It’s all about image.

The nation’s four biggest conglomerates are each seen in a distinctly different light by the 2,536 college students who participated in a recent survey conducted by the JoongAng Ilbo and JobKorea, an online job listing Web site.

People working for Samsung Group are in their early 30s and tend to have a sophisticated image, according to the college students surveyed.

Hyundai-Kia Automotive Group reminds respondents of men in their 40s who are macho and unfashionable.

Meanwhile, LG Group was said to have a feminine image.

Respondents describe LG as a fashion-savvy woman in her mid-30s.

Survey participants said they imagine men in their mid-20s who like to wear casual suits when they think of SK Group.

“People tend to believe that there is a close link between each group’s advertisements and its public image.

In addition, the flagship product of each group affects how people think of the groups,” said Kim Hwa-soo, head of JobKorea.

“In the case of Hyundai-Kia Automotive Group, the group started in construction and heavy industry, which gave respondents a masculine picture of the company,” Kim added.

LG Group must have developed a soft image as the group has been working with a famous actress whose public image is feminine, said Kim Chung-ho, president of the Center for Free Enterprise, a business think tank.

Respondents have identified the actress’ public persona with the LG Group’s image, he said.

“What people think about the chairman of each group also affects the way the general public view the each conglomerate,” said Kim of CFE.

By Moon Byung-joo / Sung So-young
JoongAng Ilbo / Staff Reporter [so@joongang.co.kr]