Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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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

컨조인트 분석을 이용한 삼계탕 간편가정식의 선택속성 분석: 싱가포르 시장을 중심으로

  • Received : 2016.09.30
  • Accepted : 2016.10.26
  • Published : 2016.10.31
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Abstract

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.

목적: 세계 식품시장에서 한식과 편이식에 대한 니즈가 점차 증가함에 따라 싱가포르 시장은 한식을 이용한 간편가정식(HMR)의 잠재시장으로 떠오르고 있다. 다양한 한식 메뉴 중에서도 특히 삼계탕은 싱가포르 소비자의 선호도가 매우 높아 본 연구에서는 컨조인트 분석을 적용하여 삼계탕 HMR 선택 속성의 중요도를 분석하고자 하였다. 연구방법: 2012년 4월 싱가포르 현지 소비자 400명을 대상으로 설문지를 배포하였으며, 이 중 설문을 완료한 324명(81.0%)의 데이터를 분석하였다. 결과: 삼계탕 HMR을 구매하는데 있어 상대적으로 가장 중요한 속성으로는 포장(32.4%)이었고, 닭의 형태(32.1%), 찹쌀 포함 여부(13.8%), 삼계탕의 풍미(11.6%)와 인삼(10.0%)의 순서로 조사되었다. 제시된 16개 프로파일 중 제품 코드 J의 닭 반마리, 찹쌀 포함, 인삼 전체 한 뿌리 포함된 형태, 간장 육수, 그리고 제품이 부분적으로 보이도록 투명한 포장형태로 구성된 제품의 선호도가 가장 높은 것으로 조사되었다. 또한 초이스 시물레이션 분석을 통해, 싱가포르 소비자가 가장 선호하는 삼계탕 HMR이 출시될 경우 예상되는 시장 점유율은 50.4%로 나타났다. 결론: 이러한 조사 결과는 외국인 소비자의 보다 세분화된 니즈를 반영한 한식 상품을 개발하는데 구체적인 자료를 제공하며, 식품 산업적으로도 소비자 기호를 반영한 상품을 출시 할 수 있을 것으로 판단된다. 더불어 향후 한식 간편 가정식 개발이 더욱 활성화 됨에 따라, 한식 세계화에 따른 한식의 소비 확대에 보다 실제적인 적용이 가능할 것으로 사료된다.

Keywords

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