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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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Purpose - With the rapid economic development, great changes have happened in the Chinese beer market. The scale of imported beer is increasing. However, the sales of native Chinese beer decrease in recent years. It is because more Chinese customers prefer beer with unique attributes than those with lower prices. In order to take an advantage in this market, practitioners should develop new products to satisfy Chinese customers. Scholars have also focused on beer characteristics to estimate consumers’ behavior for improving the development of beer industry. However, most studies are theoretically centered on marketing strategy management or general understanding of the market. It is not enough for us to explain customers’ consumption patterns. Some empirical research did attempt to find out beer attributes that may influence their choice behavior. However, they failed to verify what can increase customers’ utility through a new product. More importantly, few evidences can be found in the literature. Therefore this study explores the major characteristics of imported beer which may associate with customers’ preferences.
Research design, data, and methodology - With the results of literature review and focus group interview, we found out four main imported beer attributes and the levels of each factor. A pre-test is constructed to check the problems in the questionnaire protocol. With the results of pre-test, the revised questionnaire is processed among customers who have purchased and had imported beer in China regions such as Beijing, Shanghai, Jiangsu, Guangdong and so on. The choice-based conjoint analysis is applied to analyze the useful data of 205.
Results - Results indicate that choice-based conjoint analysis is the effective method to estimate customers’ choice behavior. Results also indicate that country of origin, price, taste, and package affect customers’ preference and the importances of imported beer attributes are significantly different.
Conclusions - Country of origin, price, taste, and package are important for customers to make an imported beer choice decision. Marketers should consider these determinants and their importance to develop new products. Moreover, choice-based conjoint analysis should be the useful method for practitioners to develop a new product of imported beer for sustainable business in the competitive industry.
목차
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참고문헌 (36)
참고문헌 신청
안성식 / 2009 / 선택형 컨조인트 분석을 이용한 레스토랑 고객의 효용측정에 관한 연구 / 외식경영연구 12(3):33~52
안성식 / 2011 / 레스토랑의 선택속성에 관한 비교연구 - 선택형 컨조인트와 전통적 컨조인트 비교를 중심으로 - / 식품유통연구 28(2):107~129
Allison, R. I / 1964 / Influence of beer brand identification on taste perception / Journal of Marketing Research 1(3):36~39
Aquilani, B / 2015 / Beer choice and consumption determinants when craft beers are tasted : An exploratory study of consumer preference / Food Quality and Preference 41:214~224
Cardello, A. V / 2016 / Cognitive and emotional differentiators for beer : An exploratory study focusing on"uniqueness" / Food Quality and Preference 54:23~38
안성식 / 2011 / 레스토랑의 선택속성에 관한 비교연구 - 선택형 컨조인트와 전통적 컨조인트 비교를 중심으로 - / 식품유통연구 28(2):107~129
Allison, R. I / 1964 / Influence of beer brand identification on taste perception / Journal of Marketing Research 1(3):36~39
Aquilani, B / 2015 / Beer choice and consumption determinants when craft beers are tasted : An exploratory study of consumer preference / Food Quality and Preference 41:214~224
Cardello, A. V / 2016 / Cognitive and emotional differentiators for beer : An exploratory study focusing on"uniqueness" / Food Quality and Preference 54:23~38
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