소비자들의 맥주 선택속성 : 국산, 수입, 수제 맥주 비교 분석을 중심으로

• 영문명: Beer Selection Properties of Consumers : Focusing on Comparative Analysis of Domestic, Imported and Craft Beer
• 발행기관: 한국산업경영시스템학회
• 저자명: 이현수(Hyeonsu Lee) 김성현(Sung-Hyun Kim) 김보람(Bo-Ram Kim)
• 간행물 정보: 『산업경영시스템학회지』제42권 제3호, 167~175쪽, 전체 9쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2019.09.30

영문 초록

The purpose of this study is to analyze the factors influencing consumers purchasing of domestic, imported and craft beer through AHP analysis and to provide implications for marketing for each beer market. In this study, theories and calculations related to AHP analysis were thoroughly examined and selection attributes were determined by referring to existing theories. A total of 164 consumers who have purchased beer were the target of the survey. The results were analyzed by AHP analysis and the differences were analyzed. It was confirmed that the domestic, imported, and craft beer had the highest weight in the taste in the first layer. At this time, we can confirm that imported, and craft beer has a relatively high weight on taste and domestic beer has a relatively high weight on brand image. We also found that design and advertising images do not have a significant impact on beer selection. Even though it is study on beer, we can find people have different preference between their orgin. In this study, it is possible to show what type of factors does the beer manufacturing and distribution company should concentrate on by analyzing factors that consumers consider, unlike other studies focusing on consumption status of existing beer.

목차

1. 서 론

2. 이론적 배경

3. 연구모형 및 방법

4. 분석결과

5. 결 론

키워드

Analytic Hierarchy Process(AHP) Purchase Choice Beer