건고추에 대한 소비자 선호와 마케팅 전략

A Review on the Consumers Preference and Marketing Strategies of Red Pepper by the Conjoint Analysis

The purpose of this paper is to estimate the consumers preference for Korean Red Pepper using conjoint analysis and propose the marketing points for maximization of sale of the Red Pepper. The consumer s preference which is represented in the form of score scale was specified as the dependent variable. From the empirical results, This study identifies several attributes(color, taste, drying method, original producing country, price) and levels of the Red Pepper influencing consumer s utilities. The empirical results show that the consumer takes original producing country as most important point of various attributes. Especially, the consumer prefers Korean red Pepper to Chinese Red Pepper. This peper also suggests several points for marketing of the Korean Red Pepper. For this analysis, The data was collected from 987 samples in Seoul and Kyeongki, Pusan, Taegu, Incheon, Taejeon, Kwangju, Ulsan in 2008.