Relative Importance of Selection Attributes in Garlic-Based Health Functional Food Using Conjoint Analysis

This study analyzed the comparative importance of the selection attributes of a lunch box (dosirak) in single men and suggests a solution for the ideal type of lunch box that would appeal to single men using conjoint analysis techniques. A total of 252 questionnaires were distributed to single men who had previously purchased a lunch box in convenience stores or franchise dosirak stores. The conjoint design was applied to evaluate a hypothetical lunch box for single men. As a result, the order of importance of the attributes of the lunch box was found to be the price (41.66%), menu composition (24.62%), delivery status (17.45%), and place of purchase (16.27%). The ideal combination of the selection attributes of lunch box was a purchase in a franchise dosirak store, having a delivery service, a type 3 menu (Rice･Kimchi＋fried pork cutlet, chicken, fish cutlet), and a low price of 3,500 won. The most preferred lunch box showed an incremental 57.6% potential market share using choice simulation compared to the lunch box being currently sold. Using the utility of attributes, the lunch box market for single men was classified into two segments. As a result of market segmentation, single men of cluster 1 preferred a lunch box with the menu type 2 and a price of 8,500 won while single men of cluster 2 preferred a lunch box with the menu type 3 and a price of 3,500 won. These results will help establish a database that contributes to the development of differentiated products and building marketing strategies that can satisfy the needs of single men.

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

Gong,

Choi,

Rho

2024

JKFN

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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.

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Relative Importance of Selection Attributes in Garlic-Based Health Functional Food Using Conjoint Analysis

Cited by 3 publications

References 26 publications

An Investigation of the Relative Importance of the Selection Attributes of Red Ginseng Coffee by Conjoint Analysis

An Investigation of the Relative Importance of the Selection Attributes of Red Ginseng Coffee by Conjoint Analysis

Studies of Selection Attributes for Lunch Boxes (Dosirak) Using Conjoint Analysis among Single Men

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

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