Analysis of Tangerine Peel Attribute Preferences for Activating the Tangerine Peel Industry

다국어 초록 (Multilingual Abstract)

This study represents a significant effort to further advance the tangerine peel industry. Despite the numerous health benefits inherent in tangerine peels currently available in the market, consumer interest in these products remains relatively low. Addressing this issue necessitates a systematic analysis of consumer preferences regarding the various attributes of tangerine peels, with a particular focus on identifying the attributes that hold the greatest significance to consumers. To address this, the research leveraged Python to perform conjoint analysis on data collected from 100 surveys. The analysis encompassed four key attributes of tangerine peels, namely, efficacy, taste, distribution network, and pesticide usage. The findings of the analysis underscore that consumers place the highest value on the attribute of efficacy, with taste and pesticide usage receiving comparable levels of importance. In contrast, the distribution network emerged as the attribute of least significance to consumers. These research findings are anticipated to offer valuable insights for promoting and enhancing the tangerine peel industry in the Jeju region. Furthermore, they are expected to facilitate the development and marketing of future tangerine peel products, ultimately contributing to the industry's growth.

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