high intensity sweetener to cookies, and to determine the characteristic of product. It reduced the average sugar content of cookies to 50%, processed stevia powder, add them in 2, 4, 6, and 8% to make cookies and measured various product characteristics, including anti-oxidant activity. The antioxidant activity was highly correlated with the total phenolic composition of stevia cookies (r=0.967). Total phenolic contents and DPPH free radical scavenging activity of cookies significantly increased with increasing stevia powder. The bulk density of the dough, spread factor and the hardness, total polyphenol contents and DPPH free radical scavenging activity of cookies significantly increased with increasing stevia powder, while the pH of the dough, and L values of the cookies decreased with increasing stevia powder content (p<0.001). Additionally, the consumer acceptability scores for the 4% stevia cookie groups ranked significantly (p<0.001) higher than those of the other groups in color, taste, flavor, sweetness and overall preference. All the take together, the results of this study suggest that stevia powder is a good ingredient for increasing the consumer acceptability and the functionality of cookies.

Forecasting Market Shares of Environment-Friendly Vehicles under Different Market Scenarios

  • Bae, Jeong Hwan;Jung, Heayoung
    • Environmental and Resource Economics Review
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    • v.22 no.1
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    • pp.3-29
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    • 2013
  • The purpose of this study is to estimate consumer preferences on hybrid cars and electric cars by employing a choice experiment reflecting the various market conditions, such as different projected market shares of green vehicles and $CO_2$ emission regulations. Depending on different market scenarios, we examine as to which attribute and individual characteristic affect the preferences of potential consumers on green vehicles and further, forecast the potential market shares of green cars. The primary results, estimated by a conditional logit and panel probit models, indicate that sales price, fuel cost, maximum speed, emission of air pollutants, fuel economy, and distance between fuel stations can significantly affect consumer's choice of environment-friendly cars. The second finding is that the unique features of electric cars might better appeal to consumers as the market conditions for electric cars are improved. Third, education, age, and gender can significantly affect individual preferences. Finally, as the market conditions become more favorable toward green cars, the forecasted market shares of hybrid and electric vehicles will increase up to 67% and 14%.