• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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• v.7 no.9
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• pp.141-149
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• 2017

Numerous products are on the market every day and consumption is becoming increasingly polarized. Some products have been introduced to the market for the first time and others are the existing products that have upgraded performance. For companies, new products must be released constantly to prevent losing existing customers and to increase loyalty. However, when companies released new product, they communicate consumer brand name and core benefits of the new product. Moreover, if a new product fails, the amount that the company has to pay is bound to grow. So companies often use brand extension strategies that use the names of famous brands that are already loved by their customers for new products. In this study, the effect of extension similarity, time of release, and message type on brand extension was investigated. Result shows that using abstract messages rather than specific messages is more effective when similarities with existing brands are poor. In particular, the closer the release period is, the more effective these effects are. However, in case of extending the brand with high similarity products, it is effective to focus on concrete messages when the release time is near, and to communicate abstract messages when the release time is long. This result suggests that companies should take into consideration not only the similarity of extension but also the timing and characteristics of messages when extending the brand.

• Journal of Intelligence and Information Systems
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• v.20 no.4
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• pp.1-23
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• 2014

Market forecasting aims to estimate the sales volume of a product or service that is sold to consumers for a specific selling period. From the perspective of the enterprise, accurate market forecasting assists in determining the timing of new product introduction, product design, and establishing production plans and marketing strategies that enable a more efficient decision-making process. Moreover, accurate market forecasting enables governments to efficiently establish a national budget organization. This study aims to generate a market growth curve for ICT (information and communication technology) goods using past time series data; categorize products showing similar growth patterns; understand markets in the industry; and forecast the future outlook of such products. This study suggests the useful and meaningful process (or methodology) to identify the market growth pattern with quantitative growth model and data mining algorithm. The study employs the following methodology. At the first stage, past time series data are collected based on the target products or services of categorized industry. The data, such as the volume of sales and domestic consumption for a specific product or service, are collected from the relevant government ministry, the National Statistical Office, and other relevant government organizations. For collected data that may not be analyzed due to the lack of past data and the alteration of code names, data pre-processing work should be performed. At the second stage of this process, an optimal model for market forecasting should be selected. This model can be varied on the basis of the characteristics of each categorized industry. As this study is focused on the ICT industry, which has more frequent new technology appearances resulting in changes of the market structure, Logistic model, Gompertz model, and Bass model are selected. A hybrid model that combines different models can also be considered. The hybrid model considered for use in this study analyzes the size of the market potential through the Logistic and Gompertz models, and then the figures are used for the Bass model. The third stage of this process is to evaluate which model most accurately explains the data. In order to do this, the parameter should be estimated on the basis of the collected past time series data to generate the models' predictive value and calculate the root-mean squared error (RMSE). The model that shows the lowest average RMSE value for every product type is considered as the best model. At the fourth stage of this process, based on the estimated parameter value generated by the best model, a market growth pattern map is constructed with self-organizing map algorithm. A self-organizing map is learning with market pattern parameters for all products or services as input data, and the products or services are organized into an $N{\times}N$ map. The number of clusters increase from 2 to M, depending on the characteristics of the nodes on the map. The clusters are divided into zones, and the clusters with the ability to provide the most meaningful explanation are selected. Based on the final selection of clusters, the boundaries between the nodes are selected and, ultimately, the market growth pattern map is completed. The last step is to determine the final characteristics of the clusters as well as the market growth curve. The average of the market growth pattern parameters in the clusters is taken to be a representative figure. Using this figure, a growth curve is drawn for each cluster, and their characteristics are analyzed. Also, taking into consideration the product types in each cluster, their characteristics can be qualitatively generated. We expect that the process and system that this paper suggests can be used as a tool for forecasting demand in the ICT and other industries.

• Journal of the Korean Society of Costume
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• v.39
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• pp.125-138
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• 1998

In order to help apparel manufactures and marketers to promote apparel products more efficiently, and aid them in instilling brand names or brand images more distinctively in the minds of target consumers, it is the intent of this study (1) to investigate on the high-school girls brand loyalty and the brand discernment, self image(product image), and the buying behavior of casual wear. The subjects were 532 female high school students selected from the four high school in Seoul. The data were collected by self-admin-istered questionnaires. The data were analyzed by frequency, percentage, T-test, x2-test, and correspondence analysis. (1) 29.1% of the female students were cat-egorized as the brand loyalty group that was smaller than the non-brand loyalty group(70.9%). (2) In identifying the relationship between the demographic factors and the brand loyalty, the monthly household income and the month-ly personnel expenses were statistically significant. Namely, higher household income and the monthly personnel expenses were statistically significant. Namely, higher household income and the monthly personnel expenses there were, higher the brand loyalty was revealed. (3) The power of discernment was statistically significant according to the brand loyalty. That is, the brand loyalty group was more outstanding than latest fashion brands, the high-price brands, and the better-style brands in terms of design, color, and fabric. (4) The self image was also statistically significant according to the brand loyalty, Wher-eas the brand loyalty group preferred the unique, high-quality, sexy, and active self-images, non-brand loylty group revealed to prefer the non-noticeable and feminine self-images. The findings of this study will assist apparel manufactures and marketers in better identifying the target market, and in subsequently adjusting their products, brand image, and promotional activities in order to reach the target market more efficiently.

• The Journal of the Korea Contents Association
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• v.18 no.2
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• pp.280-289
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• 2018

Traditional market is a place filled with traditional culture and sentiments of the local population, so this is not just a commodity trading places that has been at the centre of our life, including culture and the local economy and the people of the community. However, many consumers still ongoing by the facilities that aging is deprived to the department stores and hyper-marts. Also, low awareness of the displayer, including the internal facilities, is very reality is bad development compared to the appearance, in particular product names, price tags and one mark of origin, such as signs, despite Upon entering the market first leaps to the eye are not improved the situation as it is necessary for the improvement of typography for traditional market. Therefore, examine the fonts used in the traditional markets, proceed to further analysis in the future by building a dedicated font made of only the traditional market it has a distinctive identity and unity of the market typography to present the guidelines of the market font.

• Journal of Fashion Business
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• v.18 no.1
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• pp.80-100
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• 2014

As men have started to show more desire to express themselves through clothing and accessories also they learn by themselves and take diverse experiences about fashion. At the same time, men's fashion-consciousness is growing together. The role of male consumers' is becoming significant in the fashion market, and there has been more research on their clothes and fashion is increasing, however research on the male casual clothing for their 30~49 years old group is still insufficient. This study aims to examine the casual brands for men in their 30~40s and their characteristics among other men's brands recently appearing in Korea. The results of the study found: first, regarding the questionnaire to give men's casual brand names, 30s males' answers showed clearer recognition about the casual brand than those of 40s males. secondly, the factors affecting attitude of male consumers' towards casual brands are designed 'aesthetics', 'surroundings' and 'price', and the men in their 40s put more important than men in their 30s on 'aesthetics' and 'surroundings'. third, when men were actually buying casual brand, they then took five characteristic factors into account namely: 'the external environment', 'functionality' design 'aesthetics', 'symbolic' and 'price'. Men in their 30s did not show much difference in actual purchase characteristics in regards for the brand factors but men in their 40s showed interest when asked about 'buying product with noticeable brand logo or trademark' item among 'symbolic' factors than men in their 30s (p< .01 of significant difference).

• The Korean Journal of Community Living Science
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• v.17 no.2
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• pp.3-14
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• 2006

This study intends to offer suggestions for improving the security and competitive power of traditional liquors by investing in the status of intellectual property rights. Merchandising and the marketing strategies of traditional liquor are also addressed. The data was collected through a questionnaire survey given to 101 CEOs of traditional liquor manufacturers. The major results of this study were as follows: The management types of traditional liquor manufacturers were classified as the company 57 (56.4%), the corporation or the union 29 (28.7%), domestic industry 10 (9.9%), and marketing community or technology center 5 (5.0%). The competitive power degree of traditional liquor products was classified as strength 30 (31.6%), usual 30 (31.6%), weakness 35 (36.8%). The elements of strong competitive power were taste, functional (wellbeing) character, and attractiveness of the brand name. On the other side, reasons for weakness in competitive power were the marketing system, price competitiveness, and advertisement. The trademark registration of the traditional liquor appeared with 53%. The reasons not to pursue a trademark registration included the complicated and unnecessary process of registration acquisition, high registration expenses, etc. The perceptions of CEOs about the consumer's brand awareness for their product were low with an average 2.97. Explanations included insufficient advertisement and public relations, unrefined trademark design, and the meaninglessness of brand names. The marketing strategy of traditional liquor manufacturers according to annual sales were as follows: Manufacturers with high sales emphasized marketing strategies that focused on functional character, traditional image, high quality in image and package materials and design, high price strategies based on quality, and various sale promotions.

• Korean journal of food and cookery science
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• v.8 no.2
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• pp.137-145
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• 1992

A computer-assisted microbiological quality assurance program was developed based on HACCP data obtained from a 500 bed general hospital by assessing time and temperature conditions and microbiological qualities of six categories of menu items according to the process of food product flow. The purpose of the study was to develop a computer-assisted microbiological quality assurance program in order to simplify the assessment procedures and to provide a maximum assurance to foodservice personnel and the public. A 16-Bit personnel computer compatible with IBM-PC/AT was used. The data base files and processing programs were created using dBASE III plus packages. The contents of the computerized system are summarized as knows: 1. When the input program for hazard analysis runs, a series of questions are asked to determine hazards and assess their severity and risks. Critical control points and monitoring methods for CCPs are identified and saved in Master file. 2. Output and search programs for hazard analysis are composed of 6 categories of recipe data file list, code identification list, and HACCP identification of the specific menu item. 3. When the user selects a specific category of recipe from 6 categories presented on the screen and runs data file list, a series of menu item list, CCP list, monitoring methods list are generated. When the code search program runs, menu names, ingredients, amounts and a series of codes are generated. 4. When the user types in a menu item and an identification code, critical control points and monitoring methods are generated for each menu item.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.6
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• pp.902-912
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• 2010

This study compares and contrasts the consumer decision-making styles (CDMS) of South Korean and American Generation Y females. A total of 117 American female and 206 Korean female consumers completed self-report survey questionnaires to assess their consumer decision making styles. Exploratory principal components factor analysis using varimax rotation was used to categorize the items into an underlying set of American and Korean decision-making characteristics. Two-tailed independent t-tests were conducted to examine the differences between the two groups when items appeared to have common factors. Factor analysis identified five common factors between the two samples (i.e., enjoyment, shopping aversion, price consciousness, brand consciousness, and quality consciousness). The t-test results report significant differences in the items reported in each factor between American and Korean females. Some of the factors are more indicative of American female Generation Y consumers than Korean female Generation Y consumers. For example, the American female sample seemed to enjoy shopping and prefer brand names more than the female Korean sample. Koreans females seem to have a higher aversion to shopping than Americans; in addition, Koreans females seem to be more accepting of discount and outlet stores, will wait until the price is low before buying a product, and prefer sales when shopping. Based on the findings, the instrument identified varying CDMS between the two samples used. Previous studies using the Sproles and Kendall (1986) instrument experienced the same issue (Bakewell & Mitchell, 2004, 2006; Bauer et al., 2006; Durvasula et al., 1996; Fan & Xiao, 1998; Hanzaee & Aghasibeig, 2008; Mitchell & Walsh, 2004; Siu et al., 2001; Walsh et al., 2001). The results support the idea that no single instrument can be used to examine CDMS in different cultures. This suggests that each country has a CDMS with internal characteristics. Limitations and research for future studies are also discusse.

• International Journal of Internet, Broadcasting and Communication
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• v.13 no.2
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• pp.179-186
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• 2021

We have been developed the smart tourism app and the Instagram and YouTube contents to provide personalized tourism information and travel product information to individual tourists. In this paper, we develop a rule-based smart tourism chatbot with the khaiii (Kakao Hangul Analyzer III) morphological analyzer and Neo4J graph database. In the proposed chatbot system, we use a morpheme analyzer, a proper noun dictionary including tourist destination names, and a general noun dictionary including containing frequently used words in tourist information search to understand the intention of the user's question. The tourism knowledge base built using the Neo4J graph database provides adequate answers to tourists' questions. In this paper, the nodes of Neo4J are Area based on tourist destination address, Contents with property of tourist information, and Service including service attribute data frequently used for search. A Neo4J query is created based on the result of analyzing the intention of a tourist's question with the property of nodes and relationships in Neo4J database. An answer to the question is made by searching in the tourism knowledge base. In this paper, we create the tourism knowledge base using more than 1300 Jeju tourism information used in the smart tourism app. We plan to develop a multilingual smart tour chatbot using the named entity recognition (NER), intention classification using conditional random field(CRF), and transfer learning using the pretrained language models.

• Journal of the Korean Society of Fisheries and Ocean Technology
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• v.58 no.1
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• pp.10-18
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• 2022

Fishery sea anchor is widely used for many fishing vessels. However, standardization of the dimension and terminology of the fishery sea anchor has not been achieved, reducing the reliability of the performance and safety of the fishery sea anchor. Therefore, this study researches the reality of usage of fishery sea anchor and then attempts to suggest the development direction of the standard draft as basic data. As a result of the survey on the reality of usage show that various terms were used for each part of the fishery sea anchor (including the incorrect form of non-standard words derived from Japanese) and that the production of this product in the fishery sea anchor market was concentrated on one specific manufacturer. In addition, the main specifications of the fishery sea anchor are set and manufactured based on conventional experience without standards. In the field, there was no standardized drawing for fishery sea anchor and users had low awareness of the main specifications of fishery sea anchor. Therefore, this study suggested the following regarding the fishery sea anchor: standard terms for each part including Korean and English names and standard drawing of sea anchor. It is hoped that this study will contribute to research for the standardization of fishery sea anchor, which will increase in reliability and lead to increased interest in standardization in the fishery field.