건고추에 대한 소비자 선호와 마케팅 전략

• 영문명: A Review on the Consumers Preference and Marketing Strategies of Red Pepper by the Conjoint Analysis
• 발행기관: 한국농식품정책학회
• 저자명: 신용광(Yong Kwang Shin) 윤종열(Jong Yeol Yoon) 김배성(Bae Sung Kim)
• 간행물 정보: 『농업경영.정책연구』농업경영·정책연구 36권 3호, 558~571쪽, 전체 14쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2009.09.30

영문 초록

The purpose of this paper is to estimate the consumers preference for Korean Red Pepper using conjoint analysis and propose the marketing points for maximization of sale of the Red Pepper. The consumer s preference which is represented in the form of score scale was specified as the dependent variable. From the empirical results, This study identifies several attributes(color, taste, drying method, original producing country, price) and levels of the Red Pepper influencing consumer s utilities. The empirical results show that the consumer takes original producing country as most important point of various attributes. Especially, the consumer prefers Korean red Pepper to Chinese Red Pepper. This peper also suggests several points for marketing of the Korean Red Pepper. For this analysis, The data was collected from 987 samples in Seoul and Kyeongki, Pusan, Taegu, Incheon, Taejeon, Kwangju, Ulsan in 2008.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계 및 방법

Ⅳ. 컨조인트 분석결과

Ⅴ. 요약 및 결론

참 고 문 헌

키워드

Red Pepper Consumer s Preference Conjoint Analysis Marketing Points