The purpose of this research is to investigate the relationship that exists between salesperson appearance and consumer behavior in the context of in-home product demonstration parties. Researchers (Kim, Ju, & Johnson, 2009; Klassen, Clayson, & Jasper, 1996) have found that the way in which a salesperson dresses has an impact on consumers’ perceptions of the store’s image. Furthermore, consumers intend to purchase more from salespeople who are dressed formally than those dressed informally (Shao, Baker, and Wagner, 2004). Additionally, Cho (2001) suggested that consumers tend to be more satisfied with salespeople who are dressed in a manner (i.e., formal, informal) that is comparable to the way they would dress. Extrapolating from research based in bricks-and-mortar stores, it seems likely that in-home product demonstrators’ appearance would have a similar impact on both consumers’ perceptions of their companies’ image and purchase intentions. To examine these relationships, 155 U.S. female consumers completed an online survey. Participants were first asked to look at one of four randomly assigned photographs of an in-home product demonstrator who was dressed either formally or informally and respond to items designed to measure their perceptions of the business’ image and their purchase intentions (Klassen, Clayson, & Jasper, 1996). Then participants viewed all four photographs and were asked to indicate which of these outfits looked the most similar to one that they would wear if they were going to host a party at their home and attend a party at someone else’s home. A series of t-tests revealed that consumers perceive the in-home product demonstrator’s business’ image to be more positive and express greater purchase intentions when the salesperson is dressed more formally than when she is dressed less formally. Additionally, when similarity exists between the way in which the in-home product demonstrator is dressed and the way in which consumers would dress to host or attend a party, both impressions of the business and purchase intentions are greater than when dissimilarity exists. The results of this investigation may assist non-store retail salespeople. Information gleaned from this study could help these entrepreneurs achieve their goals by using appearance management techniques. By presenting an appropriate, formal, professional appearance to new customers whose individual style they do not know and/or matching their appearance to that of the host and party attendees, the salespeople could increase sales during in-home product demonstration parties.

Consumers are very concerned about food safety as the risk with food increased. This study was conducted to evaluate the perceptions and practices of consumers on food safety in order to collect some information for the development of consumer education program. Total 500 consumers were asked to answer for survey constituted with 6 questions of generic information, 4 of food safety perceptions and 8 of food safety practices from June to July, 2006. More than half of respondents (51.8%) were unsatisfied with the food safety management of government while the individual practices on food safety were satisfactory. Especially, most respondents (98.7%) checked the expiration date of food when they purchased and 97% of respondents were washed hands before food preparation. The higher food safety perception, the better food safety practices of consumers. These results suggest that the systematic and continuous educations on food safety hazards and the principles of sanitation management are necessary for safe food handling and perception on food safety.

Consumer's perceptions of the qualities of food and food-related services were surveyed through questionnaires by 672 adults randomly selected from 20 industrial foodservice in Pusan and Kyeung Nam area. The results are as follows: 1) By age, the elderly group gaved the highest mean score not only for freshness and temperature among the food characteristics but also for cleanliness of dishes and materials of dishes among the food-related service. 2) By occupation, the white collar worker group gaved the highest mean score in all characteristics of food and food-related service than did the blue collar worker group. Especially for courtesy of employees, the mean rating given by the white collar worker group was 3.15/5.00, but by the blue collar worker group was 2.67/5.00. 3) Good appetitive group rated taste of food 3.15/5.00, quality of food vs. food price 3.17/5.00, and freshness 3.15/5.00. But poor appetitive group rated taste of food 2.44/5.00, quality of food vs. food price 2.65/5.00, and freshness 2.70/5.00. 4) Men agreed that the rice and soup were right in amount. And women responded that the rice was in a large amount and the soup was not enough. 5) The white collar worker group agreed that the rice, the soup, the side dish, and the kimchi were right in amount. However the blue collar worker group agreed that the rice was right in amount, the soup and the side dish were not enough, and the kimchi was in a large amount. For seasoning of food, the white collar worker group responded that the salty taste and the hotness were just right. But the blue collar worker group responded that the food was neither salty nor hot at all. 6) The taste of food was shown to be positively correlated (p<0.001) with various food item combinations, freshness of food, and the variety of cooking methods.

Consumer's perceptions of the quality of food and food-related servcie were surveyed through questionnaires by 672 adults randomly selected from 20 industrial foodservice in Pusan Kyeung Nam area. Data from consumers were analyzed by using SPSSPC+ program in terms of 2-test, oneway ANOVA, t-test. The results are as follows: 1) Among the food characteristics, the mean rating for temperature of food was 3.18 over 5, for quality of food vs. food price 2.97, for fresshness 2.96, for taste 2.86, and for combination of colors 2.73; 2) In the food-related service, the mean rating was 3.20 for cleanliness of dishes, 3.18 for quality of dishes, 3.01 for varity of food items, 2.95 for courtesy of employees, and 2.57 for availability of favorite food. 3) Self-operated foodservice showed higher mean ratings in nutrition of food, quality of food vs. food price, and availability of favorite food than does the contracted one. 4) The rice (85.0%) and the kimchi (81.4%) were right in amount, but the soup (42.5%) and the side dish (49.0%) were not enough. 5) In seasoning of food, 45.2% of the respondents agreed that the salty taste and the amount of MSG were just right. However, 38.0% and 37.9% of them responded that the salty tast was strong and the amount of MSG was much. 6) The respondents mostly required the improvement of the taste of side dish, nutrition of food, sanitation of food, and variety of menu items.

본 연구는 요트관광산업 활성화를 위한 소비자의 요트관광 선호도와 활성화 방안에 대한 인식도 조사를 통해 요트관광 마케팅 전략수립과 보다 효과적인 요트관광 활성화 방안을 수립하는데 기초자료를 제공하기 위해 수행되었다. 이러한 연구목적을 달성하기 위해 본 연구에서는 B광역시 요트경기장과 해수욕장을 방문한 외부 방문객 및 시민 300명을 조사대상으로 선정해 현장에서 설문조사를 실시하여 다음과 같은 결론을 도출하였다. 첫째, 요트관광 상품 구매의사는 64%로 요트관광 수요는 낙관적이었으며, 지불가능 지출액은 일일기준 10만원 미만인 것으로 나타났다. 둘째, 소비자들의 요트관광에 대한 선호도는 요트체험 및 교육 중심 프로그램으로 주말이나 방학 및 휴가기간을 이용해 당일 또는 1박 2일 요트관광 상품을 선호하고 있었으며 요트관광의 목적은 여가 및 위락 그리고 선호 동행인은 가족 및 친구인 것으로 나타났다. 셋째, 소비자들의 요트관광 제약요인은 요트관광 비용, 시간소비형 관광활동 그리고 다양한 상품의 부재가 주요인이었으며, 선택요인은 관광비용, 연계관광 상품 그리고 요트관광 상품의 질인 것으로 파악되었다. 마지막으로 요트관광 활성화 방안 중에 요트관광 상품의 개발, 기반여건 조성 그리고 마케팅에 대한 중요성이 상대적으로 높게 나타났다.

본 연구에서는 사과의 '고품질'이라는 개념 설정과 품질을 계량화 할 수 있는 기본 기술 개발을 위하여 20대부터 50대까지의 성인남녀를 대상으로 내 외적 품질인자에 대한 소비자 기호도 및 인지도 조사를 실시하였다. 설문 분석 결과 사과는 대형할인마트나 재래시장에서 소포장이나 낱개 단위로 구입되고 있었으며, 젊은 층 보다는 높은 연령층에서 많이 소비되고 있었다. 이에 따라 다양한 형태의 소포장규격 정립과 젊은 층을 대상으로 한 사과소비 촉진 마케팅