This paper intends to search factor affecting the selection of financial products by analyzing whether there is difference in the preference of individual financial products whose recognition of importance in the property of financial products in different, depending on the property of investors. The Analytical Hierarchy Process (AHP) is used to test the priority model. The study attempts to demonstrate how the model helps providing better decision choices in financial products.

Color is one of the most important attributes determining the purchase of food products by consumers. Therefore, the purpose of this study was to identify consumer color preferences for songpyun, a traditional Korean rice cake, by a consumer acceptance test and using coated Pantone color chips. Color evaluation tools for the study were developed accordingly. From the results, the songpyun sample designated as product E was given the highest color acceptability score, and was ‘slightly liked’ (p<0.05). The color of product E was ‘very pale red-purple’. All the evaluated pink-color songpyun products were based on this red-purple hue, however, they had differences in tone. The consumer panel favored a pale tone over a bright tone. The color concept for traditional songpyun within the pink color category was identified as ‘very pale red-purple’, using coated Pantone color chips. This result for the conceptual color preference was consistent with that of the consumer color acceptance test. Thus, color chips could be an effective tool when applied for color standardization in traditional foods production. From the overall results, it seems consumers are perceiving color trends and are willing to adapt to such changes in food applications.

시장에 가정 먼저 진입한 제품은 시장 점유율 및 재구매율 측면에서 후발제품에 비해 경쟁우위를 가지게 되는데, 이를 선발제품의 이점(pioneer advantage)이라고 한다. 후발제품이 선발제품의 이점을 극복하기 위한 차별화 전략에는 이미 존재하는 속성의 성능을 강화하거나 새로운 속성을 추가하는 방안이 있다. Zhang과 Markman[51]에 의하면 제품에 이미 있는 속성으로 차별화하는 전략이 새로운 속성으로 차별화하는 전략보다 더 효율적이라고 하였다. 그러나 상황적 제약에 따라 소비자들은 새로이 추가된 속성 정보를 더 주의 깊게 처리하는 것으로 나타났다. 한편 감정이 연이은 인지과정에 미치는 현상을 평가 경향(appraisal tendency)라고 하는데, 경험하는 확실성 수준에 따라 사람들은 정보를 보다 체계적으로 또는 직관적으로 처리하는 경향이 있다. 본 연구에서는 차별점의 정렬 가능성 (비교를 하는 대상의 속성을 나란히 비교할 수 있는지 여부) 및 확실성 유발 정서에 따라 후발제품에 대한 소비자들의 선호도가 어떻게 달라지는지를 보고자 하였다. 참가자들은 특정한 감정을 경험하도록 유발된 후, 제품평가과제를 수행하였다. 예사대로 확실성 유발 감정을 경험한 참가자들은 제시된 메시지를 보다 직관적으로, 불확실성 유발 감정을 경험한 참가자들은 제시된 메시지를 보다 체계적으로 처리하는 경향이 나타났다. 본 연구는 기업이 새로운 브랜드를 출시하는 경우 마케팅 전략을 세우는데 고려야할 요소를 추가적으로 제시했다는 점에서 의의가 있겠다.

Multi-criteria decision making is deducing the relativistic importance in the criterion of decision making and each alternative which is able to make a variety of choices measures the preferred degree in the series of low-ranking criterions. Moreover, this is possible by synthesizing them systematically. In general, a fun-diametral problem decision maker should solve for multi-criteria decision making is evaluating a set of activities which are considered as the target logically, and this kind of work is evaluated and synthesized by various criterions of the value which a chain of activities usually hold in common. In this paper, we study about effective consumer preference to towels made of paper according to the three kinds of intensities of products from some domestic company, using the AHP.

본 연구는 심미적 영향요소 중 하나인 단순/복잡이 과연 선호도에 어떠한 영향을 주고 다른 심미적 차원들과 어떠한 관계를 갖는지를 정립하기 위한 기초연구로 진행되었다. 이에 따라, 본 연구는 단순/복잡, 균형 그리고 선호도를 가지고 진행하였다. 본 연구는 근본적인 질문으로부터 시작하였다. 첫째, 심미적 차원 중 하나인 단순/복잡이 다른 요소인 균형과의 관계. 둘째, 심미적 영향요소인 단순/복잡 그리고 균형과 선호도와의 관계를 알아보는데 그 목적이 있다. 이를 위해 제품들을 범주화하고 각 범주별 제품들을 대상으로 실험하여 범주별 성향을 찾고 이를 기본으로 디자인 프로세스에 적용하여 검증하도록 한다.

This study was designed to evaluate the sensory characteristics and consumer preference of dog meat foods as compared with beef ones. The sensory evaluation was conducted by a 10-member trained panel and 109 persons ranging in age from 23 to 59 participated in the consumer research. The results were summarized as follows: 1. The sensory characteristics. 1) In case of the meats boiled in water, it did not show any significant differences between dog and cow's meat in color as well as off-flavor. On the contrary, the other characteristics such as odor, tenderness, juiciness and oiliness of dog meat were evaluated stronger than those of beef. 2) when the meats were cooked as Tang (a kind of soup), the dog meat did not show any significant differences from beef not only in color and off-flavor but also in odor. 2. The consumer preference. 1) It appeared that consumers somewhat preferred beef Tang to dog meat Tang. However, they rated dog meat Tang as the 'neither liked nor disliked' food on an average. 2) Male consumers showed higher preference than female did for the dog meat tang. On the overall, dog meat foods are regarded to have some desirable sensory characteristics and can be acceptable to most people.