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논문 기본 정보

자료유형
학술대회자료
저자정보
김다혜 (숭실대학교) 김주연 (숭실대학교)
저널정보
한국실내디자인학회 한국실내디자인학회 학술대회논문집 한국실내디자인학회 2019년도 추계학술발표대회 논문집
발행연도
2019.11
수록면
201 - 204 (4page)

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초록· 키워드

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A typical method of analyzing consumer utility in the field of marketing is conjoint analysis. Conjoint analysis is a way in which consumers can measure and predict their preferences by estimating the benefits they give to the attributes of a particular one. That is, a concordant analysis would present respondents with product alternatives that consist of combinations of different attribute levels, and respondents would answer their preference for each alternative, estimating the relative importance of each attribute and the utility of each attribute level. This method has been utilized in major areas of marketing such as concept evaluation of new products, market segmentation, price setting, advertising, competitive structure analysis, and re-establishment of status, and has worked in major ways to help consumers make decisions. Various empirical studies have demonstrated that a concordant analysis has considerable predictability, such as preference and market share. In this study, we evaluated the relative importance of consumers according to their display and the merchandising (activities involving product planning, product promotion, etc.) as a component of VMD in H&B store, which is rapidly growing in scale, and identified the profile of the most preferred VMD configuration through a conjoint analysis. This conjoint analysis is meaningful in that it was extracted from the follow-up surveys of consumers who visited and experienced the actual H&B store.

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Abstract
1. 서론
2. 컨조인트 분석
3. 데이터 분석
4. 결론
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UCI(KEPA) : I410-ECN-0101-2020-619-000122642