• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.16 no.4
• /
• pp.195-209
• /
• 2021

According to the 2019-2020 social media usage survey conducted by the Seoul e-commerce center, 5 out of 10 consumers have experienced shopping through social media. The cost of traditional advertising media has been reduced and advertising spending on social media has risen by 74%, indicating that social media is becoming a more important marketing element. While the number of users of social media has increased and corporate marketing activities have increased accordingly, research has been conducted in various aspects of marketing such as user motivation for social media, satisfaction, and purchase intention. There was no subdivided study on the differences in the social media usage frequency of consumers in actual purchasing behavior. This study attempted to identify differences in consumer characteristics by cluster in the agrifood purchase situation by grouping them by type according to the frequency of use of social media for consumers who purchase agri-food online. Product involvement, product need, and online purchase channel Consumer characteristics such as demographic distribution, perceived risk, and eating and lifestyle in each cluster were checked for the three agrifood purchase situations including choice, and types for each cluster were presented. To this end, questionnaire data on the frequency of social media use and online agrifood purchase behavior were collected from 245 consumers, and the validity of the measurement variables was secured through factor analysis and reliability analysis. As a result of cluster analysis according to the frequency of social media use, it was divided into three clusters. The first cluster was a group that mainly used open social media, and the second cluster was a group that used both open and closed social media and online shopping malls; The third cluster was a group with low online media usage overall, and the characteristics of each cluster appeared. Through regression analysis, the effect on product involvement, product need, and purchase channel selection when purchasing agri-food online through each of the three clusters was confirmed through regression analysis. As a result of the regression analysis, the characteristic of cluster 1 in the situation of purchasing agri-food online is a male in his 30s living in a rural area who has no reluctance to purchase agri-food on social media or online shopping malls. The characteristics of cluster 2 are mainly consumers who are interested in purchasing health food, and the consumer characteristics are represented. In the case of cluster 3, when purchasing products online, they purchase after considering quality and price a lot, and the consumer characteristics are represented as people who are more confident in purchasing offline than online. Through this study, it is judged that by identifying the differences in consumer characteristics that appear in the agri-food purchase situation according to the frequency of social media use, it can be helpful in strategic judgments in marketing practice on social media customer targeting and customer segmentation.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.20 no.6
• /
• pp.1096-1106
• /
• 1996

This study was to identify the dimensions of consumers' attitudes toward imported casual brands. Another objectives were to examine consumers' attitude according to the preference group, and to ascertain the imported casual brand images. The 55 Likert type questions were selected through the results of self-questionnaire analyses. 520 females aged between 20 to 29 in Pusan responded to the second questionnaire of consumers' attitudes and brand images toward imported casual brands. The results were as follows: 1. For final factor analysis, 56 selected from 85 questions were subjected to the principal component analyses with orthogonal rotation after extraction of 5 major factors. 2. Five dimensions are brand's uniqueness and good quality, high prestige, incongruity with native emotion and ethnocentrism, conspicuous consumption, and reasonable purchasing advantages. These factors explained 45.0% of total variance. 3. Five dimensions were different according to the degree of preference. For preference group, they purchased the imported casual brands by uniqueness, good quality and reasonable purchasing advantages. For non-preference group, they disliked the imported brands by incongruity with native emotion, ethnocentrism, and conspicuous consumption. 4. Preference group had 5.47, whereas non-preference group had 1.76 pieces of imported casual brands for this 2 years. This result suggests that to develop the domestic brands with international uniqueness, good quality, and high prestige, and to improve according to preference group are necessary.

• Journal of the East Asian Society of Dietary Life
• /
• v.17 no.4
• /
• pp.511-519
• /
• 2007

This study was conducted to estimate the drift of change for kimchi purchase, and to contribute to quality improvement of kimchi sold at markets. Questionnaries were distributed to 450 adults and 396 were statistically analyzed. The methods used to analyze the items were frequency analysis, Chi-square, t-tests and ANOVA. The highest preference for kinds of kimchi was Beachoo kimchi, while the preference for Nabak kimchi was low. In terms of the degree of ripening, most subjects preferred properly ripened kimchi. With regard to the purchase amount the subjects preferred 1 kg and mainly purchased it once every three months at large market and supermarkets. The main reason for purchasing kimchi at markets was 'convenience', while the reason they didn't purchase it was 'it might contain artificial seasoning'. With regard to the development and improvement of the kimchi industry, the subjects belived that taste and ripening should be standardized, and that kimchi should be treated sanitarily. They acknowledged that kimchi products should be diversified, and active marketing should be carried out in order for it to be globalized.

• Culinary science and hospitality research
• /
• v.6 no.3
• /
• pp.99-118
• /
• 2000

This study attempts to identify the level of conflicts occurring between foreign and domestic chefs, and to suggest the way of controlling those conflicts in order to well manage human resources, foreign chefs. Based on the empirical research, the research findings shows that in terms of targeting and achieving objectives different level of conflicts are experienced when age, hotel type, position varies. For example. purchasing excessive foreign foods may cause undesirable stock which will lead to considerable loss. In order to overcome this problem the advantages of the chain-operated and the independent hotel's food purchasing system must be incorporated. Secondly, another conflicts arise when the architecture and system of a kitchen is different from what foreign chefs are familiar with. Kitchen architecture and system should be well-designed in terms of delivery channel, sanitation, safety, food control, banquet etc.. In developing menu, chefs often have different criteria in the scale of sweet and salt of a particular dish. Foreign chefs often blame his subordinates for not meeting his requirements without proper training or education. Finally, because of the different culture, communication as well as the lack of mutual understanding problem occur. Even though today is called global town. some chefs do not seem to open their minds to learn other developing countries' culture. In diversity management aspect, chefs need to put much effort to be aware of other countries' culture, history, political and economic situation. In prior to employing foreign chefs, the job enrollment and description must be prepared so as to minimize the conflicts, which otherwise will create poor job performance.

• Journal of the Korean Operations Research and Management Science Society
• /
• v.33 no.1
• /
• pp.1-17
• /
• 2008

Market segmentation is a key strategic factor in increasing the expected profits, especially in the practice of revenue management. A manufacturing firm should manage both manufacturing quantities and pricing decisions over its segmented markets to maximize the expected profits, setting different price for each different segment. Also, market segments should be kept separate in order to prevent demand leakages between different market segments. In fact, even though the markets for different products are firmly segmented, it is not easy to keep separate segmentation because many products might be substitutable by customer buying behavior. That is, customers respond to price changes by purchasing other market's products instead of purchasing the originally requested products, which causes demand substitution effect ; This kind of substitution is referred to as price-driven substitution. Therefore, decisions on optimal prices should take into account the differences in customers' valuation of the different products. We consider a deterministic model for deciding optimal prices in the presence of price-driven substitution, and we compare both symmetrical-and asymmetrical-type demand substitutions between two segmented markets. The objective of this study is to develop analytical and numerical models to examine the impact of price-driven substitution on the optimal price levels and the total expected profits.

• Korean journal of food and cookery science
• /
• v.20 no.5
• /
• pp.537-544
• /
• 2004

This study investigated the current processing degree and ingredients of sauce on the packaging of the commercial eel products made in Northeast Asia (Korea, Japan, China and Taiwan) and surveyedthe perception of nutritional functionality and purchasing pattern of Japanese consumers for the processed eels. The results are considered as a useful aid for preparation of processed eel products. The commercial eel products, purchased at a department store, supermarket and discount market, were divided by processing method, package quantity, storage method and sauce ingredients. The processing method was indicated in many different ways in each country, such as sauce ingredients and intake method. A questionnaire survey was conducted on 105 Japanese consumers (male 43, female 62) visiting Korea. Of the respondents, 44% answered and the major reasons for purchasing processed eel products were as a side dish for meals. The results for this factor were significantly different in relation to age (p <0.05). The degree of perceptions of functional excellence about processed eel products was well known (37%), some (49%), and seldom (14%). The results for this factor were significantly different in relation to age (p <0.001). Seventy-five percent of the respondents had experienced processed eel products. The type of purchase of the respondents was highest for vinegared rice and fish (47%), followed by freezing (33%), canning (5%), and dried food (4%), in that order.

• The Korean Journal of Food And Nutrition
• /
• v.25 no.3
• /
• pp.650-655
• /
• 2012

This purposes of this study were to explain consumer attitudes and purchasing behaviors towards agricultural products using a social network service and to determine the influencing factors such as experience, technology ability, innovation, self-efficacy, perception of usefulness, perception of trust, attitude, purpose of purchase and individual characteristics on them. We analyzed the survey data set, using the 'logit model', 'simultaneous equation model', and 'LISREL-Type model' In this study, the results obtained are summarized as follows. The result for the comprehensive statement of "Trust" was the biggest influence on the purchase agricultural products using the social network service. Therefore, in order to expand agricultural e-commerce using SNS, trust should be to the fore of marketing and publicity campaigns, in order to promote and stabilize the market.

• Human Ecology Research
• /
• v.52 no.3
• /
• pp.243-253
• /
• 2014

This qualitative case study examined the experience of middle-aged homemakers with buying and wearing clothes. Clothing benefits and clothing purchase types were observed in the homemakers' daily clothing-related behavior. This study aims to understand clothing consumption values in light of clothing benefits and to determine purchasing methods, purchasing mental states, and personal characteristics according to the clothing purchase types of middle-aged homemakers. The participants of this study were four full-time homemakers and four homemakers with a job outside the home, all in middle age. This study was conducted through in-depth interviews based on an unstructured questionnaire, and the data were collected from January 2010 to October 2010. The results were as follows: first, the clothing benefits were identified as a social stereotype, aesthetic taste, economy, wearing situation, and age perception. The most important clothing consumption values to the middle-aged homemakers based on the observed clothing benefits were, in order: social value, emotional value, epistemic value, functional value, and conditional value. Second, the type of clothing purchase was observed to be planned buying, followed by impulse buying, and compensatory buying. Even when a homemaker planned to shop regularly, when they were exposed to an attractive retailer promotion, they seized on the opportunity on impulse or made a compensatory purchase to divert oneself. Even though homemakers prefer primarily impulse buying, when they went shopping for clothing with their mother-in-law or husband, they made planned purchase also.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.32 no.7
• /
• pp.1104-1115
• /
• 2008

The main purpose of this study is to analyze how differences in lifestyle affect the consumer decision making process on Korean and Chinese consumers. We conducted a survey on 210 female college students to gather the data needed. Through this study we were able to distinguish five different type of lifestyles; the confident, the charismatic, the vogue pursuing, the competitive, and the sociable. We also found out that the consumers of Korea and China with different lifestyles act differently throughout the decision making process. Chinese consumers were more influenced by advertising than Korean consumers. Korean and Chinese consumers also showed a difference in the perception of cosmetic prices, purchasing motivations, types of cosmetics, and where it was made from. Both Chinese and Korean consumers are influenced by salesperson more than any other marketing variables at point of purchase. The findings of this study are expected to help marketer make successful marketing strategy for cosmetics business in China.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.7 no.3
• /
• pp.27-37
• /
• 2005

This study is aimed at the ready-mades size system and satisfaction of consumers size for woman's wear at domestic market which are made by public production systems. This study, particularly, is focused on jacket of 20-30 aged woman's wear in twenties & thirties female clothe. The procedures of this study are as follows; 1. Select 25 domestic clothing companies that its product has targeted in twenties & thirties female and investigate the system of each pattern size 2. Select 259 female in twenties & thirties randomly in Seoul survey a standad of females jacket purchase. Analysis of this study is based on SPSS statistics program, technical statistics, $X^2$ and ANOVA verification. The results of studying are as follows; 1. The survey of pattern size of the domestic females clothing companies has shown some distinctive feature at age and body type of their consumers. 2. Crucial point of female consumers in twenties & thirties is a design and fitness of their jacket while they are purchasing their jacket. 3. Female consumers have some dissatisfaction for the variety of size, difficulty of purchasing and size of bust, shoulder & length of arms of their jacket.