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KMID : 0665420180330060523
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Korean Journal of Food Culture
2018 Volume.33 No. 6 p.523 ~ p.530
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Technological Commercialization Strategy based on Consumer Preference Analysis of Low-sodium Instant noodle Ramen
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Oh Sang-Ho
Leem Choon-Seong
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Abstract
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The purpose of this study is to develop a technology commercialization strategy with analyzing consumer preference of low-sodium instant noodle ramen what is defined as it with sodium content of 1,730mg or less. For the commercialization of such low-sodium ramen, we studied how consumers can pay maximum value through analysis of consumer preference by conjoint analysis. We surveyed 1,004 men and women in their 20s and 50s living who were between the ages of 20 and 50 years in Korea by online survey. If the price of conventional instant noodle ramen were to would be KRW 4,000(about USD 3.57) per 5 packs for one pack of 5 servings in a supermarket, we surveyed how much more they respondents could pay if sodium was reduced by 10.0%, 20.0% and 30.0%. The study found that if sodium is reduced by 10.0%, 20.0% and 30.0%, the respondents will be able to pay as much as KRW 4,180, KRW 4,307and KRW 4,515, respectively. We set have also studied about the attributes of low-sodium instant noodle ramen to degree of sodium reduction, vegetable protein ingredients, brand, where to buy and price with each level. Marginal Willingness To Pay(MWTP) were analyzed as follows: if the sodium content of ramen soup is will be reduced by 1.0%, the amount that can be paid is KRW105.78. Respondents could pay KRW 1,673 more for famous brand ramen than unknown brand ramen. The study results indicated, 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 can could pay for and to realize the technological commercialization commercializing the technology.
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KEYWORD
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Technological commercialization strategy, conjoint, low-sodium, instant noodle ramen, consumer attitude analysis, willing to pay
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