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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 유통과학연구 유통과학연구 제13권 제3호
발행연도
2015.1
수록면
79 - 91 (13page)

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Purpose – First, the study identifies and analyzes consumer preferences with regard to health foods and supplements. Second, it identifies and analyzes consumer preferences with regard to the properties of Vitamin C supplements. Third, in order to provide a basic data for the development of Vitamin C supplements and to measure how consumers value the properties of different Vitamin C products, a consumer survey was conducted through the choice-based conjoint model. Based on the results, the research estimates consumers’ relative product-related priorities as well as price levels and willingness to pay (WTP) for different product types, and makes suggestions regarding consumer- oriented new product development and progressive directions for the successful launch of health foods and supplements. Research design, data, and methodology – This study aims to define the attributes of health foods and supplements based on several characteristics including their natural ingredients, product price, product originality, natural ingredient content, and additional functional ingredients, and makes suggestions regarding strategic market pricing and product development for health foods and supplements according to customer attitudes and characteristics. The research used choice-based conjoint analysis methodology based on the Multinomial Logic Model and collected 94 questionnaires filled out by users of Korean Vitamin C supplements. Results – Product price is the most influential factor among the five analyzed properties. When consumers buy Vitamin C products, the relative significance level of four of the examined properties is as follows: 40.9% for product price, 23.3% for product originality, 21.9% for natural ingredient content, and 13.9% for additional functional ingredients. Vitamin C content is excluded as it is not a statistically significant factor. It is interesting that supplement manufacturers and retailers consider Vitamin C content to be very important whereas consumers do not regard it as an important factor at the time of purchase. The results for the marginal willingness to pay (MWTP) for each property of Vitamin C supplements show that consumers are willing to pay an additional 11,146 Korean won for a 50% increase in the natural ingredient content. With regard to product originality, consumers are willing to pay an additional 11,301 Korean won for products manufactured in Europe than for products manufactured in China. Moreover, consumers show a greater preference for products manufactured in Korea than in Europe. However, consumers are not willing to pay more for additional Vitamin C or additional functional ingredients added to Vitamin C products. Conclusions – According to the results of consumer research on Vitamin C supplements, which represent a popular health food supplement in Korea, most Korean health food and supplement companies are not consumer- or market-oriented when developing new products. Companies gather information from either R&D specialists or sales managers and their opinions are highly reflected in new product development. The study’s results will help companies recognize the importance of understanding consumers’ unmet needs in advance to develop new products in the future.
#Health Supplement Food #Consumption Attributes #Consumer Preference #Choice-based Conjoint Analysis #Marketing Strategy

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참고문헌 (30)

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Adamowicz, W. L. / 1998 / Valuing Environmental preferences:Theory and Practice of the Contingent Valuation Method in the U.S., E.C. and Developing Countries / Oxford University Press google schola Biehal, G. / 1986 / Consumer's use of Memory and External Information in Choice, Macro and Micro Perspectives / Journal of Consumer Research 8 (4) : 382 ~ 405 google schola Choi, Ji-Hyun / 2012 / World processed food Industry Trend / World Agriculture 143 : 73 ~ 84 google schola Engel, S. A. / 1997 / Retinotopic Organization in Human Visual Cortex and the Spatial Precision of Functional MRI / Cerebral Cortex 7 (1) : 181 ~ 192 google schola Fishbein, M. / 1975 / Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research / Addison-Wesley google schola

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