KMID : 0665420190340060719
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Korean Journal of Food Culture 2019 Volume.34 No. 6 p.719 ~ p.725
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Investigation of the Relative Importance and Optimal Utility on Choice Attributes of Fermented Milk
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Park Moon-Kyung
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Abstract
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This study examined the relative importance and the effective utility of fermented milk by consumers. The questionnairewas developed by an in-depth interview and literature review and was surveyed on-line. Statistical analysis was carried outdescriptive analysis, ANOVA, paired t-test, and conjoint analysis using the SPSS package. First, an analysis of theconsumption status of fermented milk found that the consumption frequency was 1-2 times/week (36.2%), 3-4 times/week(26.5%). The product choice attributes of fermented milk were found to be the same with ¡®taste¡¯ (3.93) and ¡®manufacturingdate/expired date¡¯ (3.92), rated the highest, followed in order by, ¡®sanitary quality¡¯ (3.82), ¡®origin of ingredient¡¯ (3.81).
Comparative analysis of the importance and satisfaction level of the choice attributes of fermented milk showed that thechoice attributes with lower satisfaction compared to importance were ¡®taste¡¯, ¡®nutrients¡¯, ¡®manufacturing data/expired date¡¯,¡®sanitation quality¡¯, ¡®price¡¯, ¡®manufacturing method¡¯ and ¡®certification of quality¡¯ (p<0.001, p<0.01). ¡®Price¡¯ and¡®certification of quality¡¯ were the choice attributes of fermented milk classified as ¡®Focus Here¡¯ because of its high importanceand low satisfaction. The preferred combination of relative importance in choice attributes of the fermented milk was¡®domestic resource¡¯, ¡®Eat with spoon¡¯, and ¡®none additives¡¯. Therefore, it is believed that sales will increase if dairy companiescan improve the ¡®price¡¯ and ¡®certification of quality¡¯. In addition, the use of domestic ingredients in the development of newfermented milk products in the future could be an important marketing factor in consumer choice.
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KEYWORD
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Conjoint analysis, fermented milk, relative importance, choice attributes
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