녹차 소비자의 구매동기 중요도와 만족도 분석(IPA)을 이용한 브랜드 개발 연구

• 영문명: Development of Green Tea Brand Using Importance-Performance Analysis for Purchase Motivation by Consumers
• 발행기관: 한국차학회
• 저자명: 김경희(Kyung-Hee Kim) 한영숙(Young-Sook Han)
• 간행물 정보: 『한국차학회지』제17권 제1호, 8~16쪽, 전체 9쪽
• 주제분류: 농수해양 > 기타농수해양
• 파일형태: PDF
• 발행일자: 2011.04.30

영문 초록

This study attempted to develop green tea brand using importance-performance analysis for purchase motivation by green tea consumers. The findings of the study were as follows: In quadrant I (keep up the good work), one variable such as ‘giving present’ was located. which is need to be managed continuously. In quadrant II (concentrate here), ten variables were located, such as ‘refreshness’, ‘to taste variety beverage’, ‘self-inclination’, ‘help smooth conversation’, ‘promote friendship’, ‘enjoy with food’, ‘good for health’, ‘release stress’, ‘mental relief’, and ‘quench thirst’, In quadrant III (low priority), eight variables were located, such as ‘to improve quality of life’, ‘have a party’, ‘celebrate special day’, ‘business reception’, ‘increase cultural level’, ‘follow trend’, ‘family’s favor’, and ‘recommendation’, In quadrant IV (possible overkill), one variable, ‘closer relationship with others’, was located. Some marketing implications were suggested.

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green tea brand motivation importance-performance analysis (IPA)