• Culinary science and hospitality research
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• v.24 no.1
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• pp.24-30
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• 2018

This study investigated the quality of characteristics of high-protein RTD coffee using domestic and imported skim milk powder with different heat treatment. Skim milk powders (A, B) had high-heat treatment, C had medium-heat, and D and E had low-heat treatment. The transmittance of A and B were higher than that of C, and that of C were higher than that of D and E (p<0.05). The precipitate attached on bottom of container of RTD coffee using A and B were 2.993~3.053% and higher than those (0.753~0.803%) of RTD coffee using C, D and E (p<0.05), but there was no difference between those of RTD coffee using C, D and E (p<0.05). The centrifuged precipitate of RTD coffee using A and B were 1.987~2.040% and higher than those (0.820~0.830%) of RTD coffee using C, D and E (p<0.05), but there was no difference between those of RTD coffee using C, D and E (p<0.05). The proximate composition of precipitate attached on bottom of container of RTD coffee using A, which showed the highest amount of precipitate, showed 65.7% of carbohydrate, 19.0% of protein, 4.8% of fat and 4.8% of ash in dry basis, that of RTD coffee being 72.7%, 15.1%, 7.9% and 4.3% in dry basis respectively. Protein and fat content of precipitate were lower and protein and ash content were higher than those of RTD coffee. But seeing that the most increased portion was protein, precipitation of RTD coffee appears to be attributed to heat-denatured proteins.

• Journal of the Korean Society of Food Culture
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• v.30 no.2
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• pp.182-189
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• 2015

This study assessed the effect of color marketing in the RTD coffee industry in Korea. In order to investigate the effect of color marketing, this study measured the characteristics of color marketing as well as brand image and attitude in accordance with behavioral intention to purchase. Data were collected using questionnaires, and a total of 310 questionnaires were distributed with 298 entered for data analysis. Frequency analysis, factor analysis, correlation, and multiple regression analysis were tested using SPSS. A total of seven factors were extracted, including brand attitude, purchase intention, association, identification, brand awareness, symbolism, and attention. Significances were found between brand awareness and identification (p<0.001) and attention (p<0.001). In the relationship between characteristics of colors and brand attitude, significances were found in identification (p<0.001), attention (p<0.001), and association (p<0.001). Further, brand attitude and brand awareness had a significant positive effect on purchasing intention of RTD coffee. Results of this study suggested that color marketing is a good marketing tool to persuade potential consumers to purchase RTD coffee based on brand attitude and brand awareness.

• Journal of Distribution Science
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• v.20 no.5
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• pp.105-117
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• 2022

Purpose: This research investigates ready-to-drink (RTD) coffee. Although the RTD coffee market is growing competitively, few studies have examined behavioral re-intention or repurchase intention in the context of this industry. Therefore, the objective of this study was to explore factors affecting the behavioral re-intention to purchase RTD coffee. Research design, data and methodology: Using the theory of planned behavior (TPB) as the underpinning theoretical framework, this study hypothesized that behavioral re-intention to purchase RTD coffee is influenced by the variables of the TPB and additional variables. A mixed-method research design was applied, starting with qualitative in-depth interviews and followed by a quantitative method. Data were collected using an online survey of coffee lovers. Multiple linear regression (MLR) was used to assess the hypothesized relationships in the proposed conceptual framework. Results: The results reveal that content sensory attribute beliefs are the strongest positive predictor of behavioral re-intention in Thailand, followed by perceived utilitarian value. In contrast, price signaling was negatively related to behavioral re-intention. Conclusions: The findings can help food and beverage companies to develop new coffee product lines to gain more market share, create integrated marketing communications to build brand awareness, and manage distribution channels and the supply chain.

• Asia Marketing Journal
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• v.14 no.3
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• pp.169-184
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• 2012

All firms require new stimulus to spurt growth. Therefore it is necessary to successfully develop new products and to employ appropriate marketing practices for the new products to enter and settle in the market. Binggrae, a Korean company that specializes in dairy and processed dairy products, introduced a ready-to-drink (RTD) coffee product, 'a Café la' to expand its business into the coffee market in 2008. Binggrae was a latecomer in the RTD coffee market but a Café la has shown an impressive average sales growth rate of 115% as of 2011 since the launch. Moreover, it is a steady bestselling coffee brand among the Polyethylene terephthalate (PET)bottle category. Binggrae found potential and opportunity in the growing coffee market and made efforts to develop a new product that can be differentiated from the existing products. The result was PET bottle coffee, which was more portable and convenient to drink than coffee products offered in cups or cans. PET bottle coffee is produced through the patented Aseptic Filing System, thus the original coffee flavor stays fresh when combined with milk and has a longer shelf life than coffee products in cups. Moreover, as the taste of coffee consumers has become more sophisticated, Binggrae developed a premium product by differentiating the product processing method and by using higher-quality Arabica beans. After launching the new product, the company also employed a well-designed communication strategy. First, Binggrae was able to confirm the level of market demand and market potential for the product by employing BTL (Below the Line) marketing strategies through the consumers' word-of-mouth. Afterwards, the company invested its resources for a full-scale ATL (Above the Line) marketing campaign. Later a Café la's TV commercial effectively portrayed the product's characteristics, and succeeded in raising consumer awareness of the product. As a result, a Café la has become the bestselling brand in the PET bottle coffee market. The successful new product marketing strategy of Binggrae'sa Café la offers many valuable implications for companies planning to launch new products in the future.

• Korean Journal of Food Science and Technology
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• v.51 no.1
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• pp.35-41
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• 2019

The sensory characteristics of eight commercial ready-to-drink (RTD) cold brew coffees were compared by descriptive analysis. The cold brew coffee samples were analyzed for hunter color values, brown color, turbidity, pH, titratable acidity, soluble solids, total phenolic content, and chlorogenic acid content. Three appearances, nine aroma, five flavor/taste, and four texture/mouth-feel related sensory attributes were evaluated by a panel of nine judges. The results of three-way analysis of variance of descriptive data showed that all sensory attributes except "fruit" aroma, "dark chocolate" aroma, "bitter" aroma, and "sweet" taste had significant differences among the samples (p<0.05). Based on the principal component analysis (PCA) of the descriptive data, the samples were primarily separated by first and second principal components, which accounted for 81.78% of the total variance among the samples with high intensities of "nutty aroma", "grain aroma", and "grain taste" versus "earth aroma", "sour aroma", "sour taste", "astringent", "smoothness", and "residual". In the correlation analysis of sensory terms and physicochemical parameters, titratable acidity and soluble solids showed significant positive correlations with earth aroma and smoothness characteristics.

• The Korean Journal of Applied Statistics
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• v.27 no.5
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• pp.681-691
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• 2014

Ranking-based conjoint analysis(RBCA) and choice-based conjoint analysis(CBCA) have attracted significant interest in various fields such as marketing research. When conducting research, the researcher has to select one suitable approach in consideration of strengths and weaknesses. This article performs an empirical comparison of the predictability of RBCA and CBCA in order to provide criterion for the selection. A new concept of measurement set is developed by combining the ranking set and choice set. The measurement set enables us to apply two approaches separately on the same consumer group that allows a fair comparison of predictability. RBCA and CBCA are conducted on consumer preferences for RTD-coffee; subsequently, the predicted values of market shares and hit rates are compared. The study result reveals that their predictabilities are not significantly different. Further, the result indicates that RBCA is recommended if the researcher wants to improve data quality by filtering out poor responses or to implement the market segmentation. In contrast, CBCA is recommended if the researcher wants to lessen the burden on the respondents or to measure preferences under similar conditions with the actual marketplace.

• Journal of Food Hygiene and Safety
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• v.38 no.6
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• pp.537-543
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• 2023

This study monitored the caffeine content of ready-to-drink coffee and verified the appropriateness of the labeling. The caffeine content was analyzed using HPLC. The average caffeine content of cold brew coffee was 0.31-1.04 mg/mL, with an average of 0.55 mg/mL. The average content of product was 147.27 mg/bottle, and taking into account the recommended daily intake, an adult can consume 2.7 bottles. Americano coffee was 0.15-0.38 mg/mL, with an average of 0.28 mg/mL. The average content of product was 110.42 mg/bottle, and considering the recommended daily intake, an adult can consume 3.6 bottles. The caffeine content of decaffeinated cold brew coffee was 5.14 mg/bottle and compared to Americano coffee, more than 95% of the caffeine was removed. In addition, we verified the tolerance level of the total caffeine content in ready-to-drink coffee, and none of them exceeded 120%, signifying that all commercial products were effectively managed.