SEOUL NATIONAL UNIVERSITY
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Profile

  • Name: Kim, Rando
  • E-mail: rando@snu.ac.kr
  • Dept.: Consumer Science
  • Lab: Consumer Behavior Lab
  • Research Areas: Consumer behavior, Consumption trends, Analyzing and forecasting of consumer behavior and trends in global countries  

Education

  • Ph.D., School of Public Administration, University of Southern California, 1996
  • M. A., Graduate School of Public Administraion, Seoul National University, 1989
  • B. A., Law, Seoul National University, 1986 

Recent Publications

  • Kwon, J. & Kim, R. (2019). The Generational Concept, Range, and Characteristics of Korean Consumer: Review of Generational Research in Consumer Studies. Journal of Consumer Studies, 30(5), 77-99.
  • Choi, J. H. & Kim, R. (2018). Estimation of Consumers’ Willingness to Pay for Green Products: Focusing on the Impact of Product Visibility. Journal of Consumption Culture, 21(1), 123-142.
  • Lee, S., Lee, H., Choe, H., Kim, R. & Rha, J. (2018). A Study on Retirement Adaptation of Korean Retirees: Focusing on Wang's Resource-Based Dynamic Perspective. Financial Planning Review, 11(2), 31-66.
  • Jeon, M., Kim, S., & Kim, R. (2017). BREAKTHROUGH TO OVERCOME THE THROWAWAY SOCIETY: FOCUSING INFLUENCING FACTORS THE PRODUCT WORNNESS AT THE ANTICIPATED REPLACEMENT DECISION STAGE. International Journal of Advanced Engineering and Management Research, 2(3), 805-820.
  • Jeon, M., & Kim, R. (2016). Food Lifestyle in Five Big Cities: Study on Chinese Consumers and Their Preference for Korean Food. Journal of Business and Economics, 7(6), 914-922.
  • Jeon, M., Kim, S. & Kim, R. (2015). Effects of Service Quality in Large Discount Stores on Consumer Satisfaction and Loyalty. Consumer Policy and Education Review, 11(1), 147-164.
  • Kim, R., Rha, J. Y., Kim, S. Y., Koo, M., Yoon, J., Choi, J. & Choi, H. (2015). Time-series Consumer Surveys: What has been done and what should be done. Consumer Policy and Education Review, 11(2), 1-32. 

Recent Grants

  • “2019 consumer trends forecast” / 2019 / Principal Investigator / Private Institution
  • “Recent Trends and Implications of Korean Consumer Trends” / 2019 / Principal Investigator / Private Institution
  • “Innovation Noodle product and brand strategic direction for Young Nongshim” / 2019 / Principal Investigator / Private Institution
  • “2019 Consumer trends and implications through the recent trend of consumer trends in Korean society” / 2019 / Principal Investigator / Private Institution
  • “SK D&D Lifestyle Housing Platform Product / Operation Strategy Research” / 2019 / Principal Investigator / Private Institution
  • “Korean middle-aged after retirement lifestyle keywords in 2019” / 2019 / Principal Investigator / Private Institution
  • “LG Electronics Future home research” / 2019 / Principal Investigator / Private Institution
  • “Working Life style Trend of Korean Millenial Workers” / 2019 / Principal Investigator / Private Institution
  • “Re-operation of 'Consumer and Market' K-MOOC” / 2019 / Principal Investigator / Seoul National University
  • “AMOREPACIFIC Korean X-generations research and AP Strategy” / 2019 / Principal Investigator / Private Institution
  • “2020 Consumer Trend and Industrial Implications for CJ Oshopping” / 2019 / Principal Investigator / Private Institution
  • “Providing insights by forecasting dining trends in 2020 and identifying implications through recent Korean consumer trend” / 2019 / Principal Investigator / Private Institution
  • “Recent Trends and Implications of Korean Consumer Trends” / 2018 / Principal Investigator / Private Institution
  • “Korean middle-aged lifestyle keywords in 2018” / 2018 / Principal Investigator / Private Institution
  • “Everland marketing differentiation strategy establishment” / 2018 / Principal Investigator / Private Institution
  • “Domestic Household Survey” / 2018 / Principal Investigator / Private Institution
  • “AMOREPACIFIC future generations research” / 2018 / Principal Investigator / Private Institution
  • “Consumer and Market” / 2018 / Principal Investigator / Seoul National University
  • “Domestic dining trend survey in 2018” / 2018 / Principal Investigator / Private Institution
  • “Korea General Promotion Differentiation Strategy” / 2017 / Principal Investigator / Private Institution
  • “Recent Trends and Implications of Korean Consumer Trends” / 2017 / Principal Investigator / Private Institution
  • “AMOREPACIFIC 2018 Consumer Trends” / 2017 / Principal Investigator / Private Institution
  • “Consumer Trends in the Food Service Industry” / 2017 / Principal Investigator / Private Institution
  • “Providing insights by forecasting consumer trends in 2017 and identifying implications through recent Korean consumer trend” / 2017 / Principal Investigator / Private Institution
  • “Operation of 'Consumer and Market' K-MOOC” / 2017 / Principal Investigator / Seoul National University
  • “Increasing Consumer Responsiveness and Emotional Labor Competency of Childcare Teachers” / 2017 / Principal Investigator / Private Institution
  • “Providing insights by forecasting consumer trends in 2018 and identifying implications through recent Korean consumer trend” / 2017 / Principal Investigator / Private Institution
  • “Operation of 'Consumer and Market' Online Courses” / 2017 / Principal Investigator / Seoul National University
  • “Korean consumer trends and local public enterprise management” / 2017 / Principal Investigator / Private Institution
  • “Domestic dining trend survey in 2017” / 2017 / Principal Investigator / Private Institution
  • “Strengthening emotional labor capability for childcare teachers” / 2017 / Principal Investigator / Government-funded
  • “'Consumer and market' online course modification development” / 2017 / Principal Investigator / Seoul National University
  • “Coway new product development through analysis of single consumer lifestyle and trend forecast” / 2017 / Principal Investigator / Private Institution
  • “2018 consumer trends forecast” / 2017 / Principal Investigator / Private Institution
  • “SK Group 2017 Outlook Reporting and Insights” / 2017 / Principal Investigator / Private Institution
  • “H&A Next Premium consumer study” / 2016 / Principal Investigator / LG Electronics Inc.
  • “Development of 'Consumer and Market' Online Courses” / 2016 / Principal Investigator / Center for Teaching and Learning of Seoul National University
  • “Domestic dining trend survey in 2016” / 2016 / Principal Investigator / Korea Foodservice Industry Research Institute
  • “A Proposal of a new Coway product based on the Life Style Analysis of Coway Potential customers and Trend Forecast” / 2016 / Principal Investigator / Woonggin Coway
  • “Domestic dining trend survey in 2015” / 2015 / Principal Investigator / Korean Consumer TV
  • “Coway's New Product Suggestions through the Consumer Lifestyle and Trend Forecast in the Aging Age” / 2015 / Principal Investigator / Woonggin Coway 

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