컨조인트 분석을 이용한 삼계탕 간편가정식의 선택속성 분석: 싱가포르 시장을 중심으로 Evaluating Choice Attributes of Korean Ginseng Chicken Soup as a Home Meal Replacement (HMR) Product Using Conjoint Analysis: A Case Study of Singapore Market원문보기
목적: 세계 식품시장에서 한식과 편이식에 대한 니즈가 점차 증가함에 따라 싱가포르 시장은 한식을 이용한 간편가정식(HMR)의 잠재시장으로 떠오르고 있다. 다양한 한식 메뉴 중에서도 특히 삼계탕은 싱가포르 소비자의 선호도가 매우 높아 본 연구에서는 컨조인트 분석을 적용하여 삼계탕 HMR 선택 속성의 중요도를 분석하고자 하였다. 연구방법: 2012년 4월 싱가포르 현지 소비자 400명을 대상으로 설문지를 배포하였으며, 이 중 설문을 완료한 324명(81.0%)의 데이터를 분석하였다. 결과: 삼계탕 HMR을 구매하는데 있어 상대적으로 가장 중요한 속성으로는 포장(32.4%)이었고, 닭의 형태(32.1%), 찹쌀 포함 여부(13.8%), 삼계탕의 풍미(11.6%)와 인삼(10.0%)의 순서로 조사되었다. 제시된 16개 프로파일 중 제품 코드 J의 닭 반마리, 찹쌀 포함, 인삼 전체 한 뿌리 포함된 형태, 간장 육수, 그리고 제품이 부분적으로 보이도록 투명한 포장형태로 구성된 제품의 선호도가 가장 높은 것으로 조사되었다. 또한 초이스 시물레이션 분석을 통해, 싱가포르 소비자가 가장 선호하는 삼계탕 HMR이 출시될 경우 예상되는 시장 점유율은 50.4%로 나타났다. 결론: 이러한 조사 결과는 외국인 소비자의 보다 세분화된 니즈를 반영한 한식 상품을 개발하는데 구체적인 자료를 제공하며, 식품 산업적으로도 소비자 기호를 반영한 상품을 출시 할 수 있을 것으로 판단된다. 더불어 향후 한식 간편 가정식 개발이 더욱 활성화 됨에 따라, 한식 세계화에 따른 한식의 소비 확대에 보다 실제적인 적용이 가능할 것으로 사료된다.
목적: 세계 식품시장에서 한식과 편이식에 대한 니즈가 점차 증가함에 따라 싱가포르 시장은 한식을 이용한 간편가정식(HMR)의 잠재시장으로 떠오르고 있다. 다양한 한식 메뉴 중에서도 특히 삼계탕은 싱가포르 소비자의 선호도가 매우 높아 본 연구에서는 컨조인트 분석을 적용하여 삼계탕 HMR 선택 속성의 중요도를 분석하고자 하였다. 연구방법: 2012년 4월 싱가포르 현지 소비자 400명을 대상으로 설문지를 배포하였으며, 이 중 설문을 완료한 324명(81.0%)의 데이터를 분석하였다. 결과: 삼계탕 HMR을 구매하는데 있어 상대적으로 가장 중요한 속성으로는 포장(32.4%)이었고, 닭의 형태(32.1%), 찹쌀 포함 여부(13.8%), 삼계탕의 풍미(11.6%)와 인삼(10.0%)의 순서로 조사되었다. 제시된 16개 프로파일 중 제품 코드 J의 닭 반마리, 찹쌀 포함, 인삼 전체 한 뿌리 포함된 형태, 간장 육수, 그리고 제품이 부분적으로 보이도록 투명한 포장형태로 구성된 제품의 선호도가 가장 높은 것으로 조사되었다. 또한 초이스 시물레이션 분석을 통해, 싱가포르 소비자가 가장 선호하는 삼계탕 HMR이 출시될 경우 예상되는 시장 점유율은 50.4%로 나타났다. 결론: 이러한 조사 결과는 외국인 소비자의 보다 세분화된 니즈를 반영한 한식 상품을 개발하는데 구체적인 자료를 제공하며, 식품 산업적으로도 소비자 기호를 반영한 상품을 출시 할 수 있을 것으로 판단된다. 더불어 향후 한식 간편 가정식 개발이 더욱 활성화 됨에 따라, 한식 세계화에 따른 한식의 소비 확대에 보다 실제적인 적용이 가능할 것으로 사료된다.
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 whi...
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.
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.
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문제 정의
The aim of this study was to identify consumers’ preference attributes and develop an optimized concept for an HMR product of Korean ginseng chicken soup in the Singapore market through the choice conjoint analysis.
제안 방법
A consumer-oriented research method such as conjoint analysis, used in this study, enhances understanding of consumers’ choices for food and adds value to determining successful opportunities for new product development.
Given that this study adopted a more realistic full-profile method, which considers simultaneously a number of attributes ranked according to consumers’ preferences and simplifies consumers’ responses (Green PE & Srinivasan V 1990), combining the different 12 attribute levels derives 72 (3×3×2×2×2) profiles.
Moreover, preference of hypothetical profiles for Korean ginseng chicken soup as an HMR product was calculated with relative importance weights of each attribute through a conjoint analysis. In addition, choice simulation was conducted to estimate the market share when launching an optimized HMR product for Korean ginseng chicken soup.
Demographic information and consumption patterns of HMR products for the respondents were analyzed by descriptive statistics. Moreover, preference of hypothetical profiles for Korean ginseng chicken soup as an HMR product was calculated with relative importance weights of each attribute through a conjoint analysis. In addition, choice simulation was conducted to estimate the market share when launching an optimized HMR product for Korean ginseng chicken soup.
In the future research, first, a sensory test could increase the validity of the results. Second, a foundation for differentiated marketing strategies for Korean ginseng chicken soup as an HMR product could arise from identifying segmented markets by analyzing a base of Singaporean customers according to the interpretation of lifestyle characteristics. Finally, investigation of consumers in other countries with various cultural characteristics, for the purpose of developing more varied Korean HMR products, is also possible.
The questionnaire consisted of three parts. The first part requested respondents to provide demographic information, including gender, age, ethnicity, occupation, monthly income, family types, weekly expenditures for dining out, and responsibility for cooking at home. In addition, open-ended questions elicited data for family members’ frequency of dining out per week, past experience visiting Korea, and frequency of eating Korean food per month.
2001). The panel discussions should result in agreement for five attributes and their corresponding 12 attribute levels of Korean ginseng chicken soup as an HMR product: package form (transparent, partially transparent, opaque), form of chicken (a whole chicken, half a chicken, chicken pieces), form of ginseng (mixed in its original form, mixed after grinding), inclusion of glutinous rice (included, not included), and soup flavor (salted, seasoned with soy sauce).
In addition, open-ended questions elicited data for family members’ frequency of dining out per week, past experience visiting Korea, and frequency of eating Korean food per month. The second part of the questionnaire, using multiple-choice questions, sought consumption patterns of HMR products, including frequency of purchases, factors for consideration for those purchases, purchasing places, and types of products. The third part requested ranking 16 virtual profiles according to preferences in order to identify the optimal concept for Korean ginseng chicken soup as an HMR product.
In addition, the second preferred HMR product for Korean ginseng chicken soup is a product prepared using a whole chicken, mixed with ginseng in its original form, seasoned with salt, inclusion of glutinous rice, and packaged in a transparent material. Therefore, two alternative HMR products for Korean ginseng chicken soup analyze the market share through choice simulation.
대상 데이터
A consumer survey randomly sampled 400 local consumers who attended the Singapore Food Expo during April 17-19, 2012. Respondents were able to choose among English, Chinese, and Malaysian versions of the survey.
Table 1 shows the demographic profiles of the respondents, including 212 women (65.4%) and 112 men (34.6%). As for the age groups, respondents in their 20s accounted for the largest group, 34.
성능/효과
73 people. Results also revealed that respondents dined outside home 3.93 times per week, on average, and the ratio of consumers responsible for cooking at home (34.9%) was smaller than that of consumers not responsible for cooking (64.2%). Convenience orientation positively relates to the use of restaurants and take-away meals, while it negatively relates to the use of self-prepared meals and involvement with cooking (Candel MJJM 2001, Brunner TA et al.
The result of market share through choice simulation is shown in Table 5. The code J, most preferred Korean ginseng chicken soup, gains potential market share from maximum utility of 100.0%, BTL of 50.4%, and logit log-linear model of 54.0%. The second preferred Korean ginseng chicken soup by Singaporean, which is the code P, gains potential market share from maximum utility of 0.
The result obtained through conjoint analysis in this study clarifies Singaporean consumers’ preference for Korean ginseng chicken soup as an HMR product and thereby provides an important insight to develop an effective and efficient strategy for the Singapore market.
Table 2 presents the respondents’ consumption patterns of HMR products. The results show that the largest number of respodents (n=132, 40.7%) purchased HMR products one to two times per week and a smaller ratio of consumers purchased HMR products one to thrre times per month (n=70, 21.6%) or more than three to four times per week (n=68, 21.0%). This result suggests that the high-frequency group using HMR products is dominant in the Singapore market.
This study showed that apparently the most important considerations among Singaporean consumers when purchasing HMR products are taste and nutritional value. Yet, the result of conjoint analysis showed that packaging greatly influences Singaporean consumers’ preferences for Korean ginseng chicken soup as an HMR product, although taste is the most dominant consideration when purchasing HMR products, in general.
Yet, the result of conjoint analysis showed that packaging greatly influences Singaporean consumers’ preferences for Korean ginseng chicken soup as an HMR product, although taste is the most dominant consideration when purchasing HMR products, in general.
후속연구
(2010) also reported that the most considered attribute in the development of Korean food as a commercial product for foreign consumers is taste and nutrition. Therefore, the quality of intrinsic attributes of Korean ginseng chicken soup as an HMR product such as taste and nutrition should gain greater attention, indicating a need for investigation and evaluation of specific taste preferences, such as a Korean food taste profile for Singaporean consumers, in order to improve success in the development and application of Korean ginseng chicken soup as an HMR product. In addition, the product’s developmental strategies should include slogans emphasizing benefits to health and nutrition.
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