• Journal of Agricultural Extension & Community Development
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• v.21 no.1
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• pp.83-115
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• 2014

The current study aimed to explore the levels of consumers' perception for the PB apples which mainly sold in the large retailers, and then suggest the efficient marketing strategies for activating sales of the PB apples among the farm produce. The findings of the study revealed that the levels of the consumers' perception of value for the PB apples were influential on the brand credibility. In addition, the levels of the quality, perception of value, and brand credibility significantly affected the purchase intention. The image of the brand, however, did not show the effects on the brand credibility and purchase intention. Based on the study, in order to activate the brand for the local farm produce, the analysis results could suggest the four alternatives. Firstly, it is needed for the NB apples to be standardized and improved in terms of the qualities. Secondly, the more efficient ways to facilitate the purchases for the NB apples should be reconsidered in the emotional package. Thirdly, the levels of customers' perceptions for NB apples need to increase by providing them with convenient ways of purchases. Lastly, connecting consumers' groups with producers' groups could eventually enhance the brand credibility.

• Management & Information Systems Review
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• v.37 no.2
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• pp.1-21
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• 2018

According to the results of the FKI's ethical management status and CSR promotion status, about 95% of domestic companies enact the Code of Ethics, while 64% of companies operating systems for communication and dialogue with stakeholders in the process of CSR activities, It seems that strategic CSR activities of domestic companies have not been fully established yet compared with the introduction of ethical management. Even if companies conduct CSR activities strategically, there is very little CSR level of the companies that consumers perceive. This is because the psychological mechanism of CSR on consumers' perceptions is too complicated and detailed, resulting in a positive result and a negative result depending on the investigator's research method. So far, there have been many studies on the direct impact of CSR on corporate evaluation, purchase intention, and corporate image. However, there are few studies on the effect of CSR and CA on purchase intention through product attitude. Therefore, The purpose of this study is to demonstrate the effect of corporate social responsibility(CSR) and corporate Ability(CA) on the purchase intention through product attitudes perceived by consumers, and the moderating effect of corporate reputation between product attitude and purchase intention. As a research method, we selected 4 companies, such as Samsung etc, who have been conducting CSR for the past 10 years, as a sample. The relationship between the CSR and the corporate competence of these companies on purchasing intention was examined through questionnaires for general consumers. The results of this study show that CSR and CA have a positive effect on product attitude, and consumers' product attitude has a positive effect on purchase intention. In addition, CSR and CA were found to have a positive (+) effect on purchase intention through consumer attitude. Finally, it is found that the reputation of the firm has a moderating effect on the relationship between consumer's product attitude and purchase intention. This study suggests that CSR should be strategically promoted in order to positively shape the attitude of consumers toward products of companies and their companies. As a theoretical implication, this study showed that the effect of CSR activities and CA on consumer's product attitude and purchase intention, centered on mediating effects of product attitude and corporate reputation discrimination.

• KOREAN JOURNAL OF PACKAGING SCIENCE & TECHNOLOGY
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• v.27 no.2
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• pp.63-70
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• 2021

As the government strengthens its policy of separating and discharging packaging materials, consumers are increasingly dissatisfied. In order to increase consumer participation in separate discharge policy of packaging materials, it is necessary to increase the willingness to participate by reducing potential consumer problems such as removal of packaging labels. This study conducted a survey of 300 consumers aged 14 and over who recycle and discharge directly from their homes. Ninety-nine percent of consumers said PET bottles are released separately. However, only 65% of consumers removed labels (attachment labels, shrink labels) and other materials (caps, vinyl coatings, tapes, handles, bases, etc.) during separate discharge process. Nearly 52% of consumers cited 'difficulty of separation' as the main reason for not removing labels and other materials. One-way ANOVA analysis showed that 'strong adhesion', 'removal initiation problem' and 'material strength' had high mean regardless of age, which are major factors impedes label removal. Using shrink labels with perforated lines rather than adhesive labels would be more beneficial to encouraging participation in separate discharge. However, if the shrink labels do not have perforated lines or are difficult to remove, adhesive labels are often easier to remove than shrink labels because of the strong cohesiveness of shrink labels. As a result, how easy it is for consumers to remove the label is more important than technological differences. In order to increase consumer participation in packaging material and label separations, improvements in structural design are needed along with the selection of materials that are easy to separate. This study is meaningful in examining consumer perceptions, deriving problems and suggesting directions for policy improvement.

• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.1-25
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• 2008

Ⅰ. Introduction Retailers in the 21st century are being told that future retailers are those who can execute seamless multi-channel access. The reason is that retailers should be where shoppers want them, when they want them anytime, anywhere and in multiple formats. Multi-channel access is considered one of the top 10 trends of all business in the next decade (Patricia T. Warrington, et al., 2007) And most firms use both direct and indirect channels in their markets. Given this trend, we need to evaluate a channel equity more systematically than before as this issue is expected to get more attention to consumers as well as to brand managers. Consumers are becoming very much confused concerning the choice of place where they shop for durable goods as there are at least 6-7 retail options. On the other hand, manufacturers have to deal with category killers, their dealers network, Internet shopping malls, and other avenue of distribution channels and they hope their retail channel behave like extensions of their own companies. They would like their products to be foremost in the retailer's mind-the first to be proposed and effectively communicated to potential customers. To enable this hope to come reality, they should know each channel's advantages and disadvantages from consumer perspectives. In addition, customer satisfaction is the key determinant of retail customer loyalty. However, there are only a few researches regarding the effects of shopping satisfaction and perceptions on consumers' channel choices and channels. The purpose of this study was to assess Korean consumers' channel choice and satisfaction towards channels they prefer to use in the case of electronic goods shopping. Korean electronic goods retail market is one of good example of multi-channel shopping environments. As the Korea retail market has been undergoing significant structural changes since it had opened to global retailers in 1996, new formats such as hypermarkets, Internet shopping malls and category killers have arrived for the last decade. Korean electronic goods shoppers have seven major channels : (1)category killers (2) hypermarket (3) manufacturer dealer shop (4) Internet shopping malls (5) department store (6) TV home-shopping (7) speciality shopping arcade. Korean retail sector has been modernized with amazing speed for the last decade. Overall summary of major retail channels is as follows: Hypermarket has been number 1 retailer type in sales volume from 2003 ; non-store retailing has been number 2 from 2007 ; department store is now number 3 ; small scale category killers are growing rapidly in the area of electronics and office products in particular. We try to evaluate each channel's equity using a consumer survey. The survey was done by telephone interview with 1000 housewife who lives nationwide. Sampling was done according to 2005 national census and average interview time was 10 to 15 minutes. Ⅱ. Research Summary We have found that seven major retail channels compete with each other within Korean consumers' minds in terms of price and service. Each channel seem to have its unique selling points. Department stores were perceived as the best electronic goods shopping destinations due to after service. Internet shopping malls were perceived as the convenient channel owing to price checking. Category killers and hypermarkets were more attractive in both price merits and location conveniences. On the other hand, manufacturers dealer networks were pulling customers mainly by location and after service. Category killers and hypermarkets were most beloved retail channel for Korean consumers. However category killers compete mainly with department stores and shopping arcades while hypermarkets tend to compete with Internet and TV home shopping channels. Regarding channel satisfaction, the top 3 channels were service-driven retailers: department stores (4.27); dealer shop (4.21); and Internet shopping malls (4.21). Speciality shopping arcade(3.98) were the least satisfied channels among Korean consumers. Ⅲ. Implications We try to identify the whole picture of multi-channel retail shopping environments and its implications in the context of Korean electronic goods. From manufacturers' perspectives, multi-channel may cause channel conflicts. Furthermore, inter-channel competition draws much more attention as hypermarkets and category killers have grown rapidly in recent years. At the same time, from consumers' perspectives, 'buy where' is becoming an important buying decision as it would decide the level of shopping satisfaction. We need to develop the concept of 'channel equity' to manage multi-channel distribution effectively. Firms should measure and monitor their prime channel equity in regular basis to maximize their channel potentials. Prototype channel equity positioning map has been developed as follows. We expect more studies to develop the concept of 'channel equity' in the future.

• Korean journal of food and cookery science
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• v.30 no.3
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• pp.249-261
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• 2014

This study was performed in order to grasp the trends of elementary school children and their parents on their purchasing behavior of processed foods, awareness of food additives and its education experience by analyzing the safety assessment reports of food additives in 2008~2013. The most important factor in purchasing processed foods was safety in both groups followed by nutrition in parents and taste in children, respectively. While purchasing foods, the first item that is checked has been shifted from food additives to the origin of the products. Parents still perceived food additives as the most hazardous factor for food safety; however, recently, children began to regard microbial contaminants as being most hazardous, which is regarded as a desirable educational effect. The most concerned food additives were preservatives, synthetic seasoning and colorants in both groups. However, the awareness level on food additives still remained low as 3.0~3.1/5.0 for parents and 2.4~2.9/5.0 for children. Educational experience on food additives increased in children from 12% in 2008 to 25% in 2013; however, it decreased in parents from 23% in 2008 to 15% in 2013. Information needs for food additives by education and promotion were very high both in parents (4.2~4.5) and children (3.8~4.1). Both groups had an interest in the safety, legal standards of food additives, and foods with food additives, in order. The most reliable resource institutions on food additives were university/research institute and hospital for parents, but, hospital and government for children. The preferred media on food additives were TV and the internet for parents, and school newsletter and TV for children. Overall, the above results demonstrated that the perceptions on food additives did not change much with parents during the last 6 years; however, children's perceptions began to show improvement with the increase of educational experience. Hence, the government needs to make efforts to increase the trust level of consumers by developing educational tools and providing educational experiences including mass media for the promotion of risk communication on food additives.

• Journal of the Korean Society of Food Culture
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• v.11 no.3
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• pp.409-420
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• 1996

Consumer's perceptions of the qualities of food and food-related services were surveyed through questionnaires by 672 adults randomly selected from 20 industrial foodservice in Pusan and Kyeung Nam area. The results are as follows: 1) By age, the elderly group gaved the highest mean score not only for freshness and temperature among the food characteristics but also for cleanliness of dishes and materials of dishes among the food-related service. 2) By occupation, the white collar worker group gaved the highest mean score in all characteristics of food and food-related service than did the blue collar worker group. Especially for courtesy of employees, the mean rating given by the white collar worker group was 3.15/5.00, but by the blue collar worker group was 2.67/5.00. 3) Good appetitive group rated taste of food 3.15/5.00, quality of food vs. food price 3.17/5.00, and freshness 3.15/5.00. But poor appetitive group rated taste of food 2.44/5.00, quality of food vs. food price 2.65/5.00, and freshness 2.70/5.00. 4) Men agreed that the rice and soup were right in amount. And women responded that the rice was in a large amount and the soup was not enough. 5) The white collar worker group agreed that the rice, the soup, the side dish, and the kimchi were right in amount. However the blue collar worker group agreed that the rice was right in amount, the soup and the side dish were not enough, and the kimchi was in a large amount. For seasoning of food, the white collar worker group responded that the salty taste and the hotness were just right. But the blue collar worker group responded that the food was neither salty nor hot at all. 6) The taste of food was shown to be positively correlated (p<0.001) with various food item combinations, freshness of food, and the variety of cooking methods.

• Korean Journal of Community Nutrition
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• v.26 no.3
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• pp.177-187
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• 2021

Objectives: This study investigated the different perceptions of customers toward traditional and non-traditional fast-food restaurants regarding restaurant healthfulness, corporate reputation, and the impact of corporate reputation on loyalty intentions through corporate social responsibility (CSR) motive. Methods: An online survey was conducted on U.S. residents who were aware of fast food restaurants' CSR activities. Participants selected one fast food restaurant participating in CSR activities, coded as either traditional (n = 117) or non-traditional (n = 48), and answered questions about the selected restaurant's healthfulness, reputation, CSR motives, and loyalty intentions. The participants' perceptions of healthfulness and corporate reputation of the two types of fast-food restaurants were compared. A mediation path of corporate reputation - CSR motive - loyalty intention was analyzed. Results: Non-traditional fast-food restaurants (5.02 ± 1.26) were perceived to be more healthful than traditional ones (3.93 ± 1.72). The participants perceived that compared to traditional fast-food restaurants, non-traditional ones had a better overall corporate reputation (P = 0.037), were more concerned about their customers (P = 0.029), better workplaces (P = 0.007), more environmentally and socially responsible (P < 0.001), and offered higher quality products and services (P = 0.042). Significant positive correlations were shown between restaurant healthfulness and corporate reputation (P < 0.001 for all reputation items). The suggested mediation path was supported with 95% CIs excluding zero, implying that when fast-food restaurants had a better reputation overall, were customer oriented, good employers, strong companies with a good product and service quality, social and environmental responsibility, the participants were more likely to perceive their CSR activities to be sincere and were hence loyal to that restaurant. Conclusions: Overall, participants were more favorable towards non-traditional fast-food restaurants which had a healthier image and better reputation than traditional ones. Therefore, fast food restaurants need to consider offering healthy food and enhance their image, which would maximize the return on their investment in CSR.

• The Journal of the Korea Contents Association
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• v.22 no.10
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• pp.575-585
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• 2022

Negative perceptions about corporate social responsibility (CSR) crises and repeated crises are increasing. It is necessary to examine the effects of a proactive strategy of disclosing crisis information against the negative perceptions. The research is intended to analyze ability-based trust, and benevolence-based trust by crisis type, crisis history, and timing of crisis disclosure. In this regard, a 2 (crisis history: present vs. absent) x 2 (crisis type: corporate ability crisis vs CSR crisis) x 2 (timing of crisis disclosure: stealing thunder vs thunder) between-groups design experiment was conducted. Research results show crisis type and crisis history have significant interaction effects on ability-based trust. In the CSR crisis, the case with crisis history shows lower ability-based trust than the case without crisis history. Timing of crisis disclosure showed significant interactions with crisis history and crisis type. The stealing thunder strategy heigntened ability-based trust and benevolence-based trust against the CSR crises and the cases without crisis history more than the corporate ability crises and the cases with crisis history. Considering that the stealing thunder strategy is more effective with the CSR crises than the corporate ability crises, the research results suggest that future CSR crisis responses should prepare active disclosure of crisis information before news media disclosure of such information.

• Journal of the Korea Society of Computer and Information
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• v.29 no.4
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• pp.91-103
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• 2024

This study conducted surveys and in-depth interviews to explore the perception of sports psychology counseling among athletes. The participants included a total of 8 individuals: 307 athletes surveyed, 4 athletes who had received counseling, and 4 who had not. The survey investigated athletes' perceptions and management of psychological training, the perceived necessity of seeking advice for everyday concerns, willingness to use and perceived need for sports psychology counseling, prior experiences, and pre-engagement considerations. According to the survey results, 69.1% of athletes recognized the importance of mental training, but only 33.2% actually underwent psychological training. Furthermore, while 67.8% expressed a desire to receive education on psychological training from professionals, only 19.9% reported having searched for related information. When asked about their willingness to pay for sports psychology counseling services, 55.7% expressed willingness. Reasons for wanting to receive counseling, reasons for not wanting to receive counseling, and preferences or considerations for counseling sessions were listed as well. In the in-depth interviews, participants were classified into those who had received counseling and those who had not, delving deeply into motivations for seeking counseling or reasons for not doing so, perceptions during counseling sessions, considerations, preferred types of counselors, and program preferences. Based on this research, discussions and recommendations were provided with the perspective of utilizing sports psychology counseling as foundational data for providing high-quality services to users.

• Journal of Global Scholars of Marketing Science
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• v.18 no.4
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• pp.245-276
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• 2008

Brand equity is one of the most important concepts in business practice as well as in academic research. Successful brands can allow marketers to gain competitive advantage (Lassar et al.,1995), including the opportunity for successful extensions, resilience against competitors' promotional pressures, and the ability to create barriers to competitive entry (Farquhar, 1989). Branding plays a special role in service firms because strong brands increase trust in intangible products (Berry, 2000), enabling customers to better visualize and understand them. They reduce customers' perceived monetary, social, and safety risks in buying services, which are obstacles to evaluating a service correctly before purchase. Also, a high level of brand equity increases consumer satisfaction, repurchasing intent, and degree of loyalty. Brand equity can be considered as a mixture that includes both financial assets and relationships. Actually, brand equity can be viewed as the value added to the product (Keller, 1993), or the perceived value of the product in consumers' minds. Mahajan et al. (1990) claim that customer-based brand equity can be measured by the level of consumers' perceptions. Several researchers discuss brand equity based on two dimensions: consumer perception and consumer behavior. Aaker (1991) suggests measuring brand equity through price premium, loyalty, perceived quality, and brand associations. Viewing brand equity as the consumer's behavior toward a brand, Keller (1993) proposes similar dimensions: brand awareness and brand knowledge. Thus, past studies tend to identify brand equity as a multidimensional construct consisted of brand loyalty, brand awareness, brand knowledge, customer satisfaction, perceived equity, brand associations, and other proprietary assets (Aaker, 1991, 1996; Blackston, 1995; Cobb-Walgren et al., 1995; Na, 1995). Other studies tend to regard brand equity and other brand assets, such as brand knowledge, brand awareness, brand image, brand loyalty, perceived quality, and so on, as independent but related constructs (Keller, 1993; Kirmani and Zeithaml, 1993). Walters(1978) defined information search as, "A psychological or physical action a consumer takes in order to acquire information about a product or store." But, each consumer has different methods for informationsearch. There are two methods of information search, internal and external search. Internal search is, "Search of information already saved in the memory of the individual consumer"(Engel, Blackwell, 1982) which is, "memory of a previous purchase experience or information from a previous search."(Beales, Mazis, Salop, and Staelin, 1981). External search is "A completely voluntary decision made in order to obtain new information"(Engel & Blackwell, 1982) which is, "Actions of a consumer to acquire necessary information by such methods as intentionally exposing oneself to advertisements, taking to friends or family or visiting a store."(Beales, Mazis, Salop, and Staelin, 1981). There are many sources for consumers' information search including advertisement sources such as the internet, radio, television, newspapers and magazines, information supplied by businesses such as sales people, packaging and in-store information, consumer sources such as family, friends and colleagues, and mass media sources such as consumer protection agencies, government agencies and mass media sources. Understanding consumers' purchasing behavior is a key factor of a firm to attract and retain customers and improving the firm's prospects for survival and growth, and enhancing shareholder's value. Therefore, marketers should understand consumer as individual and market segment. One theory of consumer behavior supports the belief that individuals are rational. Individuals think and move through stages when making a purchase decision. This means that rational thinkers have led to the identification of a consumer buying decision process. This decision process with its different levels of involvement and influencing factors has been widely accepted and is fundamental to the understanding purchase intention represent to what consumers think they will buy. Brand equity is not only companies but also very important asset more than product itself. This paper studies brand equity model and influencing factors including information process such as information searching and information resources in the fashion market in Asia and Europe. Information searching and information resources are influencing brand knowledge that influences consumers purchase decision. Nine research hypotheses are drawn to test the relationships among antecedents of brand equity and purchase intention and relationships among brand knowledge, brand value, brand attitude, and brand loyalty. H1. Information searching influences brand knowledge positively. H2. Information sources influence brand knowledge positively. H3. Brand knowledge influences brand attitude. H4. Brand knowledge influences brand value. H5. Brand attitude influences brand loyalty. H6. Brand attitude influences brand value. H7. Brand loyalty influences purchase intention. H8. Brand value influence purchase intention. H9. There will be the same research model in Asia and Europe. We performed structural equation model analysis in order to test hypotheses suggested in this study. The model fitting index of the research model in Asia was $X^2$=195.19(p=0.0), NFI=0.90, NNFI=0.87, CFI=0.90, GFI=0.90, RMR=0.083, AGFI=0.85, which means the model fitting of the model is good enough. In Europe, it was $X^2$=133.25(p=0.0), NFI=0.81, NNFI=0.85, CFI=0.89, GFI=0.90, RMR=0.073, AGFI=0.85, which means the model fitting of the model is good enough. From the test results, hypotheses were accepted. All of these hypotheses except one are supported. In Europe, information search is not an antecedent of brand knowledge. This means that sales of global fashion brands like jeans in Europe are not expanding as rapidly as in Asian markets such as China, Japan, and South Korea. Young consumers in European countries are not more brand and fashion conscious than their counter partners in Asia. The results have theoretical, practical meaning and contributions. In the fashion jeans industry, relatively few studies examining the viability of cross-national brand equity has been studied. This study provides insight on building global brand equity and suggests information process elements like information search and information resources are working differently in Asia and Europe for fashion jean market.