한국유기농업학회지 (Korean Journal of Organic Agriculture)

  • 제28권2호
  • /
  • Pages.189-208
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  • 2020
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  • 1229-3571(pISSN)
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  • 2287-819X(eISSN)
한국유기농업학회 (Korean Association of Organic Agriculture)
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유기농 즉석밥 구입 시 소비자 선호 및 선택 속성에 관한 연구

A Study on the Consumer Preferences and Choice Attributes of Purchasing Organic Instant Rice

  • 김수현 (전북대학교 농업경제학과) ;
  • 백승우 (전북대학교 농업경제학과)
  • 투고 : 2020.04.13
  • 심사 : 2020.05.19
  • 발행 : 2020.05.31
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초록

The purpose of this study aims to estimate consumption selection attribute, part-worth of organic instant rice through the use of conjoint analysis method. The conjoint analysis is to trace the development of consumer preference among multi-attribute alternatives. The selection attribute was including 4 factors preferred Type of rice, Capacity, Brand and payment price. For this research, a total of 192 questionnaires was collected of which 200 were completed. The research design was a full profile method by orthogonal design then 9 main profiles, 3 holdout sets were created. The results of this research were as follows. Consumers of organic instant rice are consider their importance of selection attributes was in order to price (25.87%), Type of rice (27.231%), Brand/Purchase channel (24.013%) and Capacity (18.494%). The findings of this study have identified 3 clusters for each experience visitors. Each cluster has a different and showed the relative importance or preference values for each accessible attribute of the segmentation.

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참고문헌

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