한국산림과학회지 (Journal of Korean Society of Forest Science)

  • 제104권1호
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  • Pages.169-178
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  • 2015
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  • 2586-6613(pISSN)
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  • 2586-6621(eISSN)
한국산림과학회 (Korean Society of Forest Science)
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컨조인트 분석을 이용한 산마늘 절임 제품의 소비자 소비행태 및 선호도 분석

Consumer Consumption Behavior and Preference of Salted Wild Vegetable: A conjoint analysis with Allium victorialis

  • 김기동 (산림조합중앙회 임업경제경영연구소)
  • Kim, Ki Dong (Forestry Economic Research Institute, National Forestry Cooperatives Federation)
  • 투고 : 2014.09.01
  • 심사 : 2014.09.14
  • 발행 : 2015.03.31
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초록

본 연구는 산마늘 절임제품을 대상으로 소비자들의 구입행태와 선호도를 분석하여 향후 산마늘 절임제품의 새로운 제품개발과 마케팅 전략 수립 등에 필요한 기초자료를 제공하고자 수행하였다. 산마늘 절임제품에 대한 소비자들의 일반적인 소비행태 분석을 수행하였으며 산마늘 절임제품의 속성별 중요도 도출을 위해 컨조인트 분석을 수행하였다. 그리고 시장세분화를 위한 군집분석과 시장점유율 예측을 위한 Logit 모형을 적용한 시뮬레이션 등을 수행하였다. 소비자 선호도 분석을 위한 컨조인트 분석결과, 소비자들은 산마늘 절임제품의 제품 포장용기를 제품 구매시 가장 중요하게 고려하며 다음으로 절임간장의 콩 원산지인 것으로 분석되었다.

The purpose of this study is to obtain the basic information for developing new product and marketing strategies of salted wild vegetable. This study analyzes consumer's consumption behavior and preference on salted Allium victorialis using the conjoint analysis. The result shows that 'Container' is the most important factor among various attributes of salted Allium victorialis, followed by 'Origin of Salting Sauce Soy', 'Price', 'Traditional Food Quality Certification', and 'Area of production'.

키워드

참고문헌

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