http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
시나리오 기법을 적용한 영국 소비자의고추장 소스 가격민감도 분석
임성일,한경수,이성훈,Peter Burgess,서경미 한국외식경영학회 2008 외식경영연구 Vol.11 No.4
The purpose of the study was assessing relative preference of Hot/Spicy sauce focused on England consumer using conjoint analysis. From the results of the study, we could derive the best sauce attributes' standard. The respondent group was selected by CCFRA's customer database. 676 respondents attended for the survey, 76% was women, and all respondents was aged between 18-65years. The On-line survey method was used. Scenario method & conjoint analysis was adopted for the study. The results were followed. The price difference wasn't existed between 75p & 95p, 1.15p & 1.35p, and 1.35p & 1.55p. But the price difference was existed between 1.55p & 1.75, and 1.75p & 1.95. Seeing the brand, Joy sauce, and Blue Dragon were more sensitive than Lingham and Wing Yip. From the results of the study, we could some suggestions. First, we could make Hot&Joy price point such as 95p, 1.35£, and 1.55£. Second, the separation merchandising channel and production channel. Example, on market entry period of time, Hot&Joy brand should be substituted for popular brand such as a Blue dragon. The study had a meaning that the initial research suggested a price point on Kochjang sauce.