Evaluating Choice Attributes of Korean Ginseng Chicken Soup as a Home Meal Replacement (HMR) Product Using Conjoint Analysis: A Case Study of Singapore Market = 컨조인트 분석을 이용한 삼계탕 간편가정식의 선택속성 분석: 싱가포르 시장을 중심으로

다국어 초록 (Multilingual Abstract)

Purpose: The purpose of this study was to analyze the attributes considered important by Singaporeans in the selection of Korean ginseng chicken soup as an HMR product using conjoint analysis techniques. Methods: A total of 400 questionnaires were distributed to local consumers in April 2012, of which 324 were completed (81.0%). Statistical analyses of data were performed using SPSS/Windows 18.0 for descriptive statistics and conjoint analysis. Results: Analysis of the attributes and levels of Korean ginseng chicken soup as an HMR product for people who lived in Singapore showed the relative importance of each attribute as follows: packing (32.4%), chicken (32.1%), glutinous rice (13.8%), soup (11.6%), and ginseng (10.0%). Results showed that Singaporean consumers preferred code J's Korean ginseng chicken soups as an HMR product, which consisted of half a chicken, glutinous rice, a whole ginseng root in a soy sauce-based soup, and a partially transparent package. The most preferred Korean ginseng chicken soup gained 50.4% potential market share from choice simulation when compared with the second preferred one. Conclusion: This study has significance in that such a practical research contributes to product development of a specific Korean dish for foreign consumers. In addition, the results of this study provide useful information for the food industry for global expansion and commercialization of Korean food, thereby providing an important foundation for future development of various Korean foods as HMR products.

참고문헌 (Reference)

1 유영희, "홈쇼핑 온라인 몰의 HMR 선택속성이 지각된 가치와 재 구매 의도에 미치는 영향" 한국외식경영학회 15 (15): 197-218, 2012

2 장혜자, "한식 상품화를 위한 내․외국인의 한식에 대한 선호도 및 상품 개발 견해" 한국식품조리과학회 26 (26): 458-468, 2010

3 안성식, "컨조인트분석을 이용한 패밀리 레스토랑의 성공요인에 관한 연구" 한국외식경영학회 8 (8): 87-104, 2005

4 김광지, "컨조인트 분석을 통한 한식업소 컨셉 개발에 관한 연구: 아침외식산업시장을 중심으로" 한국관광학회 31 (31): 319-336, 2007

5 전혜미, "컨조인트 분석을 통한 HMR 상품 개발에 대한 연구" 한국호텔외식관광경영학회 18 (18): 301-315, 2009

6 최원식, "컨조인트 분석법을 이용한 한국 음식의 HMR 상품 개발에 관한 연구" 한국조리학회 18 (18): 156-167, 2012

7 서선희, "중국 현지인의 한식에 대한 인식과 한식 레스토랑 만족도 및 재방문의도 - 방문 경험과 방문 빈도 차이를 중심으로 -" 한국식생활문화학회 24 (24): 126-136, 2009

8 이진영, "외국인 소비자의 한식 선호도와 관능적 특성에 대한 인식 - 출신국가별 비교를 중심으로 -" 한국식생활문화학회 25 (25): 9-16, 2010

9 이애자, "삼계탕 선택속성의 중요도-만족도 분석 : 재한 중국 유학생들을 중심으로" 한국외식경영학회 12 (12): 217-234, 2009

10 정라나, "가정식사 대용식(HMR) 선택 속성 분석" 한국식생활문화학회 22 (22): 315-322, 2007

11 Dimancescu D, "World-class new product development : Benchmarking best practices of agile manufacturers" McGraw-Hill Education 23-25, 1996

12 National Restaurant Association, "Top food trends from the 2012 NRA show"

13 Costa AIDA, "To cook or not to cook : A means-end study of motives for choice of meal solutions" 18 (18): 77-88, 2007

14 Green PE, "Thirty years of conjoint analysis: Reflections and prospects" 31 (31): 56-73, 2001

15 Asuero AG, "The correlation coefficient : An overview" 36 (36): 41-59, 2006

16 Chakraborty G, "The ability of ratings and choice conjoint to predict market shares : A Monte Carlo simulation" 55 (55): 237-249, 2002

17 Business Monitor International, "Singapore food & drink report"

18 Food Export USA, "Singapore country profile"

19 Green PE, "Segmenting markets with conjoint analysis" 55 (55): 20-31, 1991

20 Cardello AV, "Role of consumer expectancies in the acceptance of novel foods" 50 (50): 1707-1714, 1985

21 Garber LL, "Product experience" Elsevier 581-602, 2008

22 Olsen NV, "Predicting consumers’intention to consume ready-to-eat meals. The role of moral attitude" 55 (55): 534-539, 2010

23 Hair JF, "Multivariate data analysis" Prentice-Hall 429-436, 1998

24 Spence C, "Multisensory design : reaching out to touch the consumer" 28 (28): 267-308, 2011

25 Jang YJ, "Mature consumers’ patronage motives and the importance of attributes regarding HMR based on the food-related lifestyles of the upper middle class" 30 (30): 55-63, 2011

26 Bogue J, "Market-oriented new product development of meal replacement and meal complement beverages" 12 (12): 1-18, 2006

27 Grunert KG, "Market orientation in food and agriculture" Springer 34-40, 1995

28 Korean Food Foundation., "Korean restaurants overseas guidebook: Singapore (Hansik R&D resources)"

29 Toombs K, "How to redesign your organization to match customer needs" 23 (23): 52-56, 1995

30 나정기, "HMR의 분류체계에 관한 연구" 한국관광연구학회 26 (26): 233-248, 2012

31 배준호, "HMR 이용객의 식음료 정보인식수준의 세분화에 관한 연구 - HMR 영양정보를 중심으로 -" 관광경영학회 14 (14): 67-82, 2010

32 Kwon TS, "HMR selection motive and behaviorism by lifestyle type" 4 (4): 395-408, 2005

33 Korea IT Times, "Globalization of Korean food for good health of people across the world"

34 Korean Food Foundation, "Ginseng chicken soup (food name dictionary)"

35 Hutchins R, "Food consumption´98: The one stop guide to the food consumer" Institute of Grocery Distribution Business Publication 53-55, 1998

36 Gofton L., "Food choice and the consumer" Blackie Academic & Professional 152-181, 1995

37 New Zealand Trade and Enterprise, "Export from New Zealand>Export markets>East Asia>Singapore"

38 Lusk JL, "Effect of experimental design on choice-based conjoint valuation estimates" 87 (87): 771-785, 2005

39 Suzuki H, "Effect of Korean ginseng chicken soup feeding on plasma lipids, glucose, glycosylated hemoglobin, and stress-induced gastriculcers in mice" 20 (20): 575-584, 2000

40 Brunner TA, "Convenience food products. Drivers for consumption" 55 (55): 498-506, 2010

41 Geeroms N, "Consumers’ healthrelated motive orientations and ready meal consumption behavior" 51 (51): 704-712, 2008

42 Candel MJJM, "Consumers’ convenience orientation towards meal preparation : Conceptualization and measurement" 36 (36): 15-28, 2001

43 Scholderer J, "Consumers, food and convenience : The long way from resource constraints to actual consumption patterns" 26 (26): 105-128, 2005

44 Gil JM, "Consumer preferences for wine attributes : a conjoint approach" 99 (99): 3-11, 1997

45 Euromonitor International, "Consumer lifestyles in Singapore"

46 Euromonitor International, "Consumer foodservice in Singapore"

47 Green PE, "Conjoint analysis in marketing : new developments with implications for research and practice" 54 (54): 3-19, 1990

48 Green PE, "Conjoint analysis in consumer research : Issues and outlook" 5 (5): 103-123, 1978

49 Ahlgren M, "Attitudes and beliefs directed towards ready-meal consumption" 4 (4): 159-169, 2004

50 Agriculture and Agri-Food Canada, "Agri-food past, present & future report Singapore"

51 Agriculture and Agri-Food Canada, "Agri-food consumer profile: Singapore"

52 Jago D, "A healthy outlook" 169 (169): 29-47, 2000

53 Food Product Design, "2012 Food, beverage trends"

54 Food Processing, "2012 Food industry outlook: a taste of things to come"