양곡판매종사자를 대상으로 한 혼합곡 구매속성에 관한 컨조인트 분석

Abstract

This study investigates important attributes in consumers’ purchasing decision for mixed cereals using a conjoint analysis and the survey was completed toward salesclerks in the cereal sector of major discount stores instead of consumers. It is assumed that since they have observed real purchasing behaviors of consumers in the store, the salesclerks might have rich information about the important attributes in the purchase. Four attributes, ‘number of cereals’, ‘item group’, ‘price level’, and ‘polishing degree’ are used. The conjoint results show that a mixed cereal with 5 8 cereals as for the number of cereals, black rice and barley as for the main item group, and the smoothly-polished cereals as for the polishing degree is relatively preferred in the market.