• 융합정보논문지
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• 제12권4호
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• pp.303-315
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• 2022

본 연구는 아세안 시장을 중심으로 코로나19의 창궐로 인해 급격하게 달라진 남성 화장품 시장 중 주요 경쟁국인 일본, 중국과 비교 분석하였다. 한중일에 거주하는 MZ세대 남성 300명에게 설문을 받은 결과를 연구 분석자료로 활용하였으며, 수집된 자료의 통계 SPSS 21.0 버전을 이용하여 분석을 진행하였다. 연구결과 첫째, 먼저 구매행동분석에 대한 결과이다. 한중일 3개국 남성 소비자의 화장품 평균 구매비용은 모두 30,000원 미만으로 나타났다. 화장품 구매요인으로는 3개국 모두 기능성, 사용감이 상위를 기록했다. 둘째, 선호하는 브랜드에 대한 답변에서는 한국과 중국은 해외브랜드에 개방적인 반면 일본은 주로 자국 브랜드를 선호하는 것으로 나타났다. 화장품 구매요인으로는 3개국 모두 기능성, 사용감이 상위를 기록했다. 선호하는 브랜드에 대한 답변에서는 한국과 중국은 해외브랜드에 개방적인 반면 일본은 주로 자국 브랜드를 선호하는 것으로 나타났다. 셋째, 코로나19 이후의 화장품 사용 변화에 대한 결과이다. 코로나19 이후의 피부고민에 대한 답변으로 한국, 일본의 경우 여드름이 가장 높게 나타났으며 중국의 경우 피지 분비 증가가 가장 높게 나타났다. 피지에 대한 고민은 3개국 모두 상위로 나타났다. 이러한 연구 결과를 토대로 아세안 시장에서 한국 남성 화장품의 수출 경쟁력을 확대하기 위한 기초자료로 제안하고자 한다.

• 유통과학연구
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• 제11권10호
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• pp.107-116
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• 2013

Purpose - Eggs are nutritionally complete and one of the most popular natural foods. Moreover, the poultry industry is one of the important food industries. However, early industrialization of the poultry industry on its own did not lead to further development compared to other livestock industries. In this study, we investigate what factors influence consumers' behavior and how consumers' understanding of retail business affects their propensity to consume. This study is different from other studies as it analyzes how the brand names of manufacturers and distribution companies affect the purchasing characteristics or actual purchase behavior of consumers in order to suggest how these manufacturers and distribution companies can increase their competitiveness. Research design, data, methodology - This study conducted a survey of 250 randomly selected egg purchasers in discount stores from January to April 2013. Consumers' purchase tendencies were calculated through frequency analysis. This result was then utilized using cluster analysis to draw a conclusion about which purchase tendency influenced consumers buying three different brands of eggs or whether this tendency really affected consumers. As a result, the outcomes of Hypotheses 2 and 3 were not clear so we drew a conclusion with our analysis of Hypothesis 1. Results - While the outcomes of Hypotheses 2 and 3 did not clearly indicate whether purchasing tendencies affected consumers when buying eggs, our analysis of Hypothesis 1 indicated that consumers were affected by the quality of the eggs rather than exterior factors such as the brand name. Thus, we concluded that it is important to promote the excellence of the quality of the eggs. Usually firms buy eggs from farms and repackage them in order to sell them. In this sense, if consumers were aware of this egg production process, and eggs were fairly distributed to retailers, large retail PB businesses would also be able to enhance their competitiveness. Conclusions - The brand, packaging, retail outlet, and other external features influenced the purchase of eggs to a certain degree, while shelf life, grade of the eggs, cleanliness, and other intrinsic characteristics had more influence. In particular, shelf life was the most important factor influencing purchase. Consumers were influenced not only by intrinsic characteristics of the eggs but also by large-scale producers' brands. Consumers relied upon the brand despite reduced competition because they found it difficult to identify shelf life and/or cleanliness. Small businesses and/or large-scale retailers can remain competitive by maintaining the freshness and cleanliness of the eggs. Further studies need to investigate areas in which consumers' cognition of the product is poor and/or the purchase inclination with regard to less developed industries such as eggs. In this study, the greatest problem was that consumers did not consume in accordance with the current situation as consumers have preferred fresh and clean eggs for a long time compared to purchase decisions based on external brands and/or packaging.

• 한국의류산업학회지
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• 제14권6호
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• pp.983-991
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• 2012

The purpose of this study was to provide basic reference data for the development of slim-fit dress shirts patterns for a variety of body somatotypes. For this study, a survey was conducted on the actual product conditions of slim-fit dress shirts of domestic brands(Actual wearing and purchasing conditions, fit, design preferences). The survey was conducted on 135 men in their 20s~30s. PASW Statistics 18 was used for data analysis. The result of this study are as follows : Analysis of the actual wearing conditions of dress shirts indicates that consumers own an average of 1~2 classic-fit shirts and 1~4 slim-fit shirts. These are normally worn once or twice a week, and purchased mainly at department stores, agencies, direct sales markets or outlets. With respect to the purchasing factors, price and style were the main priorities. Surveyed consumers had the greatest preference for designs with a non-darted front and a darted back, a semi-wide collar and the color white. By classifying the surveyed by somatotype, Type B preferred designs darted on both front and back, Type A preferred designs with a non-darted front and a darted back, while Type Y preferred designs non-darted on both front and back. All somatotypes displayed a preference for semi-wide collars and the color white.

• 유통과학연구
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• 제13권9호
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• pp.59-70
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• 2015

Purpose - This study aims to suggest strategies for Korean enterprises advancing into the Vietnam bakery market by analyzing the effects of perceived values on brand preference and purchase intention among Korean and Vietnamese consumers. Research design, data, and methodology - The perceived value model designed includes functional (price, quality), emotional, and social values. The survey collected data from 500 consumers in Seoul (Korea) and HoChiMinh (Vietnam). The SPSS 18.0 package was used for analysis. Results - First, among Vietnamese consumers, perceived value had a positive (+) effect on global brand preference in the order of functional value of quality, social value, and the functional value of price. However, from an ethnocentric trend and brand image origin, emotional value had a negative effect on global brand preference. In contrast, among Korean consumers, perceived value had a positive (+) effect on global brand preference in the order of functional value of quality, the functional value of price, and the social value. However, emotional value had no effect on global brand preference. Second, for both Korean and Vietnamese consumers, perceived value had a significant positive effect on purchase intention. Third, unlike the Korean consumer, for the Vietnamese consumer, global brand preference had a significant effect on purchase intention. Conclusions - The study implies the following. First, the Vietnamese bakery market has a high proportion of middle-aged customers in their 40s (64%). In terms of monthly income, there was a large proportion (40%) of high-income earners (over $325). Therefore, bakery consumption can be seen as concentrated among middle-aged and high-income consumers. Based on this, bakery strategies should include efforts to increase purchase prices as well as ways to attract local consumers (large cities). Second, unlike Korean consumers, among Vietnamese consumers, the resistance to a global brand based on emotional value (the ethnocentric tendency and brand image origin) can be seen as relatively low. Thus, in the case of the Vietnam bakery market, to increase a global brand's preference, the company should develop a differentiated strategy so that Vietnamese consumers can recognize it better, focusing on product quality, good service quality, and price in the local environment and on social value for social development. Third, in the case of the Vietnamese customer, we found that social value exerts the greatest influence on purchase intention. Therefore, a brand that engenders an image of building the local Vietnamese community can achieve a higher social value and influence purchase intention. In addition, although Vietnamese consumers have ethnocentric tendencies in terms of products, we found that if it is a preferred global brand then there are intentions to purchase. Fourth, in the case of Vietnam, if the preference for global brands is formed, consumer awareness may be connected to purchase intention. Therefore, global brands operating in Vietnam should pay attention to how to improve consumer preferences for global brands in order to increase purchase intention.

• 한국의류학회지
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• 제31권12호
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• pp.1742-1753
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• 2007

본 연구는 스포츠웨어 선택기준으로 스포츠웨어 시장을 세분화하고 세분화된 시장간 스포츠웨어 추구 혜택, 국내 및 해외 브랜드에 대한 태도, 스포츠웨어 선호이미지의 차이를 보고자 하였다. 자료수집은 서울에 거주하는 성인남녀를 대상으로 총 773부의 설문지를 통계분석에 사용하였다. 통계는 요인분석, 군집분석, t-test, 카이 검정을 사용하였으며, 자료분석 결과 스포츠웨어 시장은 브랜드/디자인, 기능성 중심의 두 세분시장으로 나누어졌으며 두 세분시장은 스포츠웨어 추구혜택, 국내 및 해외 브랜드에 대한 태도, 스포츠웨어 선호이미지에서 유의한 차이를 나타냈다. 브랜드/디자인을 중요한 선택기준으로 하는 세분시장은 스포츠웨어 추구혜택으로 이성어필/인상향상, 개성, 신분과시를 추구하며 해외 브랜드에 대해 긍정적인 태도를 나타냈고, 고급스러운 이미지의 스포츠웨어를 선호하였다. 반면 기능성을 중시하는 세분시장은 편안함을 추구하였고, 국내 브랜드에 긍정적인 태도를 보였으며, 단순하고 활동적인 이미지의 스포츠웨어를 선호하였다.

• 아태비즈니스연구
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• 제6권2호
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• pp.19-33
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• 2015

Studies focusing on the constantly changing buying behavior and product preferences of a booming teen market are rare and this is particularly true in the Philippines. To address this gap in the literature, this study focused on the supermarket brands of cologne preferred by teens in the Philippines such as Lewis & Pearl (L&P), Johnson's Baby Cologne, Juicy, Bench, Ellips, Fiona, Bambini and Baby Flo which are manufactured by various competing companies. Essentially, this study presented and described the profile and buying behavior of cologne users and non-cologne users and determined whether preferential differences existed between these brands. The respondents consisted of 473 teens all over the Philippines stratified in terms of general location via the three major groups of islands in the Philippines: Luzon, Visayas and Mindanao. Respondents came from selected schools in Quezon City in Metro Manila, Sariaya in Quezon Province, Cebu City, and Digos City to represent the Greater Metro Manila Area, Luzon, Visayas and Mindanao, respectively. Findings showed that almost all of the respondents used cologne at varying degrees. In general, teens use several scents and brands of cologne and continually shift from one scent/brand to another scent/brand. This made it difficult for any company to capture loyal consumers. The most popular brands used by teenagers were Bench (61.7%), Lewis and Pearl (59%), Juicy (42%), Afficionado (32%), Fiona (19.3%), Penshoppe (18%), Bambini (12.6%), Ellips (11.3%) and Zen Zest (7.5%). Fragrance or scent is the top priority of teenagers in choosing a cologne brand, followed by brand name, affordability, bottle design and endorser. The spray bottle type of colognes is preferred even if cologne spray bottles are priced higher than the splash cologne bottle type. Managerial implications of these findings for market players, marketing scholars and prospective investors are presented.

• 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.

• 한국의류학회지
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• 제30권1호
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• pp.12-19
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• 2006

This study was administered to identify features of masstiege high-end products by comparing to original old high-end products. For this purpose, the differences in shopping orientation between each consumer groups by product types(high-end products, original old high-end products) preferred were examined. 300 female consumers were surveyed and 279 data were used for analysis. The results are as follows. First, three elements(efficiency, enjoyment, convenience) of shopping orientation were constructed by factor analysis and efficiency element of all elements had highest explanation power. The differences in shopping orientation between masstiege high-end products and original old high-end products were identified by t-test. The consumers preferring original old high-end products regarded convenience element as an important factor and the consumers preferring masstiege high-end products considered efficiency element more. The correlation analysis between shopping orientation factors and demographic characteristics were administered. The consumers who were of low age, low education, low income and unmarried pursued efficiency more, the consumers who were unmarried, of high education and high income showed to pursue enjoyment more, and the consumers who were of high age, high education, high income and married considered convenience element more. Finally marketing strategies for masstiege brands were suggested.

• 복식문화연구
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• 제18권3호
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• pp.452-464
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• 2010

The purpose of the study was to give a help in making a successful expansion of fashion brand by making a close inquiry into an effect of the main brand in fashion brand on an image of the second brand and into an effect of satisfaction and loyalty for main brand on satisfaction and loyalty for the second brand. The study made a survey of the total eight brands including four main brands and each second brand, and used 217 questionnaires. The results of this study are as follows. First, The main brand image and second brand image did not match. Second, the satisfaction of the main brand affected the satisfaction of their second brand, especially in the main brand of the image, design, user experience, staff friendliness, variety of products and brands on display. Third, the ranking of main brand loyalty and the ranking of second brand loyalty were different. All the main brand loyalty had a significant effect on the second brand. The consumers who preferred the main brand had a high confidence and a strong tendency to repurchase.

• 한국의상디자인학회지
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• 제16권1호
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• pp.91-103
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• 2014

In this study, 70 national brands among men's wear brands were selected to examine linguistic characteristics of domestic national men's wear brand names. Linguistic factors which were used in national men's wear brand names were analyzed to understand their characteristics. Formative and semantic characteristics of each brand name were analyzed on the basis of the results from previous studies. It was found that long words with over four syllables are preferred than short words and single words in the form of noun are frequently used for domestic national men's wear brand names in terms of linguistic formality. English is most widely used in brand names, and European languages such as French, Spanish, and Italian are also used frequently under the influence of the country of origin. Next, the analysis result on the semantic characteristics of domestic national men's wear brand names showed that descriptive brand names are used to convey brand information directly and easily, or freestanding brand names which are absolutely irrelevant and newly coined words are chosen to create a characteristic image. In other words, brand names represent detailed business and product category of men's wear by forming a brand image of men's wear (ex. Man, Homme, Zio), and provide the information about properties and benefits related to the product such as dignity, masterpiece, and luxurious lifestyle to consumers by presenting the concept of the brand.