Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Technological Commercialization Strategy based on Consumer Preference Analysis of Low-sodium Instant noodle Ramen

저염화 라면의 소비자 선호 분석을 활용한 기술사업화 전략

  • Oh, Sang Ho (Convergence Technology & Management Engineering, Graduate school, Yonsei University) ;
  • Leem, Choon Seong (Department of Industrial Engineering, College of Engineering, Yonsei University)
  • 오상호 (연세대학교일반대학원융합기술경영공학과) ;
  • 임춘성 (연세대학교공과대학산업공학과)
  • Received : 2018.10.24
  • Accepted : 2018.12.14
  • Published : 2018.12.31
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Abstract

The purpose of this study was to develop a technology commercialization strategy by analyzing the consumer preference for low-sodium instant noodle ramen, which has a sodium content of 1,730 mg or less. For the commercialization of such low-sodium ramen, this study examined how much consumers would pay through an analysis of consumer preference by conjoint analysis. This study surveyed 1,004 men and women in their 20 s and 50 s between the ages of 20 and 50 years in Korea using an online survey. If the price of conventional instant noodle ramen is KRW 4,000 (approximately USD 3.57) per 5 packs for one pack of 5 servings in a supermarket, this study surveyed how much more they respondents would pay if the sodium was reduced by 10.0, 20.0, and 30.0%. The study found that if sodium was reduced by 10.0, 20.0, and 30.0%, the respondents would pay as much as KRW 4,180, KRW 4,307, and KRW 4,515, respectively. The attributes of low-sodium instant noodle ramen were examined according to the degree of sodium reduction, vegetable protein ingredients, brand, where to buy and price with each level. The Marginal Willingness To Pay (MWTP) was analyzed as follows. If the sodium content of ramen soup is reduced by 1.0%, the amount that can be paid would be KRW 105.78. Respondents could pay KRW 1,673 more for famous brand ramen than an unknown brand ramen. The study results indicated that when a new product is developed and released, it can be expected to increase sales of the new product by understanding the foreseeable value that consumers could pay for and realize the technological commercialization of the technology.

Keywords

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Demographic characteristic and general features of respondents

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Levels of Sodium intake

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Willing to intake sodium less than normal level

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Acceptance of price by sodium sensitivity

Attributes & attributes levels in conjoint survey

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Estimated coefficients of attributes

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Relative Importance by Attributes

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The amount of marginal willingness to pay by attribution in conjoint analysis

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