• Korean journal of food and cookery science
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• v.30 no.2
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• pp.146-152
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• 2014

This study surveyed consumers' sensory liking ratings of 3 types of developed brown rice products (brown rice nut waffles, Kimchi and tuna rice ball, sweet red-bean paste rice ball) and analyzed the drivers for liking or disliking the brown rice products. Each brown rice product had a brown rice to brown rice powder ratio of either: 100:0; 80:20; or 50:50. Forty consumers evaluated the acceptance of brown rice products on a 9-point hedonic scale and gave comments regarding liking or disliking each product. The results of the preference investigation analysis showed subjectivity depending on the brown rice product and the respondents' genders and ages. For brown rice nut waffles was affected by gender, age, and brown rice powder mixing ratio (p < 0.05). The variables "liking the aroma"; "liking the delicate flavor"; "liking the chewiness"; "liking the moistness"; "liking the softness"; "liking the harmony"; "liking the aftertaste" and "overall acceptability" did not differ significantly with the Kimchi and tuna rice ball. For the sweet red-bean paste rice ball product, the rates of liking the chewiness, stickiness, moistness, and softness of the 0% brown rice powder mix were all higher (p < 0.05) than were the rates of liking those same qualities in the 50% brown rice powder mix. Among all brown rice products, there were high correlations between the overall acceptability, liking the saltiness, liking the aroma, and liking the harmony. A preference investigation analysis showed that the brown rice product fillings were key factors to the products' overall acceptability.

• Proceedings of the Korean Institute of Building Construction Conference
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• 2020.06a
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• pp.187-188
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• 2020

Recently, some researchers have found, as a part of the development of new materials, the rice straw ash can also be used as a pozzolanic material for concrete considering similar chemical properties of rice straw ash to that of rice husk ash. Therefore, the purpose of this study was to improve compressive strength of concrete adding agriculture by-product. Compressive strength were tested on rice straw ashes at 600℃ to identify improving strength effect.

• Asian-Australasian Journal of Animal Sciences
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• v.9 no.6
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• pp.655-665
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• 1996

The effects of feeding rice bran and beet pulp mixtures on the site and extent of digestion and microbial synthesis in fattening steers were studied. Three Holstein steers fitted with ruminal, duodenal and ileal cannulas were fed four diets in a $4{\times}3$ Youden square design. The four diets consisted of 15% Italian ryegrass hay and 85% concentrate as a control diet which included 72% rolled barley, 20% rice bran plus 40% beet pulp, 30% rice bran plus 30% beet pulp or 40% rice bran plus 20% beet pulp. All diets provided 1.8 times digestible energy required for maintenance. The digestibility of fat in the small intestine (% of flow) showed an increase with rice bran content among the by-product diets. Digestibility of structural carbohydrate both in the rumen and the whole digestive tract decreased linearly with rice bran content. The digestibility of nonstructural carbohydrate was not affected by rice bran content, but that of nonstructural, nonstarch polysaccharides was higher in the rumen and lower in the large intestine for the by-product diets than for the control diet. A rice bran content of more than 30% in the by-product diets severely inhibits ruminal microbial synthesis and digestible energy intake in fattening steers.

• Journal of Distribution Science
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• v.12 no.8
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• pp.83-90
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• 2014

Purpose - Increasing sales of PB rice products can hinder the growth of domestic brands of rice, notwithstanding that the government is promoting domestic brands of rice. This analysis evaluated the influencing relationship among the variables of PB image, product credibility, and purchase intention of consumers who have never bought PB rice, to know the factors influencing consumers' decisions to purchase PB products. Research design, data, and methodology - PB products' brand image was analyzed as the factor that has a direct effect on purchase intention. The mediation effect of credibility on PB products is also analyzed, in terms of influencing the relationship between PB products' brand image and purchase intention. The analysis is performed on consumers that have not purchased a PB product and consumers who have purchased PB products from major distributors. Data is collected through questionnaires, from 389 of responders, and the AMOS 19.0 statistics package is used as a statistical tool. Results - It is proven that brand image has direct effects on the credibility of the product, and the credibility of product has a direct effect on purchase intention. However, it is revealed that brand image does not directly affect purchase intention, but that brand image indirectly affects it through the credibility of the product. Although the customers' recognition about PB image is low, the result shows that PB products' external attributes have effects on customers' purchase intention relating to the PB product. Therefore, it is important to establish the credibility of the PB product more than other products in terms of marketing. Conclusions - The following are the implications of the study. First, in a rice brand promotion, the credibility of the product should be ensured by a uniform brand image. To ensure the credibility of a product, the RPC brand and other brands should be unified, and the unified brand image should be applied to every product. Second, the package must possess a design as well as contents that could build consumers' perception of product credibility. Products' external attributes contribute to their credibility, which leads the consumers to purchase the products, including those consumers who have never bought PB rice products. Therefore, the products' credibility and sales can be reinforced by applying information about consumers' considerations when buying the PB rice product in different colors, font sizes, and packaging designs. This study is meaningful in two ways. First, it seeks to identify an NB revitalization strategy by exploring the purchasing behavior of customers who have no experience in buying PB rice products. Second, the results of previous studies about general brands are considered and applied in this study in order to investigate the influencing relationship among different factors of PB products. However, this study is a consumer awareness investigation; therefore, its results only have limited meaning to the relationship between brand image and purchase intention.

• Microbiology and Biotechnology Letters
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• v.27 no.3
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• pp.230-235
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• 1999

This study was intended to develop a new rice product by the fermentation of saccharified rice solution using Bifidobacterium and to select an appropriate reducing agent to provide the anaerobic condition for the growth of Bifidobacterium during fermentation. The enhancement of the growth of Bifidobacterium in saccharified rice solution was achieved by the treatment of reducing agents such as ascorbic acid and cysteine. The physical and chemical properties of the fermented product were evaluated, and the effect of the reducing agents were compared between ascorbic acid and cysteine. The fermented product with the addition of ascorbic acid shows the lower pH and the higher titratable acidity comparing the product with the addition of cysteine. This indicated that ascorbic acid was more appropriate reducing agent than cysteine for the fermentation of the saccharified rice solution. The number of viable Bifidobacterium in the fermented product with the addition of ascorbic acid(2.2$\times$108~3.4$\times$108CFU/ml) was greater than that with the addition of cysteine (8$\times$107~2.8$\times$108CFU/ml). Ascorbic acid supplement also contributed better sensory properties, such as flavor, taste and overall acceptibility than cysteine supplement did.

• International Journal of Advanced Culture Technology
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• v.6 no.3
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• pp.88-97
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• 2018

As the trade among the countries increases, domestic agriculture is facing a crisis. Especially domestic rice industry is suffering from the rice market opening problem and the domestic rice industry itself. As a counter measure against this, despite the promotion of the rice processing food industry, the export of rice processed food has decreased by an average annual rate of 12.3% since 2011 due to the lack of customized export strategy, such as low price competitiveness, insufficient quality and brand management. As a measure, we selected indicators to prioritize establishment of export strategy of rice processed food business and used AHP methodology to draw the weight for each indicators. The selection of export strategy prioritization indicator was based on the marketing mix theory, various previous research reviews and expert consulting. Five higher level indicators and nineteen detailed indicators were derived, and a weighted value of them was analyzed using a professional package. As a result, the relative importance of higher level indicators was 45.5% for product differentiation, 18.4% for management competence, 13.0% for export infrastructure, 12.0% for product pricing, and 11.1% for product distribution. The relative importance of the lower level indicators was 17.3% for product safety, 15.3% for product quality, 9.1% for management expertise, and 7.0% for product brand. This result is expected to be used as export strategy indicators of rice processed food export business.

• Journal of Agricultural Extension & Community Development
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• v.14 no.1
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• pp.171-195
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• 2007

Gyeonggi rice has been placed relatively favorable market position in the domestic rice market. With the superiority of its quality, gyeonggi rice has been well recognized to consumers. The price of gyeonggi rice has placed higher position than that of others. But, gyeonggi rice are facing crisis on the competition by regional brands. Therefore, this study was carried out to find the differentiated marketing strategies on problem related with the product differentiation and brand marketing of gyeonggi rice. In order to find out how much the effort on the product differentiation of gyeonggi rice affects the price and brand recognition, fifty RPCs in gyeonggi province were surveyed. As the results, $22{\sim}23%$ of harvested rice which was gathered into RPC was come out 'obscurity of production origin' when we consider material hull rice in the original production territory by collecting time and channel. With comparing sales weight of gyeonggi rice by the place of shipment, agricultural cooperative channel was the highest by 44.7%. And, wholesaler comes to 17.7%, discount outlet store was 13.9%, large quantity delivery in business was 11.1%, and department store was only 5.2%. Finally, we could consider to adopt the traceability system on gyeonggi rice distribution system from production to consumers' table to get consumers' credibility and compete imported high quality rice.

• Korean Journal of Food Science and Technology
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• v.21 no.5
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• pp.686-690
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• 1989

Non sticky short grain rice was liquidized by ${\alpha}-amylase$ from Bacillus species after cooking 20min at $121^{\circ}C$ and a lactic acid bacteria fermentation proceeded. The product using mixed culture of S. thermophilus, L. bulgaricus and L. plantarum was superior than the one of any single or mixed culture. The most acceptable pH of it was 3.70. It is suggested that L. plantarum is more deeply related to the product quality. Skim milk promoted lactic acid fermentation but the quality of the final product was not acceptable in the result of sensory evaluation. The acceptable dilution rate of final product was 1:3 (rice: water) by weight.

• Korean Journal of Fisheries and Aquatic Sciences
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• v.46 no.2
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• pp.139-146
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• 2013

Surimi products are among the most prominent seafoods in Korea. Together with fish meat, wheat flour is a major ingredient in the preparation of surimi products. Rice flour, however, can be an effective ingredient in enhancing the rheological characteristics of surimi products. In this study, we evaluated the potential of rice flour as an agent to replace wheat flour in surimi products. The effects of rice flour milling types and addition methods on the rheological and sensory properties of surimi products were investigated. Among different addition methods, the surimi product containing non-treated rice flour showed better gel strength and sensory properties than products containing paste (1:1.3 rice flour/water, w/v) and steamed paste (steamed at $100^{\circ}C$ for 30 min). According to the gel strength results for surimi products with added roll-mill (40 mesh) and jet-mill (180 mesh) rice flours, the roll-mill rice flour shows good potential as a replacement for wheat flour. When considering gel strength and sensory properties, an effective amount of rice flour to add was 10-15% (w/w). In conclusion, the rheological and sensory properties of surimi products containing rice flour were comparable with those of a premium commercial surimi product. Therefore, rice flour might be an effective alternative to wheat flour for premium surimi products.

• Journal of Dairy Science and Biotechnology
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• v.26 no.2
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• pp.45-49
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• 2008

We studied the feasibility of monitoring and controlling the manufacturing process of an infant formula with rice starch by testing in-process samples using rheology. We used DSC to first determine the gelatinization temperature of the rice starch, a key ingredient of this product. With this characteristic temperature and the process design known, rheological measurements were conducted on the in-process samples for detecting the presence and extent of gelatinization and retrogradation of rice starch; in-process samples were collected from the carbohydrate tank, after the homogenizer, and the finished product tank. The correlation between the rheological measurements on these samples and manufacturing performance proved that rheology is a very sensitive tool for monitoring the structural development of this infant formula during main process, and their influence on sterilization efficiency. We observed that the lower degree of gelatinization during main process, a shorter residence time in the finished product tank, and using caustic flush rather than clean-in-place additively lead to higher sterilization efficiency. These findings can be utilized for a rational design and analysis of the manufacturing process for infant formulas containing rice starch.