홍콩ㆍ싱가포르 소비자의 포도 선호도 분석을 통한 수출전략

Export Strategy through Analysis on Hong Kong and Singaporean Consumers’ Preference for Grapes

Since Hong Kong and Singapore do not domestically produce any grapes, the entire grape consumption is depending upon the import making these countries to be easier for Korea to export its grapes under the influence of Korean Wave and due to the traffic distance between the nations. The major purpose of this study is to compare and analyze the preference factors of Hong Kong and Singaporean consumers for grape, and to provide differentiated export marketing strategies among export markets. In order to do so, we have measured the importance of grape’s attributes by the method of ’Choice-Based Conjoint’, and forecasted the relevant market share of each product through the market simulation. As a result of the analysis, Hong Kong and Singaporean consumers take the price as the most important factor. In addition, the result shows that the importance level on the factors of peel intake and seed status is relatively high as 53.91% whereas Singaporean consumers take the seed status as important as 34.90%. Considering the grape preference attributes of Hong Kong and Singaporean consumers, we can establish an export strategy that Shine Muscat should be exported targeting the Hong Kong and that Geobong without seed should be exported targeting the Singapore market.