DOI QR코드

DOI QR Code

선택형 실험을 이용한 신제품 멀티크림의 가치 분석

An Analysis of the Value of New Product Multi Cream Using Choice Experiment

  • 이상학 (부산대학교 농업경제학과) ;
  • 최세현 (부산대학교 농업경제학과) ;
  • 하현정 (부산대학교 농업경제학과)
  • Lee, Sang-Hak (Department of Agricultural Economics, Pusan National University) ;
  • Choi, Se-Hyun (Department of Agricultural Economics, Pusan National University) ;
  • Ha, Hyun-Jung (Department of Agricultural Economics, Pusan National University)
  • 투고 : 2013.10.01
  • 심사 : 2014.03.06
  • 발행 : 2014.03.31

초록

본 연구는 대학에서 새로이 개발한 멀티크림의 속성별 가치를 추정하여 신제품의 가격을 책정하고 제품 개발 방향을 설정하는 등 마케팅 전략 수립을 위한 기초자료를 제공하는데 그 목적이 있다. 분석 방법으로는 선택형 실험을 이용하였으며, 조건부 로짓 모형을 추정하여 브랜드, 용기 형태, 기능성, 가격 등 각 속성별 한계지불의사금액을 도출하였다. 연구 결과 소비자의 한계지불의사금액은 브랜드에 있어서는 대기업이 개당 21,754원, 중소기업이 11,033원, 대학은 16,178원으로 나타났으며, 기능성에 있어서 보습효과 강화는 7,476원, 주름개선효과 강화는 12,107원으로 추정되었다. 대학 브랜드가 중소기업 브랜드보다 선호도가 더 높은 것으로 나타났으므로, 대학과 중소기업이 협력하여 공동으로 사업을 추진할 경우 저가 브랜드 시장에서 경쟁력을 높일 수 있을 것이다. 또한 보습효과나 주름개선효과 등 기능성을 강화한 제품을 개발할 필요도 있다.

The objective of this study is to offer a basic data for the establishment of marketing strategies such as fixing price of a new product and creation of the development direction of the product through estimating consumers value by attributes of the newly developed university made multi cream. The Choice Experiment was used for analysis, and conditional logit model was estimated to derive the marginal willingness to pay(MWTP) of each attributes of the multi cream. Brand, container type, functionality, price were included as the attributes. As a result, MWTP were estimated at 21,754 Won/unit for large company product, 11,033 Won/unit for small company product and 16,178 Won/unit for university product, 7,476 Won/unit for enriched moisturizing, 12,107 Won/unit for enriched improvements in wrinkles. Consumers have a preference for university brand over small company brand, therefore, if university and small company cooperate and proceed a joint-venture, it will strengthen the competitive power in the low price brand market. Also, it is essential to develop products with enriched functionalities such as moisturizing and improvements in wrinkles.

키워드

참고문헌

  1. Sung-Tai Hong & Eun-A Park, "Comparison of Female Consumers Purchasing Behavior by Lifestyle Types: In the Case of Cosmetics", Korea Marketing Review, Vol.20, No.1, pp. 55-89, 2005.
  2. Lee-Ju Kang & Ja-Bin Sin, "An Analysis on the Determinants of Consumers Decision to Purchase Cosmetics by Their Consumption Propensity", Consumption Culture Study, Vol.9, No.4, pp. 83-103, 2006.
  3. Yoon-Jin Ko & Soon-Hee Jeong, "Estimating Consumer's Willingness to Pay for Green Cosmetics", Consumer Policy and Education Review, Vol.6, No.2, pp. 1-15, 2010.
  4. Yu-Yeong Kan, "New Product Concept Evaluation Using Choice Based Conjoint Analysis", Master Thesis, Sookmyung Women's University, 2011.
  5. Jin-Chae Yoo, Yun-Hee Jeong & Ki-Seo Kong, "Using Choice Experiments Methods to Estimate Consumer Preference of Rice", Korean Journal of Organic Agriculture, Vol.17, No.2, pp.135-150, 2009.6.
  6. Tae-Kyun Kim & Na-Kyoung Hong, "Measuring the Willingness to Pay for Food-Safety Attributes", The Korean Journal of Agricultural Economics, Vol.46, No.2, pp. 181-196, 2005.
  7. J. L. Lusk, J. Roosen and J. A. Fox, "Demand for Beef from Cattle Administered Growth Hormones or Fed Genetically Modified Corn: A Comparison of Consumers in France, Germany, the United Kingdom, and the United States", American Journal of Agricultural Economics, Vol.85, pp. 16-29, 2003. DOI: http://dx.doi.org/10.1111/1467-8276.00100
  8. F. Alfnes, A. G. Guttormsen, G. Steine and K. Kolstad, "Consumers' Willingness to Pay for the Color of Salmon: A Choice Experiment with Real Economic Incentives", American Journal of Agricultural Economics, Vol.88, No.4, pp. 1050-1061, 2006. DOI: http://dx.doi.org/10.1111/j.1467-8276.2006.00915.x
  9. W. Adamowicz, P. Boxall, M. Williams and J. Louviere, "Stated Preference Approaches for Measuring Passive Use Values: Choice Experiments and Contingent Valuation", American Journal of Agricultural Economics, Vol.80, No.1, pp. 64-75, 1998. DOI: http://dx.doi.org/10.2307/3180269
  10. W. H. Greene, "Econometric Analysis(6th ed.)", Prentice Hall, 2007.
  11. W. F. Kuhfeld, "Marketing Research Methods in SAS", SAS Institute Inc, 2005.