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KMID : 1011620160320050609
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Korean Journal of Food and Cookey Science
2016 Volume.32 No. 5 p.609 ~ p.618
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Evaluating Choice Attributes of Korean Ginseng Chicken Soup as a Home Meal Replacement (HMR) Product Using Conjoint Analysis - A Case Study of Singapore Market
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Kim Eun-Mi
Ahn Jee-Ahe
Lee Ho-Jin
Lee Min-A
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Abstract
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Purpose: The purpose of this study was to analyze the attributes considered important by Singaporeans in the selection of Korean ginseng chicken soup as an HMR product using conjoint analysis techniques.
Methods: A total of 400 questionnaires were distributed to local consumers in April 2012, of which 324 were completed (81.0%). Statistical analyses of data were performed using SPSS/Windows 18.0 for descriptive statistics and conjoint analysis.
Results: Analysis of the attributes and levels of Korean ginseng chicken soup as an HMR product for people who lived in Singapore showed the relative importance of each attribute as follows: packing (32.4%), chicken (32.1%), glutinous rice (13.8%), soup (11.6%), and ginseng (10.0%). Results showed that Singaporean consumers preferred code J’s Korean ginseng chicken soups as an HMR product, which consisted of half a chicken, glutinous rice, a whole ginseng root in a soy sauce-based soup, and a partially transparent package. The most preferred Korean ginseng chicken soup gained 50.4% potential market share from choice simulation when compared with the second preferred one.
Conclusion: This study has significance in that such a practical research contributes to product development of a specific Korean dish for foreign consumers. In addition, the results of this study provide useful information for the food industry for global expansion and commercialization of Korean food, thereby providing an important foundation for future development of various Korean foods as HMR products.
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KEYWORD
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HMR (Home Meal Replacement), Korean food, Korean ginseng chicken soup, conjoint analysis
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