의류상표 전략을 위한 컨조인트 분석의 활용

A Using of Conjoint Analysis for Brand Strategy of Fashion Market

The Purpose of this study is to introduce conjoint analysis techniques for Brand strategy of fashion market. A conjoint measurement of brand equity is developed in Korean men's casual market which is composed of A, B, C, D company. Four product attributes such as brand name, price, style, distribution are reported as choice factors. 4(brand name)×3(price)×2(style)×3(distribution) fractional factorial design is set up originally. Through the orthogonal array, the final 12 profiles are used for full-profile stimulus cards method. 100 visitors of Brand which are major target customers are participated in conjoint experimentation. Using a conjoint analysis, we can estimate the utility value in each attributes, the importance rates of each attributes, the combination of ideal attributes, the market share rate according to the combination of attributes, develop new product, and calculate brand equity in terms of monetary value and segment the market.