• Journal of the East Asian Society of Dietary Life
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• v.24 no.6
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• pp.915-923
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• 2014

This study investigated organic coffee choice motives from a coffee shop market segmentation perspective in order to understand the potential importance they may have upon attitudes and behavioral intentions to buy organic coffee. A factor-cluster segmentation approach was used for this study. An exploratory factor analysis identified five organic coffee choice motives: 'Sensory', 'Environment', 'Trust', 'Health' and 'Price'. Based upon these five choice motives, cluster analyses classified all respondents into three homogeneous subgroups: 'Highly motivated', 'Moderately motivated' and 'Unmotivated'. Analysis of variance tests indicated that attitudes and intentions to purchase organic coffee were significantly different among the three clusters. In particular, two cluster groups representing 'Highly motivated' and 'Moderately motivated' were found to offer the most utility for further organic coffee market segmentation research. Especially, due to perceptions about high price premium of organic coffee, the 'Moderately motivated' group had higher positive attitudes, although, their intentions to buy organic coffee were not higher than those of the 'Unmotivated' cluster. Findings support previous research propositions that high price could be the strongest barrier for people to purchase organic products including the organic coffee business context. This will assist to market and promote pricing strategies for caf$\acute{e}$s and restaurants to optimize organic coffee sales revenue. Implications for all cluster groups regarding unique socio-demographic characteristics and behavioral intentions are discussed. Organic coffee marketers can apply these findings towards the development of effective target market strategies.

• Culinary science and hospitality research
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• v.19 no.2
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• pp.52-64
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• 2013

The purposes of the study were (1) to identify the market segments of home meal replacement(HMR) consumers based on purchasing selection attributes and (2) to investigate demographic characteristics and purchasing behaviors unique to each segmented market. A total of 266 responses were used for data analysis using SPSS 19.0. Data analyses included frequency analysis, chi-square analysis, factor analysis, cluster analysis, MANOVA, and discriminant analysis. The result of the factor analysis showed four important dimensions in selection attributes: food quality, design, convenience, and accessibility. The results of the cluster analysis identified two HMR market segments, namely, highly involved HMR consumers and lowly involved HMR consumers. Highly involved HMR consumers considered all the selection dimensions more important than lowly involved HMR consumers. In addition, these two groups showed different demographic characteristics and purchasing behaviors. Managerial implications were provided.

• Korean Journal of Food Science and Technology
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• v.41 no.2
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• pp.162-166
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• 2009

In an effort to determine the effect of ingredients on the sensory characteristics of dongchimi, 10 different samples of dongchimi were prepared in various combinations of 4 ingredients most notably red pepper, garlic, ginger, and green onion and their physicochemical, microbiological, and sensory characteristics were assessed. Each ingredient utilized for the preparation of dongchimi did not affect changes in pH and titratable acidity, but exerted significant effects on sensory scores of overall acceptability, acid odor, salty, and hot taste. In cluster analysis using the 'Ward' method, dongchimi samples were classified into three groups. The first group was the samples prepared with a variety of ingredients including garlic, and the second group included samples prepared with the sole ingredient, except for red pepper. The third group had features similar to those of the sample prepared without other ingredients. It was determined that garlic played a crucial role in the sensory properties of dongchimi, and the addition of various ingredients enhanced hot taste and reduced acid odor, sourness, moldy odor, and carbonated taste by their interaction.

• Culinary science and hospitality research
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• v.16 no.4
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• pp.139-150
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• 2010

The purpose of this study is to examine the market segments of Korea specialty coffee shops based on the benefit variables by customers when they visit a coffee shop. For this study, SPSS WIN 17.0 was used for the frequency analysis, factor analysis, reliability test, cluster analysis, one-way ANOVA and cross tabulation. Benefit factors were divided into atmosphere factor, value factor, marketing factor, cleanliness & comfort factor, and service factor. Three distinct segments of customers were identified: passive benefit seekers, marketing benefit seekers and emotion benefit seekers. In order to explore differences between clusters and demographic and behavior variables, cross tabulation were used. These findings could be helpful for the marketers who need to establish a marketing strategy for grasping the characteristics of market segments and generating profits.

• Korean Journal of Agricultural Science
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• v.49 no.4
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• pp.1067-1083
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• 2022

The objectives of this study were to classify the types of elderly households and to compare the characteristics of their dietary lifestyle. Panel data surveyed by Korea Rural Economic Institute (KREI) for Food Purchase Attitudes over three years (2019 - 2021) were utilized for the analysis. Through a factor analysis, five common factors were extracted out of 19 basic variables related to dietary style, which indicate two kinds of consumer competency index (safe diet, traditional diet) and three kinds of purchase frequency (healthy food, meat & fish, fresh seafood). Applying the cluster analysis method, by using socioeconomic variables along the five common factors, elderly households aged 60 or older were grouped into four types. As a result, Type 1 elderly households accounted for 50.8%, Type 2 for 16.2%, Type 3 for 27.8%, and Type 4 for 5.2% out of all 870 elderly households. Type 1 is characterized as a low-income vulnerable class with a poor diet, Type 2 as a middle-income class with a healthy food-oriented diet, whereas Type 3 was classified as a middle-income class with a meat-oriented diet, and Type 4 as a high-income class with diverse dietary culture. It is necessary to expand the agri-food voucher pilot project to the entire country and also increase the monthly subsidy for the Type 1 elderly households. Implementing community kitchen projects for elderly single-person households, promoting senior internships by providing incentives to companies that employ retirees, the provision of education by local governments on a safe and balanced diet for Types 2 and 3, and the promotion of an elderly-friendly social environment are also recommended.

• Journal of fish pathology
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• v.24 no.1
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• pp.1-9
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• 2011

Viral haemorrhagic septicaemia virus (VHSV) is an epidemic virus in olive flounder Paralichthys olivaceus farms in Korea, since the virus have first isolated in 2001. In the present study, partial glycoprotein (G) gene nucleotide sequences of seven Korean VHSV from cultured olive flounder and wild marine fishes in coastal areas of Korea were analyzed to evaluate their genetic relatedness to worldwide isolates. Phylogenetically, all Korean VHSV formed only one minor cluster including Japanese isolates, in genotype IVa, while the North America isolates formed a different minor cluster in genotype IVa. These results suggest that Korean VHSV could be an indigenous virus in Korean and Japanese coastal areas, but have not been introduced from North America.

• Preventive Nutrition and Food Science
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• v.21 no.4
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• pp.393-397
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• 2016

Whole grain wheat flour (WGWF) is the entire grain (bran, endosperm, and germ) milled to make flour. The WGWF of 31 Korean wheat (Triticum aestivum L.) cultivars were analyzed for the chemical compositions, and classified into groups by hierarchical cluster analysis (HCL). The average composition values showed a substantial variation among wheat varieties due to different wheat varieties. Wheat cv. Shinmichal1 (waxy wheat) had the highest ash, lipid, and total dietary fiber contents of 1.76, 3.14, and 15.49 g/100 g, respectively. Using HCL efficiently classified wheat cultivars into 7 clusters. Namhae, Sukang, Gobun, and Joeun contained higher protein values (12.88%) and dietary fiber (13.74 %). Regarding multi-trait crop breeding, the variation in chemical compositions found between the clusters might be attributed to wheat genotypes, which was an important factor in accumulating those chemicals in wheat grains. Thus, once wheat cultivars with agronomic characteristics were identified, those properties might be included in the breeding process to develop a new variety of wheat with the trait.

• Journal of the Korean Society of Food Culture
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• v.31 no.1
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• pp.105-110
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• 2016

The objective of this study was to determine sensory profiles of rice confections. The samples used in this study obtained from Korea (traditional Korea rice snack and local specialty rice snack) and three countries (USA, Japan, and China) were evaluated and compared. The sensory characteristics of five kinds of rice confections were evaluated using a sensory test and were analyzed via quantitative description analysis (QDA), principal component analysis (PCA), and hierarchical cluster analysis (HCA). In the descriptive analysis, 10 trained panelists evaluated sensory characteristics consisting of 19 attributes, and there were significant differences (p<0.05) among the 16 characteristics. For the descriptive data, multivariate analysis of variance was carried out and identified differences among the samples. The PCA of rice confections for the first two principal components could explain 85.66% of the variations. The Korean, Japanese, and Chinese rice confections were savory, gritty, and particle-sized, the other Korean local specialty rice confections were fruity, sweet, honey-flavored, compact, and crispy, and those from the USA were glossy, grainy, bright, adhesive, cohesive, crispy, and sweet.

• Korean journal of food and cookery science
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• v.26 no.6
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• pp.717-726
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• 2010

The purpose of this study was to measure customers' perception of brand personality and self-image of family restaurants and compare the congruity between brand personality and customer-perceived self-image according to customers' general characteristics. Self-administered questionnaires were completed by 377 customers, and data were analyzed by frequency, chi-square, paired samples t-test, factor, reliability, cluster, and discriminant analyses. Results of the study were as follows: factor analysis of brand personality and customer-perceived self-image as 5 factors, i.e., sincerity (10 variables), excitement (8 variables), competence (7 variables), sophistication (6 variables), and ruggedness(5 variables). As a result, the averages of brand personality and self-image of family restaurants were $2.93{\pm}0.39$ and $3.24{\pm}0.52$, respectively. Cluster analysis divided subjects into two groups according to congruity between brand personality and customer-perceived self-image of family restaurants: congruity group and incongruity group. The two groups were differed from one another in general characteristics. Limitations and future research directions are also discussed.

• The Korean Journal of Food & Health Convergence
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• v.5 no.4
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• pp.1-10
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• 2019

Significant low knowledge and poor attitudes on complementary feeding undermine the practices. This study was a cluster randomized controlled trial in which 284 study participants were assigned into two groups. One intervention group and a control group in a ratio of 1:1. Nutrition education on complementary feeding was carried out among the caregivers in the intervention group but the caregivers in the control group were not educated. To determine complementary feeding knowledge and attitudes, data was collected from caregiver at baseline, midline and at endline using researcher-administered questionnaires. Quantitative data were analyzed using SPSS version 22.0. From the analysis, there was a significant difference in complementary feeding knowledge of the caregivers after the intervention. The baseline difference was -0.06, the midline difference was 3.85 the endline difference was 4.00 and the DID of the baseline and endline was 4.06 which was significant at p=0.001. There was a significant difference in the attitude of the caregivers towards complementary feeding at baseline (-0.14), midline (2.09), endline (3.82) and the DID of baseline and endline was 3.96 which was significant at p=0.001. The intervention improved the caregivers' knowledge on complementary feeding and it improved the attitudes of the caregivers towards adequate complementary feeding.