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최대 10 단어까지만 선택 가능합니다.
문제 정의
- This research performed CBCA to analyze male consumer preferences toward cosmetic essence-formen in segmented markets. The authors adopted this approach since it has definite advantages over traditional conjoint analysis approaches, in that respondents’ task of choosing a preferred profile from a choice set closely mimics the actual purchasing behavior of consumers.
제안 방법
- A dual design of the expanded BIBD was obtained by interchanging the role of blocks and treatments, and then blocks and treatments were replaced, respectively, with choice sets and profiles. Consequently, a new design for choice sets was obtained in Table 2.
- The collected data from each respondent are aggregated across all respondents to estimate the partworth utility of each level. Based on the part-worth utility estimates, we can assess the contributions of each level, evaluate the relative importance of each attribute, and predict the market shares of competing products. The estimation method in conjoint analysis must be selected in accordance with the type of data.
- Each attribute was selected to be independent, distinct, and represent a concept that could be precisely implemented. Consequently, the authors selected four attributes of essence-for-men: emphasized function, price, type of content, and design of container. Next, levels of each attribute were defined to be mutually exclusive and to cover the full range of possibilities for the essence product; in addition, the criteria of practical relevance and feasibility were applied to define the levels.
- For the CBCA experiment, males who have purchase experience for men’s essence were considered as respondents since the objective of this research was to investigate the most important attribute and the most preferred profile of essence-for-men.
- Hong (2008) reveals that men mainly agonize about their skin because of thick sebum, acnes, wrinkles, dark spots, skin color, and dry skin. In accordance with the results, we selected four levels of the emphasized function such as treating acne or dark spots, restoring wrinkles, downsizing pores, and moisturizing skin. The price levels were determined based on actual prices of essence sold in department stores and road-shops.
- The attributes and levels of men’s essence were determined based on the results from a focus group interview and in-depth interviews.
- In addition, CBCA approach is less cumbersome for respondents as it lets them choose one most preferred option from a small group of profiles. The choice sets were organized by modifying a BIBD, which brought desirable characteristics to the choice sets: each profile is assigned at most once in a choice set, each profile is included in the same number of choice sets, and pairs of any two distinct profiles occur together in the same number of choice sets. The last characteristic provides a tool to filter out unreliable respondents.
- They might also consider promoting the product at a moderate price level. This research has a limitation in that the skin compatibility and actual fragrance of essence could not be included as attributes since the paragraph presentation method was employed instead of the physical product method to describe the essence profiles in the CBCA experiment.
- However, this technique does not guarantee that choice sets are designed to be balanced. Thus, the authors employed a modification of the balanced incomplete block design(BIBD) to construct the choice sets. Since we selected 14 profiles to accommodate the parameters of conjoint model, any BIBDs could not be applied directly to this research.
- To keep pace with these trends, leading cosmetics companies are expected to focus on the development of new essence products that cater to the needs of men. Thus, this research attempts to analyze the preferences of male consumers for essence by applying a conjoint analysis approach.
- Since young males in their 20s and 30s were the main consumers for men’s cosmetics (Park, 2008), men in their 20s and 30s were recruited more than men over 40. To investigate the characteristics of respondents, the authors classified the respondents based on age and monthly fashion item expenditures. The respondents were divided into three groups with respect to their monthly expenditure: group 1 (less than 100,000 won), group 2 (100,000 won – 200,000 won), and group 3 (more than 200,000 won).
대상 데이터
- For the CBCA experiment, males who have purchase experience for men’s essence were considered as respondents since the objective of this research was to investigate the most important attribute and the most preferred profile of essence-for-men. A total of 241 male consumers were interviewed in a metropolitan area of Korea. The preferences toward essence-for-men were expected to be different according to the age of consumer; therefore, the quota sampling method based on age brackets was employed.
데이터처리
- Since the logits were heteroscedastic and correlated to each other, the WLS method with the weight matrix S−1 was applied to estimate the coefficients.
성능/효과
- The key results of these analyses indicate that the relative importance and part-worth utilities are different according to the age brackets as well as the expenditure on fashion items. These study results provide valuable insight for marketers and product developers in the male cosmetics industry.
- Through the preliminary analyses, definite differences were revealed between the age brackets as well as between the consumer groups classified by the amount of monthly expenditure on fashion items. Thus, CBCAs were performed on the segmented markets.
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