Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
권호 표지

Conjoint Analysis with the Addition of Brown Rice and Black Rice in Triangular Gimbap of the Consumer Preference

컨조인트를 이용한 현미와 흑미를 첨가한 삼각김밥의 선호 분석

  • Kim, Hyun-Ah (Dept. of Food Service Management, Kyung Hee University) ;
  • Lee, Kyung-Hee (Dept. of Food Service Management, Kyung Hee University)
  • 김현아 (경희대학교 외식경영학과) ;
  • 이경희 (경희대학교 외식경영학과)
  • Received : 2013.07.15
  • Accepted : 2013.10.31
  • Published : 2013.10.31
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Abstract

The purpose of this study is to examine consumers increased interest pertaining to the structural elements of the triangular gimbap. Through an investigation of their importance by attribute and the attribute's partial value, the preference of the triangular gimbap was obitained. The survey was conducted with a panel of two hundred and one university students, from January 7, 2013 to January 14, 2013. In order to achieve an optimal production of the triangular gimbap, the survey consists of 8 profiles with an orthogonal design for cross-validity authorization and reliability of the model. The statistical data analyses use SPSS/WIN 20.0 for the conjoint analysis. The results of this study indicate that the triangular gimbap, with 30% brown rice, mixed stuffing, weight of 100 grams, and a price of 800 won was selected. It is an estimation that new customers will be attracted to the triangular gimbap that consists of a variety of rice and stuffing.

Keywords

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