국내산 발효유 선택속성의 상대적 중요도 및 최적효용 도출 = Investigation of the Relative Importance and Optimal Utility on Choice Attributes of Fermented Milk

다국어 초록 (Multilingual Abstract)

This study examined the relative importance and the effective utility of fermented milk by consumers. The questionnairewas developed by an in-depth interview and literature review and was surveyed on-line. Statistical analysis was carried outdescriptive analysis, ANOVA, paired t-test, and conjoint analysis using the SPSS package. First, an analysis of theconsumption status of fermented milk found that the consumption frequency was 1-2 times/week (36.2%), 3-4 times/week(26.5%). The product choice attributes of fermented milk were found to be the same with ‘taste’ (3.93) and ‘manufacturingdate/expired date’ (3.92), rated the highest, followed in order by, ‘sanitary quality’ (3.82), ‘origin of ingredient’ (3.81).
Comparative analysis of the importance and satisfaction level of the choice attributes of fermented milk showed that thechoice attributes with lower satisfaction compared to importance were ‘taste’, ‘nutrients’, ‘manufacturing data/expired date’,‘sanitation quality’, ‘price’, ‘manufacturing method’ and ‘certification of quality’ (p<0.001, p<0.01). ‘Price’ and‘certification of quality’ were the choice attributes of fermented milk classified as ‘Focus Here’ because of its high importanceand low satisfaction. The preferred combination of relative importance in choice attributes of the fermented milk was‘domestic resource’, ‘Eat with spoon’, and ‘none additives’. Therefore, it is believed that sales will increase if dairy companiescan improve the ‘price’ and ‘certification of quality’. In addition, the use of domestic ingredients in the development of newfermented milk products in the future could be an important marketing factor in consumer choice.

참고문헌 (Reference)

1 박근아, "친환경농산물 소비확대에 영향을 미치는 요인 분석" 한국유기농업학회 22 (22): 381-395, 2014

2 김호, "친환경농산물 소비자의 소비 및 의식실태에 대한 분석과 마케팅전략 수립에 대한 시사점" 한국식품유통학회 27 (27): 43-62, 2010

3 박문경, "신설 대학급식소 운영 계획을 위한 서비스 품질 속성의 상대적 중요도 규명 : conjoint 분석의 활용" 대한영양사협회 12 (12): 390-403, 2006

4 허승욱, "수도권 소비자의 친환경농산물 소비실태 분석과 소비확대 전략" 한국유기농업학회 11 (11): 2-38, 2003

5 Park MK, "The investigation on perception and country of origin for dairy product in Korea" 2018

6 Jang JB, "Strategies of development for dairy processing industry" Korea Rural Economic Institute 65-74, 2011

7 Heo MH, "SPSS statistics conjoint analysis" SPSS Korea 5-70, 2009

8 aT (Korea Agro-Fisheries & Food Trade Corporation), "Processed food market report: fermented milk" Ministry for Food, Agriculture, Forestry and Fisheries 1-6, 2016

9 aT (Korea Agro-Fisheries & Food Trade Corporation), "Processed Food Market Report" 85-100, 2013

10 "Korea Food Standards Codex"

11 Kwon YS, "Drinking yogurt>eating yogurt with spoon on popular fermented milk, and market size"

12 Jeon SG, "Development of policy simulation model and analysis of scenario effect for meat processing product and dairy processing product" Korea Rural Economic Institute 184-188, 2014

13 aT (Korea Agro-Fisheries & Food Trade Corporation), "Current status on market segment of processed food:butter/cheese" Ministry for Food, Agriculture, Forestry and Fisheries 40-73, 2015

14 aT (Korea Agro-Fisheries & Food Trade Corporation), "Consumption and consumption behavior on processed food: statistical data" 50-51, 2015

15 aT (Korea Agro-Fisheries & Food Trade Corporation), "Consumption and consumption behavior on processed food" 146-154, 2015