시나리오 기법을 적용한 영국 소비자의 고추장 소스 가격민감도 분석

• 영문명: Price sensitivity Analysis of Kochujang sauce using a scenario method focused on England consumer
• 발행기관: 한국외식경영학회
• 저자명: 임성일(Lim Seong Ii) 한경수(Han Kyung Soo) Peter Burgess 이성훈(Yi Sung Hun) 서경미(Seo Kyung Mi)
• 간행물 정보: 『외식경영연구』11권 4호, 179~197쪽, 전체 19쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2008.12.31

영문 초록

The purpose of the study was assessing relative preference of Hot/Spicy sauce focused on England consumer using conjoint analysis. From the results of the study, we could derive the best sauce attributes' standard. The respondent group was selected by CCFRA's customer database. 676 respondents attended for the survey, 76% was women, and all respondents was aged between 18-65years. The On-line survey method was used. Scenario method & conjoint analysis was adopted for the study. The results were followed. The price difference wasn't existed between 75p & 95p, 1.15p & 1.35p, and 1.35p & 1.55p. But the price difference was existed between 1.55p & 1.75, and 1.75p & 1.95. Seeing the brand, Joy sauce, and Blue Dragon were more sensitive than Lingham and Wing Yip. From the results of the study, we could some suggestions. First, we could make Hot&Joy price point such as 95p, 1.35￡, and 1.55￡. Second, the separation merchandising channel and production channel. Example, on market entry period of time, Hot&Joy brand should be substituted for popular brand such as a Blue dragon. The study had a meaning that the initial research suggested a price point on Kochjang sauce.

목차

Abstract

Ⅰ. 서론

Ⅱ. 연구 설계 및 방법

Ⅲ. 결과 분석

Ⅳ. 결론

참고문헌

키워드

Scenario Method Price Sensitivity Analysis Kochujang Sauce