This study intended to apprehend preference factors in the automobile purchase decision of Korean consumers. This study in particular apprehended an optimal combination of automobile selection attributes through preference attribute analysis, such as brand type, fuel type, brand personality, engine displacement, and other characteristics among automobile selection attributes. This study also intended to suggest a combination of automobile selection attributes that Korean prefer by presenting a preference analysis of demographic characteristics attributes of the respondents using a conjoint analysis method. Korean consumers at large preferred imported semi medium sized hybrid automobiles with excellent performance, appearance and distribution network accessibility. That is, they preferred global brand automobiles with excellent performance.

• 박종은(전북대학교 무역학과 강의전담교수) | Park, Jong Eun 제1저자
• 송문호(전북대학교 경제학과 박사과정) | Song, Moon Ho 공동저자.
• 이복숙(전북대학교 회계학과 강의전담교수) | Lee, Bok Suk 교신저자.