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KMID : 0665420220370050429
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Korean Journal of Food Culture
2022 Volume.37 No. 5 p.429 ~ p.437
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An Investigation of the Relative Importance of the Selection Attributes of School Milk Programs by Conjoint Analysis
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Park Moon-Kyung
Kim Hye-Young
Baek Hee-Joon
Jeong Yun-Hui
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Abstract
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This study evaluated the quality of school milk programs and analyzed the relative importance of school milk programselection attributes using conjoint analysis. The survey was conducted on students from middle and high schools inmetropolitan cities that provide school milk programs. Responses were received from 414 students and the data wassubjected to frequency analysis, t-test, and conjoint analysis using the SPSS Statistics Package. While evaluating white milkin the school milk program, middle school students rated ‘packaging condition’ (4.23) the highest, high school students rated‘nutrition’ (4.64) the highest, and their evaluation of all the quality attributes was significantly different from that of middleschool students (p<0.001). Overall satisfaction scores too, showed a significant difference between high school (4.46) andmiddle school students (4.01) (p<0.001). Processed milk & dairy products had the highest satisfaction score in the attributeof ‘serving time’ (4.57). The relative importance of the choice attributes of the school milk program was in the order of‘number per item’ (62.260%), ‘temperature’ (25.708%), and ‘serving method’ (12.032%) for all students. The school milkprogram most preferred by all students and middle school students was to provide milk at a refrigerated temperature, selectwhite milk three times a week, processed milk, fermented milk, and cheese twice a week, and provide it at the desired time.
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KEYWORD
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School milk program, selection attributes, relative importance, conjoint analysis
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