• Journal of the Korean Data and Information Science Society
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• v.14 no.3
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• pp.501-510
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• 2003

Ordinary computer program in the context of MDS for providing separate graphs according to "individuals" is usually referred to as INDSCAL(individual difference scaling), which enables one to detect dissimilarities between "subjects". This article is concerned with applications of INDSCAL concept to MDPREF and perceptual map. Related algorithm is presented and is implemented through illustrative analysis of Korean credit card data.

• Journal of the Korean Society of Clothing and Textiles
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• v.16 no.2
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• pp.263-275
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• 1992

This study intends to provide strategic positioning of brand image analysed from the view point of perceptual dimensions of clothing consumers. Consumers are segmented on the basis of the attributes of brand image, and in each segment, perceptual map is composed according to multidimensional scaling. The results are as follows; 1. According to the Benefit Segmentation, it is statistically significant that the consumers are divided into 'product-factor oriented group 'and' image-factor oriented group'. 2. From the analysis of perceptual map upon the 'similarity of brand image,'image-factor oriented group 'perceives more differently than 'product-factor oriented group' 3. From the analysis of perceptual map with the evaluation of attributes of brand image, price, promotion and design are significant determinants in 'total consumer group'. In addition, store image is significant determinant in' image-factor oriented group' and quality is significant determinant in' product-factor oriented group'. According to the evaluation of consumers on 8 brands with determining attribute-vector, ranks of brands in each segment are similar in the vector of price and promotion but different in the vector of design between segment groups. 4. From the analysis of perceptual map upon the preference of brand image, the distribution of preference and position of ideal point are different between segment groups. 5. With evaluation of purchase habit, statistically significant differences are found between groups segmented in the degree of importance of attributes, purchasing motive, purchasing time, sources of information and expenses for clothes.

• Journal of the Korean Society of Clothing and Textiles
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• v.14 no.2
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• pp.129-136
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• 1990

The purpose of the study was to develope brand positioning map for ladies' ready-to-wear, to find out evaluative criteria in perception and preference to brands, and to persent the relationship between consumer's characteristics and brand preference. Subjects were selected for the housewives of middle and high socioeconomic classes living in Seoul area. A questionnaire including items of life style, self image, similarity between brands, preference degree to brands, and demographic variables was developed for the empirical study. The questionnaire was administrated to 137 housewives during fall in 1989. Data were analyzed by cluster analysis and multidimensional scaling method. The study had two research problems. The first research problem was to construct a brand perceptual map for ladies' ready-to-wear brands, selected for the study The perceptual map was constructed on the basis of brand similarity scores by multidimensional scaling method. As a result, brands were grouped into 4 clusters, and evaluative criteria for perceptual map were found to be fashionability (classic- fashionable) and familiarity (familiar-unfamiliar). The second problem was to construct a brand preference map for ladies' ready-to-wear brands, selected for the study. The preference map was constructed on the basis of brand preference scores by multidimensional scaling method. As a result, the brands were grouped into 4 clusters and evaluative critiera for preference map were found to be fashionability (unfashionable-fashionable) and image to age (mature-young directed). Also was shown the relationship among self image, age, socioeconomic class, and brand preference. The multidimensional scaling method was found to be useful as well as valid instrument for brand positioning research and the result can be utilized for establishing strategies for ladies' ready-to-wear brands.

• Journal of Distribution Science
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• v.19 no.2
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• pp.15-24
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• 2021

Purpose: The research is to find out the perception of consumers for the convenience store (c - store) image in an emerging market, with a sample from Ho Chi Minh City. Research design, data, and methodology: Data were collected using a 24 - item structured questionnaire into six factors, namely: store atmospheric, merchandise, supplementary service, customer convenience, sales personnel, promotion. Five hundred consumers shopped at the different c - stores were collected for a multidimensional scaling technique that creates a perceptual map illustrating of c - store image. Results: The results point out that consumers' perception of a different c - store is different. The trend of c- stores are focusing on the dimensions of the function aspect. The customers also put their attention on the psychological dimension, which, in this case, is customer convenience with a sharp point. Almost all stores are bad on store atmospheric in customer- based. Conclusions: The modern retail store chains need to focus on elements to create a store image positioning and improve the perceptions of the consumers towards the store. Besides, customers not only visit the stores, not due to its convenient location, mass media or shopping experience, but also a strong identity for the store's brand image.

• Journal of the Korean Home Economics Association
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• v.39 no.10
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• pp.55-67
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• 2001

The purpose of this study were 1) to find out the benefits sought factors and segment the customers of internet shopping mall, 2) to find out the store image factors of internet shopping mall, and 3) to analyze the internet shopping mall market using perceptual map of segmented groups. The questionnaires dealing with attribute dimension of internet shopping mall image, benefits sought, and demographic variables were selected from the previous studies or were developed for this study. The data from 319 respondents which were collected through the internet survey site was analyzed by factor analysis, cluster analysis, one-way ANOVA, and $X^2$-test. The results of this study were as follows: 1. Benefit sought by consumer in internet shopping malls was found to include six different factors: assortments of products, search efficiency, brand/fashionability, delivery convenience, promotion service and informativeness. 2. As a result of subdividing the consumers, four distinctive groups were formed on the basis of benefit factors: multi-benefit oriented group, convenience oriented group, brand oriented group and low-benefit oriented group. Demographic traits such as education and income level were proven to significantly differentiate the benefit segments. 3. In the structural components of internet shopping-malls image, product/information, service/convenience and economy were drawn from attribute dimensions. 4. 12 perceptual maps of internet shopping mall image were constructed and each ideal vector were drawn.

• The Journal of the Korea Contents Association
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• v.8 no.1
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• pp.48-58
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• 2008

This study intends to figure out the image evaluation properties of internet shopping malls and suggest a strategic direction for positioning through establishing a perceptual map on how the actual customers remember them and which image expression would make the most effective marketing. According to the result of analysis, the images of internet shopping malls were drawn as elements such as product information service, customer service after purchase, atmosphere, convenience, safety, and fame. And according to the result of making a perceptual map, it showed that there was a meaningful difference in the customers' perception on competitive shopping malls. The most discriminative property among the images of shopping malls was product information service, and the least discriminative property was convenience. In addition, there showed a meaningful difference in the customers' preference and ideal point on internet shopping malls between the subdivided groups of customers. It was verified that in this internet shopping mall market where competition is getting severe, the result of this study can be a useful foundational data in establishing a marketing strategy of market segmentation.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.5 s.153
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• pp.699-710
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• 2006

The objective of this study was to identify the texture-related components of woven fabrics and to develop a multidimensional perceptual structure map to represent the tactile textures. Eighty subjects in clothing and tektite industries were selected for multivariate data on each fabric of 30 using the questionnaire with 9 pointed semantic differential scales of 20 texture-related adjectives. Data were analyzed by factor analysis, hierarchical cluster analysis, and multidimensional scaling(MDS) using SPSS statistical package. The results showed that the five factors were selected and composed of density/warmth-coolness, stiffness, extensibility, drapeability, and surface/slipperiness. As a result of hierarchical cluster analysis, 30 fabrics were grouped by four clusters; each cluster was named with density/warmth-coolness, surface/slipperiness, stiffness, and extensibility, respectively. By MDS, three dimensions of tactile texture were obtained and a 3-dimensional perceptual structure map was suggested. The three dimensions were named as surface/slipperiness, extensibility, and stiffness. We proposed a positioning perceptual map of fabrics related to texture naming system(TNS). To classify the textural features of the woven fabrics, hierarchical cluster analysis containing all the data variations, even though it includes the errors, may be more desirable than texture-related multidimensional data analysis based on factor loading values in respect of the effective variables reduction without losing the critical variations.

• The Journal of Information Systems
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• v.30 no.2
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• pp.189-214
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• 2021

Purpose This paper aims to effectively utilize user-generated content (UGC) and analyze the market structure of a relatively new market which lacks rich user review information. Specifically, we propose a domain-specific text mining tool for the domestic craft beer market and visualize the market structure by incorporating how individual beer products are positioned in the perceptual map of consumers. Design/methodology/approach We collect user review information from Naver blogs, and extract words that describe beers. We identify semantic relationships between beer products through text mining, and then depending on these semantic relationships, construct a graph representing the market structure of the domestic craft beer market based on the consumer's perceptual map. Findings First, beer products produced in the same brewery are perceived as very similar to consumers. Second, only two products, 'Heukdang Milky Stout' and 'Gompyo', was noticeably distinguishable from other products. Third, even though 'Gyeongbokgung' is from a different brewery, it is located very close to the products of 'Jeju Beer' brewery such as 'Jeju Baeknokdam Ale' and 'Seongsan Ilchulbong Ale', which suggests the influence of 'landmark series.' We successfully show that our methodology effectively describes the market structure of the craft beer market.

• Phonetics and Speech Sciences
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• v.15 no.3
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• pp.37-44
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• 2023

This study investigates perceptual confusions of English fricatives among 121 Korean elementary school English as a foreign language (EFL) learners with shorter periods of learning English. The objective is to examine how they perceive English fricative consonants and to provide educational guidelines. Two sets of English fricative identification tasks-voiceless fricatives and voiced fricatives-were administered to participants in a High Variability Phonetic Training (HVPT) setting. Their phonemic awareness of the fricatives was visualized in perceptual confusion maps via multidimensional scaling analysis. The findings are explored in terms of the impacts of Korean EFL learners' L1 linguistic aspects and a comparison with L1 learners. Learners' phonemic awareness patterns are then compared with their relative importance in speech intelligibility based on a functional load hierarchy. The results indicated that Korean elementary EFL learners recognized English fricatives in a manner largely akin to L1 learners, suggesting their ongoing acquisition progress. Additionally, the findings demonstrated that the young EFL learners possess sufficient phonemic awareness for most high functional load segments but encounter some difficulties with one high and one low functional pair. The findings of this study offer suggestions for diagnosing language learners' phonemic awareness abilities, thereby aiding in the development of practical guidelines for language instructional design and helping educators make informed decisions regarding teaching priority in L2 classes.

• Journal of Korean Society for Quality Management
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• v.33 no.4
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• pp.55-74
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• 2005

This study tries to examine the competitive strategy of service quality in Korean financial market. the purpose of this study is to find out the strategic implication of Korean commercial banks throughout the service level of experienced customers and the services positioning map. Especially, taking the advantage of a customer's service perception and request attributes make the service positioning map The findings from this research are as follows; the characteristic of each customer is derived from income and investment. and the service positioning map is derived from the characteristic of each customer.