선택형 컨조인트 분석을 이용한 중국 수입맥주 시장에 관한 연구

• 영문명: Using Choice-Based Conjoint Analysis in the China Market of Imported Beer
• 발행기관: 한국유통과학회
• 저자명: 고지화(Zhihua Gao) 오장건(Zhangjian Wu) 고봉(Feng Gao) 장준(Jun Zhang)
• 간행물 정보: 『산경연구논집(JIDB)』Volume.9 No.6, 57~64쪽, 전체 8쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2018.06.30

영문 초록

Purpose - With the rapid economic development, great changes have happened in the Chinese beer market. The scale of imported beer is increasing. However, the sales of native Chinese beer decrease in recent years. It is because more Chinese customers prefer beer with unique attributes than those with lower prices. In order to take an advantage in this market, practitioners should develop new products to satisfy Chinese customers. Scholars have also focused on beer characteristics to estimate consumers’ behavior for improving the development of beer industry. However, most studies are theoretically centered on marketing strategy management or general understanding of the market. It is not enough for us to explain customers’ consumption patterns. Some empirical research did attempt to find out beer attributes that may influence their choice behavior. However, they failed to verify what can increase customers’ utility through a new product. More importantly, few evidences can be found in the literature. Therefore this study explores the major characteristics of imported beer which may associate with customers’ preferences. Research design, data, and methodology - With the results of literature review and focus group interview, we found out four main imported beer attributes and the levels of each factor. A pre-test is constructed to check the problems in the questionnaire protocol. With the results of pre-test, the revised questionnaire is processed among customers who have purchased and had imported beer in China regions such as Beijing, Shanghai, Jiangsu, Guangdong and so on. The choice-based conjoint analysis is applied to analyze the useful data of 205. Results - Results indicate that choice-based conjoint analysis is the effective method to estimate customers’ choice behavior. Results also indicate that country of origin, price, taste, and package affect customers’ preference and the importances of imported beer attributes are significantly different. Conc

목차

1. 서론

2. 선행연구 고찰

3. 연구설계

4. 연구결과

5. 결론

키워드

Imported Beer Attributes Choice-Based Conjoint Analysis China Market