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KMID : 1011620190350010081
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Korean Journal of Food and Cookey Science
2019 Volume.35 No. 1 p.81 ~ p.90
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A Study of Consumer Experience Purchasing Pickles and Importance-Performance Analysis Based on the Selection Attributes
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Lee Myung-Hee
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Abstract
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Purpose: This study assessed long term marketing strategies for promoting pickles sales through purchase experience analysis of consumers and Importance-performance analysis (IPA) of the selection attributes.
Methods: A self-administered questionnaire was conducted on 440 adults aged over 20 years (440 valid responses). For statistical analysis, χ2-tests of independence, ANOVA, paired t-test was conducted using IBM SPSS Statistics (ver. 24.0) software.
Results: The importance level rating on the selection attributes of pickles was 3.88 on average with significant differences among the age groups: 3.74, 3.87, 3.88, and 4.01 for those in their 20s, 30s, 40s, and over 50s, respectively (p<0.001). Among the selection attributes surveyed, the importance level of ‘food appearance’, ‘brand’, ‘place of sale’, ‘packing material’, ‘packaging design’, ‘origin of material’, and ‘nutrition facts’ were significantly different among the age groups (p<0.001, p<0.01, p<0.05). The mean rating of the performance level among the subjects was 3.58. The ‘quantity’ showed significantly different performance level ratings among the age groups (p<0.05). Importance-performance analysis showed that ‘taste’, ‘food hygiene’, ‘raw materials’, ‘preserve method’, ‘origin of materials’, and ‘expiration date’ fell into the ‘Doing great, keep it up’ quadrant, scoring high on both the importance and performance levels. ‘Price’, ‘quality certification’ had a high importance level but low performance level, illustrating the ‘Focus here’ grid, whereas ‘food appearance’, ‘place of sale’ fell into the ‘Overdone’ quadrant with high performance levels compared to the low importance level. The selection attributes in the ‘Low priority’ grid, and those with a low-importance low-performance level, were ‘brand’, ‘quantity, ‘packing material’, ‘packaging design’, and ‘nutrition facts’.
Conclusion: To promote and expand the sales of pickles, selection attributes of ages need to be considered, and ‘price’, ‘quality certification’, and high importance but low performance attributes must be improved. Specific marketing strategies reflecting the consumption propensity are also important.
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KEYWORD
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pickle, purchase experience, selection attribute, Importance-performance analysis (IPA)
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