수정된 중요도-만족도 분석법을 적용한 육우고기에 대한 소비자 인식 분석

(Consumer Perception of Holstein Beef : A Revised Importance-Satisfaction Analysis)

Simple importance-satisfaction analysis (ISA) is an effective technique to understand consumer attitude and perception of products or services, and therefore the ISA is often applied to evaluate various attributes of foods and guide marketing strategies. This paper compares consumer attitude and perceptions of Holstein beef between conventional ISA and a revised ISA which integrates Kano’s three factor theory. Overall, the differences between the conventional and revised ISA methods are non-trivial. Results from a revised ISA suggest that the consumers place a higher value on freshness, health, hygiene, and grade among beef attributes.