우리밀 빵의 소비자 선호에 관한 분석

초록

Consumers' interests in domestic wheat products are growing. Accordingly, various domestic wheat breads have been recently introduced by leading food companies. This study, therefore, analyzes main factors that affect consumers' opinions and purchasing behaviors regarding domestic wheat bread, using the conjoint analysis. The empirical results indicate that the most important factor is 'purchasing channel,' followed by 'price level,' 'whether or not eco-friendly foods, and 'taste.' Detailed results show that consumers prefer non-profit corporation among competing purchasing channels, the same price as generic breads, organic wheat breads, and 'soft' taste. The fact that consumers prefer non-profit corporation to major franchise confectioners suggests a possibility for the market share of wheat breads produced by non-profit corporation such as 'living cooperative association.' Therefore, a further analysis is performed, using the decision tree model, to see market segmentation of consumer group according to preferences for non-profit corporation.

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