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KMID : 1011620190350020198
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Korean Journal of Food and Cookey Science
2019 Volume.35 No. 2 p.198 ~ p.207
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Study on the Relative Importance of Selecting Attribute in Purchasing Pickles by Conjoint Analysis
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Lee Myung-Hee
Kim Hye-Young
Ahn Young-Jik
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Abstract
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Purpose: This study provides basic data for developing new products and establishing long term marketing strategies for the sale of pickles by analyzing the consumers’ preference for pickles and the relative importance and preference of the selection attributes.
Methods: A self-administered questionnaire was conducted on 440 adults aged more than 20 years (440 valid responses). For statistical analysis, χ²-tests of independence, ANOVA, and conjoint analysis were performed using IBM SPSS Statistics (ver. 24.0).
Results: The overall preference for different preserved methods was rated in the order of pickles in soy sauce, pickles in vinegar, pickles with red pepper paste, pickles with soybean paste, and pickles with salt. The preference score for pickles in soy sauce and pickles with soybean paste showed significant differences among the age groups (p<0.05). Green pepper (p<0.001), garlic (p<0.001), Japanese apricot (p<0.01), onion (p<0.05), and radish (p<0.05) were preferred as a pickle material. The origin of ingredients was the most important attribute in purchasing pickles, followed by the packing material, brand, and taste. The most preferred product was identified as the one that has no seasoning flavor, was manufactured by small businesses, made from local food, and was packaged in glass, and the estimated preference value for the product was 0.617.
Conclusion: The difference in preference for pickles according to age needs to be considered when developing new products and establishing marketing strategies. Combining the selection attributes on pickles (origin of ingredients, packing materials, and brand, taste) using conjoint analysis is also needed to simulate new products for different consumers with a range of preferences.
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KEYWORD
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pickle, selection attribute, conjoint analysis, relative importance
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