韓國食生活文化學會誌 제34권 제6호 (p.719-725)

|연구논문|
국내산 발효유 선택속성의 상대적 중요도 및 최적효용 도출

Investigation of the Relative Importance and Optimal Utility on Choice Attributes of Fermented Milk
키워드 :
Conjoint analysis,fermented milk,relative importance,choice attributes

목차

Abstract
I. 서 론
II. 연구 내용 및 방법
   1. 조사대상 및 기간
   2. 조사내용 및 방법
III. 결과 및 고찰
   1. 조사대상자의 일반사항
   2. 발효유 소비현황
   3. 발효유의 선택속성 중요도-만족도 분석
   4. 발효유 선택속성의 상대적 중요도 및 최적 효용
IV. 요약 및 결론
References

초록

This study examined the relative importance and the effective utility of fermented milk by consumers. The questionnaire was developed by an in-depth interview and literature review and was surveyed on-line. Statistical analysis was carried out descriptive analysis, ANOVA, paired t-test, and conjoint analysis using the SPSS package. First, an analysis of the consumption 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 ‘manufacturing date/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 the choice 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 importance and 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 companies can improve the ‘price’ and ‘certification of quality’. In addition, the use of domestic ingredients in the development of new fermented milk products in the future could be an important marketing factor in consumer choice.