A Study on the Selection Attributes of Frozen Mandu (Korean Dumpling) for Adults in the Jeonbuk Area Using Conjoint Analysis

Abstract

This study analyzed the comparative merits of a selection of frozen mandu (Korean dumplings) as determined by adults in the Jeonbuk area and suggests an ideal type of frozen mandu that would appeal to adults as determined by conjoint analysis. Two hundred forty-one questionnaires were distributed from June to July 2022 to adults who had previously purchased a frozen mandu in a hypermarket or online. The order of importance of frozen mandu attributes was type (39.73%), ingredients (35.16%), purchasing method (13.14%), and shell texture (11.97%). The ideal combination of the selection attributes was purchase online and grilled mandu with meat and a chewy texture. The most preferred frozen mandu for adults showed an incremental 62.7% potential market share by choice simulation versus the frozen mandu being currently sold. Using the attributes utility, the adult frozen mandu market was divided into two clusters. Adults in cluster 1 preferred grilled mandu and online purchase, while those in cluster 2 preferred steamed mandu and store purchase. The results of this study will help establish a database that contributes to the development of various frozen mandu products and the construction of marketing strategies targeting adults.