• Journal of the Korean Society of Food Science and Nutrition
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• v.44 no.12
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• pp.1865-1872
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• 2015

This study attempted to investigate consumer perceptions and attitudes towards reducing sugar intake by providing data to develop guidelines for the government and food-related industries to encourage Korean consumers to maintain appropriate levels of sugar intake. A survey was conducted on 238 adult consumers regarding their purchasing power for products with high sugar content in Seoul and Bundang, Gyeonggi area from September 1~30, 2013. Nutritional information on sugary products had a greater impact than media and others' recommendations on consumer awareness regarding need to reduce sugar intake. External factors such as health and weight control were stronger reasons for consuming reduced amounts of sugar or sugar-free products than internal factors such as sweetness. However, internal factors-such as taste-did not have a greater effect on consuming reduced amounts of sugar or sugar-free products than environmental factors-such as absence of purchase channels. Consumers indicated higher acceptance for 50% reduction in sweetness of existing commercial products. Regarding methods of lowering sugar intake, sugar replacement and reducing sugar consumption both generally and at home were preferred. In addition, consumers were likely to pay 10~14% more for sugar-reduced products than for existing products. Overall, consumers expressed positive attitudes towards reducing sugar intake in the future, although those in their twenties tended to be more passive than other age groups.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.8 no.3
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• pp.53-65
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• 2013

In Korea recently the consumption of coffee has been drastically increased and majority of people who are more than $20^{th}$ are drinking more than a cup of coffee every day. Nowadays coffee a kind of essential items in modern urban society. As the popularity of the coffee is increasing, As the coffee consumption is growing, the studies on coffee also have been increased. Many of the studies on coffee were focused on the consumer attitudes, coffee shops and franchise coffee shops, and coffee components or ingredients. As the products of the coffee are becoming diverse, the consumers of coffee also becoming diverse. There was a study showing that coffee has variety of types, and that motivations and attitudes for coffee consumption are different depend on demographic statistics such as age and life styles. On this study main focus was life style and consumer's motivation on coffee consumption. For this study the survey was conducted on the people living in Seoul City and Kyengkido from March 1, 2013 to March 31, 2013. 600 questionnaires were distributed and 480 were collected and 470 were used for analysis of this study. The statistics program used in this study was SPSS. The method used in the analysis wee factors analysis test, reliability test, validity test, t-testy, One-Way ANOVA, and regression analysis. In this study according to the factor analysis, the life styles were classified the following six categories ; wellbeing pursuit, taste pursuit, atmosphere pursuit, dine-out pursuit, instant pursuit, and economic value pursuit. The factors of coffee consumption motivation were 6; wellbeing consumption motivation, changing mood consumption motivation, social consumption motivation, habitual consumption motivation, and emotional consumption motivation. The demographic factors used in this study were age, marital status, occupation, educational background, residence, income, and eating-out expenses. The hypothesis used in this study were two. The first hypo-thesis was whether the coffee consumption was affected by the life styles. The second hypo-thesis was whether there was any statistical differences on the motivation of coffee consumption according to the characteristics of life style. The outcome of this study demonstrated that life styles had partial impact on coffee consumption motivations. According to the characteristics of the life style, except for the habitual consumption motivation, all the other factors showed statistical differences on coffee consumption motivations according the characteristics of life styles.

• Food Science and Preservation
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• v.16 no.4
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• pp.579-589
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• 2009

We focused on the condition of washed, fresh ginseng in the market and analyzed consumer attitudes to the product to improve the consumption of fresh ginseng. A preference for fresh ginseng was high among every age class, and was particularly notable in older individuals. Fresh ginseng was usually eaten as ginseng chicken soup, mostly in summer and winter, and as a valuable health food, rather than because of desirable qualities of taste or smell. A total of 66.5% of those surveyed reported that they had purchased fresh ginseng, mostly from big discount stores. Such stores were preferred as outlets owing to a reputation for quality and shopper convenience (the stores were located near interviewees' homes). More than 70% of purchasers emphasized that they chose to purchase in department stores and traditional markets owing to the reputation for quality of such sources. Most consumers considered quality to be a prime element in purchase decisions. A total of 32.9% of those surveyed had bought washed fresh ginseng to give as a gift to a friend. Of those surveyed, 67.1% had never bought washed fresh ginseng. The following reasons were proposed to explain the preference for purchase of ginseng with attached soil. Most consumers (40.2%) thought the soil was a reflection of quality. Those who preferred washed fresh ginseng considered that the material was hygienic and convenient to store. When questioned about their intention to buy washed fresh ginseng, 55.0% of consumers replied in the affirmative and 17.1% in the negative. When consumers were asked whether they would be willing to pay an additional charge for the washing and packing of fresh ginseng, 58.8% answered in the affirmative.

• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.15-26
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• 2010

Due to the globalization across various industries and cultural trade among many countries, oriental concepts have been attracting world’s attentions. In fashion industry, one's traditional culture is often developed as fashion theme for designers' creation and became strong strategies to stand out among competitors. Because of the increase of preferences for oriental images, opportunities abound to introduce traditional fashion goods and expand culture based business to global fashion markets. However, global fashion brands that include Korean traditional culture are yet to be developed. In order to develop a global fashion brand with Korean taste, it is very important for native citizen to accept their own culture in domestic apparel market prior to expansion into foreign market. Loungewear is evaluated to be appropriate for adopting Korean traditional details into clothing since this wardrobe category embraces various purposes which will easily lead to natural adaptation and wide spread use. Also, this market is seeing an increased demand for multipurpose wardrobes and fashionable underwear (Park et al. 2009). Despite rapid growth in the loungewear market, specific studies of loungewear is rare; and among research on developing modernized-traditional clothing, fashion items and brands do not always include the loungewear category. Therefore, this study investigated the Korean loungewear market and studied consumer evaluation toward loungewear with Korean traditional fashion design elements. Relationship among antecedents of purchase intention for Korean traditional fashion design elements were analyzed and compared between lifestyle groups for consumer targeting purposes. Product quality, retail service quality, perceived value, and preference on loungewear with Korean traditional design elements were chosen as antecedents of purchase intention and a structural equation model was designed to examine their relationship as well as their influence on purchase intention. Product quality and retail service quality among marketing mixes were employed as factors affecting preference and perceived value of loungewear with Korean traditional fashion design elements. Also effects of preference and perceived value on purchase intention were examined through the same model. A total of 357 self-administered questionnaires were completed by female consumers via web survey system. A questionnaire was developed to measure samples' lifestyle, product and retail service quality as purchasing criteria, perceived value, preference and purchase intention of loungewear with Korean traditional fashion design elements. Also, loungewear purchasing and usage behavior were asked as well in order to examine Korean loungewear market status. Data was analyzed through descriptive analysis, factor analysis, cluster analysis, ANOVA and structural equation model was tested via AMOS 7.0. As for the result of Korean loungewear market status investigation, loungewear was purchased by most of the consumers in our sample. Loungewear is currently recognized as clothes that are worn at home and consumers are showing comparably low involvement toward loungewear. Most of consumers in this study purchase loungewear only two to three times a year and they spend less than US$10. A total of 12 items and four factors of loungewear consumer lifestyle were found: traditional value oriented lifestyle, brand-affected lifestyle, pursuit of leisure lifestyle, and health oriented lifestyle. Drawing on lifestyle factors, loungewear consumers were classified into two groups; Well-being and Conservative. Relationships among constructs of purchasing behavior related to loungewear with Korean traditional fashion design elements were estimated. Preference and perceived value of loungewear were affected by both product quality and retail service quality. This study proved that high qualities in product and retail service develop positive preference toward loungewear. Perceived value and preference of loungewear positively influenced purchase intention. The results indicated that high preference and perceived value of loungewear with Korean traditional fashion design elements strengthen purchase intention and proved importance of developing preference and elevate perceived value in order to make sales. In a model comparison between two lifestyle groups: Well-being and Conservative lifestyle groups, results showed that product quality and retail service quality had positive influences on both preference and perceived value in case of Well-being group. However, for Conservative group, only retail service quality had a positive effect on preference and its influence to purchase intention. Since Well-being group showed more significant influence on purchase intention, loungewear brands with Korean traditional fashion design elements may want to focus on characteristics of Well-being group. However, Conservative group's relationship between preference and purchase intention of loungewear with Korean traditional fashion design elements was stronger, so that loungewear brands with Korean traditional fashion design elements should focus on creating conservative consumers' positive preference toward loungewear. The results offered information on Korean loungewear consumers' lifestyle and provided useful information for fashion brands that are planning to enter Korean loungewear market, particularly targeting female consumers similar to the sample of the present study. This study offers strategic and marketing insight for loungewear brands and also for fashion brands that are planning to create highly value-added fashion brands with Korean traditional fashion design elements. Considering different types of lifestyle groups that are associated with loungewear or traditional fashion goods, brand managers and marketers can use the results of this paper as a reference to positioning, targeting and marketing strategy buildings.

• Culinary science and hospitality research
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• v.20 no.2
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• pp.183-198
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• 2014

This study aims to suggest useful information for tteokbokki franchise businesses to enter foreign markets by market testing and surveying preferences of foreign consumers with various kinds of tteokbokki. For this research, a survey was conducted from July 16 to August 20, 2012, targeting the people who live in Beijing, Tokyo, Singapore. The data was collected and analyzed using SPSS for Windows Version 18.0. The relationship between the general details of consumers and the results of the market test were analyzed using canonical correlation analysis. Research results and utilization plans are expected to use for improving the image of the country and ripple effects on exporting agricultural and fishery products, along with the effect of increasing spread of overseas personnel export and domestic Korean overseas supply of cultural content. Nurturing restaurant franchise business, creating jobs, and contributing to the increase in the income of the rural economy are also expected. Fermented tteokbokki franchise business should create new added value. The development of fermented tteokbokki will build a new culture of consumption, expand consumption, academic cooperation and joint technology development, and activate employment linked. Consequently, it is necessary to understand eating habits of local consumers from a variety of perspectives such as texture, taste, and colors of sauce when globalizing Korean food.

• Journal of Microbiology and Biotechnology
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• v.27 no.10
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• pp.1736-1743
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• 2017

Sourdough is made by fermentation of dough by lactic acid bacteria (LAB) and yeast to improve bread properties like volume, flavor, and texture. A Korean traditional sourdough was made by fermenting rice flour with rice wine (makgeolli) and used to make sponge-like bread (jeung-pyun). The aim of this study was to investigate the microbial diversity of makgeolli products and their influence on the organoleptic quality of jeung-pyun. Three commercial makgeolli were tested for jeung-pyun production, with each product exhibiting varied dough swelling rates and organoleptic qualities, and among them, J-product was ranked highest in texture and taste. Microbial analysis of the three makgeolli also showed a big difference in their population and diversity. J-product had the highest LAB and yeast counts, and the predominant species were Lactobacillus casei, Lactobacillus brevis, Leuconostoc pseudomenteroides, and Saccharomyces cerevisiae. Using J-product, sourdough was fermented at $25^{\circ}C$, $30^{\circ}C$, and $35^{\circ}C$, and the microbial growth in and textural properties of jeung-pyun were examined by instrumental and sensory tests. At high temperature ($35^{\circ}C$), the rates of dough swelling and acidification were fast due to rapid microbial growth mainly caused by LAB, resulting in a short leavening time and soft and sour jeung-pyun. Sensory tests showed consumer preference for the soft and mild-sour jeung-pyun. This study shows that LAB in makgeolli play key roles in production of jeung-pyun, influencing the textural and sensory properties. For the production of high-quality jeung-pyun, development of LAB starters with high gas productivity and low acidity and establishment of an optimal fermentation procedure for rice dough are necessary.

• Korean Journal of Clinical Pharmacy
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• v.25 no.4
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• pp.286-295
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• 2015

Objective: This experiment is to study how elderly group and their various lifestyles interact with health functional foods, according to their selection behavior. Different lifestyles will be observed closely, as well as how different health conditions and consumer involvements will affect critical decision making in selecting health functional foods. Method: Theories and discoveries from original advanced research were compared parallel to the new study. Results: First, cluster analysis and exploratory analysis were performed amongst different elder lifestyles. Lifestyle exploratory analysis was used for healthy, unique, leisure, and economical-style elders. Cluster analysis was used for material trend oriented, health oriented, complacent oriented-style elders. Health Functional Foods' selection trait Exploratory Factor Analysis showed that product's originality (function, uniqueness, specialty, compatibility, distributor, expiration date), quality (amount, daily dose, visual representation, accessibility, portability, natural ingredients), and popularity (product container, brand image, taste and smell, advertised product, domestic or import, well-known function) were the three main causes. Secondly, the amount of benefits for the elderly group health lifestyle were affected by 'Interest in health', 'Notability of the health functional food', and 'Functionality approved mark'. Specifically, the importance of, 'Interest in health', 'Notability of health functional food', and 'Functionality approved mark' were noticeably high within health oriented elders. Lastly, after examining the data from elder lifestyle's relationship with health functional food selection trait, all three different results showed equal importance. If you closely examine material trend oriented elderly group, selection trait showed distinctively high regards in 'Fundamental Attribute', 'Typical Attribute', and 'Cognitive Attribute'. Health oriented elders showed their distinctively high regards in 'Natural Attribute', and less consideration in 'Typical Attribute' and 'Cognitive Attribute'. Complacent oriented-style elderly group showed less focus on 'Fundamental Attribute', and even less in 'Typical Attribute', and 'Cognitive Attribute'. Health oriented elderly group concluded with above data from the fact that they showed most importance and involvement in health beneficial products that are scientifically proven. Material trend oriented elderly group showed balanced traits in their concluded data, showing that they prefer function, safety, as well as the brand image and their reputation. Also, they consider the products' outer elements, such as design and product name, in order to sense inner functions. Conclusion: So, Silver Business corporations must develop products to fulfill the market demands, and strategize marketing plans to better target the correct audience.

• Culinary science and hospitality research
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• v.19 no.1
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• pp.230-243
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• 2013

The purpose of this study is to offer the basic materials for the development of nutrition education programs for youth and help domestic science teachers in schools implement effective dietary education by examining youth's purchase behavior of processed foods. As a result of figuring out youth's purchasing behavior of processed food and the difference in accordance with social, demographic variables, they considered taste and price mainly when choosing foods. The results showed that what they consider important when checking food display information was shelf life and price. It was observed that 56% of them check additives display information in food when purchasing processed food. In terms of demographic factors, the more likely they are a girl student, the lower grader they are, and the lower price they purchase processed food at, the better they used the nutritional knowledge learned in school. Based upon these results, it is necessary to offer the consumer's level of education and training for their demands by accurately figuring out youth's purchasing behavior of processed foods. For this, home economics education must allow youth to lead healthy diet by implementing a systematic and professional training on food additives on a basis of the research and utilization of a variety of educational media and teaching and learning methods.

• Journal of Korean Society of Water and Wastewater
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• v.28 no.4
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• pp.397-409
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• 2014

Algal problem in drinking water treatment is being gradually increased by causing deterioration of water supplies therefore, especially taste and odor compounds such as geosmin and 2-MIB occur mainly aesthetic problem by its unpleasant effects resulting in the subsequent onset of complaints from drinking water consumer. Recently, geosmin and 2-MIB are detected frequently at abnormally high concentration level. However, conventional water treatment without advanced water treatment processes such as adsorption and oxidation process, cannot remove these two compounds efficiently. Moreover, it is known that the advanced treatment processes i.e. adsorption and oxidation have also several limits to the removal of geosmin and 2-MIB. Therefore, the purpose of this study was not only to evaluate full scale nanofiltration membrane system with $300m^3/day$ of permeate capacity and 90% of recovery on the removal of geosmin and 2-MIB in spiked natural raw water sources at high feed concentration with a range of approximately 500 to 2,500 ng/L, but also to observe rejection property of the compounds within multi stage NF membrane system. Rejection rate of geosmin and 2-MIB by NF membrane process was 96% that is 4% of passage regardless of the feed water concentration which indicates NF membrane system with an operational values suggested in this research can be employed in drinking water treatment plant to control geosmin and 2-MIB of high concentration. But, according to results of regression analysis in this study it is recommended that feed water concentration of geosmin and 2-MIB would not exceed 220 and 300 ng/L respectively which is not to be perceived in drinking tap water. Also it suggests that the removal rate might be depended on an operating conditions such as feed water characteristics and membrane flux. When each stage of NF membrane system was evaluated relatively higher removal rate was observed at the conditions that is lower flux, higher DOC and TDS, i.e., $2^{nd}$ stage NF membrane systems, possibly due to an interaction mechanisms between compounds and cake layer on the membrane surfaces.

• Proceedings of the Korean Society of Near Infrared Spectroscopy Conference
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• 2001.06a
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• pp.1253-1253
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• 2001

The ability to accurately assess wine quality is important during the wine making process, particularly when allocating batches of wines to styles determined by consumer requirements. Grape payments are often determined by the quality category of the wine that is produced from them. Wine quality, in terms of sensory characteristics, is normally a subjective measure, performed by experienced winemakers, wine competition judges or winetasting panellists. By nature, such assessments can be biased by individual preferences and may be subject to day-to-day variation. Taste and aroma compounds are often present in concentrations below the detection limit of near infrared (NIR) spectroscopy but the more abundant organic compounds offer potential for objective quality grading by this technique. Samples were drawn from one of Australia's major wine shows and from BRL Hardy's post-vintage wine quality allocation tastings. The samples were scanned in transmission mode with a FOSS NIR Systems 6500, over the wavelength range 400-2500 ㎚. Data analysis was performed with the Vision chemometrics package. With samples from the allocation tastings, the best correlations between NIR spectra and tasting data were obtained with dry red wines. These calibrations used loadings in the wavelengths related to anthocyanins, ethanol and possibly tannins. Anthocyanins are a group of compounds responsible for colour in red wines - restricting the wavelengths to those relating to anthocyanins produced calibrations of similar accuracy to those using the full wavelength range. This was particularly marked with Merlot, a variety that tends to have relatively lower anthocyanin levels than Cabernet Sauvignon and Shiraz. For dry white wines, calibrations appeared to be more dependent on ethanol characteristics of the spectrum, implying that quality correlated with fruit maturity. The correlations between NIR spectra and sensory data obtained using the wine show samples were less significant in general. This may be related to the fact that within most classes in the show, the samples may span vintages, glowing areas and winemaking styles, even though they may be made from only one grape variety. For dry red wines, the best calibrations were obtained with a class of Pinot Noir - a variety that tends to be produced in limited areas in Australia and would represent the least matrix variation. Good correlations were obtained with a tawny port class - these wines are sweet, fortified wines, that are aged for long periods in wooden barrels. During the ageing process Maillard browning compounds are formed and the water is lost through the barrels in preference to ethanol, producing “concentrated” darkly coloured wines with high alcohol content. These calibrations indicated heaviest loadings in the water regions of the spectrum, suggesting that “concentration” of the wines was important, whilst the visible and alcohol regions of the spectrum also featured as important factors. NIR calibrations based on sensory scores will always be difficult to obtain due to variation between individual winetasters. Nevertheless, these results warrant further investigation and may provide valuable Insight into the main parameters affecting wine quality.