The purpose of this study was to investigate individuals' perceptions toward green tea and green tea cafes according to their usage of green tea cafes, gender, and marital status. The survey was conducted online and completed by 200 respondents who had been to green tea cafes and by 200 respondents who had not. The visitors of green tea cafes had more positive perceptions regarding the atmosphere, familiar taste, good quality of raw foods, freshness of foods, good service, excellent taste, and menu variety of green tea cafes. Males perceived green tea as 'good for health' more than the females. There was no difference in the perception of green tea cafes by marital status. Regarding a popularization plan for green tea cafes, the customers felt more need for a tea sommelier than the non-customers, and females versus males felt stronger about having a tea sommelier that would provide opportunities to taste various tea products and develop a green tea menu that considered nutrition and health. Unmarried respondents felt a greater necessity for having a place with a comfortable environment, tasting a variety of tea products, and having a chance to experience tea culture. When selecting a green tea cafe, the quality of the food and cleanliness of the cafe were considered to be most important. The implications of the data are discussed.

The purpose of this study was to investigate Chinese customers' perceptions of Korean foods and their satisfaction toward Korean cuisine restaurants. The subjects of this study were 202 Chinese individuals who visited Korean cuisine restaurants in Shanghai, China. The subjects viewed Korean foods as favorite foods and perceived them as fresh and seasonal, and mostly composed of cereals and vegetables however they did not view Korean cuisine as good for health. As compared to customers visiting a Korean restaurant for the first time, those who had visited Korean restaurants previously agreed more strongly with the following items: 'Korean food has a beautiful color', 'Korean food is familiar', 'Korean food smells good', 'Korean food is healthy', 'Korean food is nutritious', and 'Korean food is salty and spicy'. In addition, as compared to occasional visitors, frequent visitors of Korean cuisine restaurants more strongly agreed with the followings: 'Korean food has a beautiful color', 'Korean food is expensive', 'Korean food is healthy', 'Korean food is nutritious', 'Korean food is salty and spicy', and 'Korean food includes many fermented foods'. The subjects considered 'appearance of menu', 'variety of menu', 'nutrition of menu', and 'Chinese characters for menu and ingredients' as the most important attributes when choosing Korean cuisine restaurants. The frequent customers of Korean cuisine restaurants considered 'kind service', 'employee knowledge of Korean foods', 'operation hours of restaurant', and 'cleanliness of restaurant' as the most important restaurant attributes. In addition, the frequent customers of Korean cuisine restaurants were more satisfied than the occasional customers with the followings: 'nutritional quality of menu', 'quick service', 'cleanliness of restaurant', 'appearance and signboard of restaurant', and 'image of restaurant'. The implications of the data are discussed.

The purpose of this research was to investigate consumers' perceptions of foods that are most compatible with traditional Korean liquors. The study participants were a total of 402 customers who visited traditional Korean bars. Thirty-eight percent of the participants drank alcohol once or twice a week, and overall, 79% drank with friends or co-workers. Forty-three percent spent 30,000-40,000 won on alcoholic drinks, and half of them frequently drank distilled Soju whereas 27% drank beer. Those who drank traditional Korean liquor chose to do so because they viewed it as good for their health and the beverage was tasty. Participants selected Yakju/Baekseju (47.5%), Bokbunjaju (21.1%), and Takju/Makgeoli (8.2%) as the most compatible Korean traditional liquors with Korean traditional foods. The most compatible foods with Yakju were identified as Haemulpajeon (11.8%), Dubukimchi (9.8%), and Bossam/Suyuk/Pyeonyuk (7.5%). Bokbunjaju was viewed as a good match with Jangeogui (8.1%), Hunjeori (6.5%), and Saengseonhoe (6.4%). The respondents perceived Deodeokgui (6.7%), Saengseonhoe (5.9%), and Dubukimchi (5.6%) as the most compatible foods with Yakju with mushrooms. Chengju was viewed as a good pairing with Eomuktang (9.2%), Altang/Maeuntang (7.2%), and Saengseonhoe (6.8%). The respondents thought Takju went well with Haemulpajeon (17.7%), Dubukimchi (14.2%), and Kimchijeon (11.7%). And finally, Altang/Maeuntang (11.8%), Samgyeopsalgui (8.7%), and Honghaptang/Jogaetang (8.1%) were mentioned as the most compatible foods with distilled Soju.

The purpose of this research was to investigate consumers' awareness and perception of the noble family food to popularize it. A total of 1,100 subjects lived in Seoul area participated in Web-based survey. Thirty eight percents of the participants were not even aware that there exists the noble family food and overall 63% of the participants merely have the idea of what the noble family food is. The impressions of the noble family food varied widely. Some of them were positive as the noble family food seems good for health and some were negative as it is not easy to cook. The results showed that many people are not interested in noble family food, however, there was a high behavioral intention to have it in their future meal plan. Participants responded that noble family food had not fully developed yet (mean=4.08), but it had potential to be world-wide excellent (mean=3.95). There was significantly high scored response that the noble family food should contain sanitary cooking process to popularize it (mean=4.16). Also participants addressed that it was necessary to use public relations through mass media (mean=4.02), and it required appropriate educational approach to the noble family food (mean=4.02). In addition, people perceived that traditional custom and the noble family foods were jointly connected by cultural events. On the other hand, there were low scored responses on developing of noble family food as a processed food to be generally accessible in daily life. In conclusion, the importance of public relations should be emphasized to popularize the noble family food. Also, increasing the number of places that sell noble family food would help to popularize it.

This study was performed to investigate the preference and perception on fruits especially, focusing on apples and pears served in elementary school lunch programs. The subjects of this study were 1,106 students (504 female and 595 male students)from seven elementary schools in Seoul. The survey was conducted by using self-administered questionnaire from July 10 to July 20, 2006. Based on the frequency analysis results, 45% of respondents ate fruits every day and 42% had fruits 2-3 times per week. Approximately, 53% of respondents indicated their usual time to eat fruits was after dinner and secondly 27% had fruits between lunch and dinner. Majority of respondents chose a watermelon as the most preferred fruits and the first chosen among nine fruits (apple, pear, madarin, strawberry, cherry tomato, watermelon, grape, melon, and peach). Cherry tomato was found as the least preferred fruits by 30% of students, however cherry tomato was most frequently offered fruits in elementary school lunch menu. About 50% students were satisfied with the served fruits in their school lunch program. In addition, most students said that they would have fruits more frequently in their lunch menu. However, one fifth of students addressed that they were not satisfied with the fruits in school lunch program because of kinds of fruits, freshness of fruits, taste of fruits, and quantity of fruits. Almost 71% of students preferred apples. Seventy three percents of students preferred eating apples without peel and 78% of students ate apples as slices of apples. In addition, 61% of students indicated their preference of apple salads. Many students responded they did not eat apples and pears frequently since they do not have a chance to eat them. The implications to increase the chance to eat fruits and promote elementary children's fruits consumption were discussed.

The purpose of this study was to identify the influence of school foodservice dietitians' work value on job satisfaction, organizational commitment, and turnover intentions. Also, this study explored the role of the expectation to the institution of nutrition teachers as a moderating variable in three relationships: 1) between work value and job satisfaction, 2) between work value and organizational commitment, and 3) between work value and turnover intentions. This study surveyed dietitians who worked at school foodservice in Kyunggii and Daegu·Gyeoungbuk province. A total of 509 responses were collected using on-site survey and online survey (response rate 59.3%). This study conducted hierarchical regression analysis to test the moderating effect of the expectation to the institution of nutrition teachers. Results of hierarchical regression showed that work value of status upgrade had a positive effect on job satisfaction to promotion opportunity and salary, and such effect was more significantly apparent in high expectation to new work. In addition, work value of status upgrade had a positive effect on turnover intention, and such effect was more significantly apparent in low expectation to new work environment improvement. Work value of work activity preference also appeared to have a positive effect on organizational commitment, and such effect was more significantly apparent in high expectation to social status and professionalism.