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국내산 발효유 선택속성의 상대적 중요도 및 최적효용 도출

Investigation of the Relative Importance and Optimal Utility on Choice Attributes of Fermented Milk

한국식생활문화학회지 2019년 34권 6호 p.719 ~ 725
박문경 ( Park Moon-Kyung ) - 한양여자대학교 식품영양과

Abstract


This study examined the relative importance and the effective utility of fermented milk by consumers. The questionnairewas developed by an in-depth interview and literature review and was surveyed on-line. Statistical analysis was carried outdescriptive analysis, ANOVA, paired t-test, and conjoint analysis using the SPSS package. First, an analysis of theconsumption status of fermented milk found that the consumption frequency was 1-2 times/week (36.2%), 3-4 times/week(26.5%). The product choice attributes of fermented milk were found to be the same with ‘taste’ (3.93) and ‘manufacturingdate/expired date’ (3.92), rated the highest, followed in order by, ‘sanitary quality’ (3.82), ‘origin of ingredient’ (3.81).
Comparative analysis of the importance and satisfaction level of the choice attributes of fermented milk showed that thechoice attributes with lower satisfaction compared to importance were ‘taste’, ‘nutrients’, ‘manufacturing data/expired date’,‘sanitation quality’, ‘price’, ‘manufacturing method’ and ‘certification of quality’ (p<0.001, p<0.01). ‘Price’ and‘certification of quality’ were the choice attributes of fermented milk classified as ‘Focus Here’ because of its high importanceand low satisfaction. The preferred combination of relative importance in choice attributes of the fermented milk was‘domestic resource’, ‘Eat with spoon’, and ‘none additives’. Therefore, it is believed that sales will increase if dairy companiescan improve the ‘price’ and ‘certification of quality’. In addition, the use of domestic ingredients in the development of newfermented milk products in the future could be an important marketing factor in consumer choice.

키워드

Conjoint analysis; fermented milk; relative importance; choice attributes
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