A Exploratory Study on the Well-Being New Product Development with Using Consumer Value Knowledge

소비자 가치 지식을 활용한 웰빙 신제품 개발에 관한 탐색적 연구

  • 우정 (SK경영경제연구원) ;
  • 한수진 (호서대학교 경영학과) ;
  • 강민희 (연세대학교 마케팅전략연구센터)
  • Received : 2008.09.09
  • Accepted : 2008.11.11
  • Published : 2008.09.21

Abstract

Company strategy that considers market trend becomes a more important key to success in the new product development. Well-being as a present social trend has created a huge new product market. but with increasing number of camouflaged well-being products that are not fulfilled consumer needs. The purpose of this study is to understand the concept of well-being products from a consumer point of view an to find five consumer values based on the consumer value model of Sheth, Newman, and Gross(1991) through conducting content analysis from semi-structured individual In-depth Interviews. This study has a significance in identifying the detailed consumer value attributes and influence factors by collecting practical and reach qualitative data in the lack of systematic research of domestic well-being market and its products from a consumer point of view. The result of this study will be a foundation of future quantitative researches and provide a guideline to companys' well-being marketing strategy.