JOURNAL BROWSE
Search
Advanced SearchSearch Tips
Assessing Relative Importance of Laver Attributes for Infants Using Conjoint Analysis
facebook(new window)  Pirnt(new window) E-mail(new window) Excel Download
 Title & Authors
Assessing Relative Importance of Laver Attributes for Infants Using Conjoint Analysis
Lee, Ho-Jin; Lee, Min-A; Park, Hye-Kyung;
  PDF(new window)
 Abstract
The purpose of this study was to analyze the attributes considered as important by parents in the selection of laver for infants through conjoint analysis techniques. A total of 917 questionnaires were distributed in January 2016, of which 211 were completed (23.0%). Statistical data analyses were performed using SPSS/Win 21.0 for descriptive statistics and conjoint analysis. The conjoint design was applied to evaluate the hypothetical laver for infants. According to the analysis of attributes and levels of laver for infants, the relative importance of each attribute was follows: seasoning (26.55%), flavor (19.33%), texture (18.75%), oil (15.15%), size (10.61%), and certification (9.61%). The results of the conjoint analysis indicate that parents raising infants preferred laver with the characteristics of non-seasoning, general flavor, softness, half-size, organic certification, and perilla oil. The most preferred laver for infants gained a 53.7% potential market share from choice simulation compared with laver being sold. Using utility and relative importance, the laver market for infants was classified into two segments. As a result of market segmentation, parents of cluster 1 preferred the laver model being sold (soy seasoning) while parents of cluster 2 preferred the optimized laver model (non-seasoning).
 Keywords
laver;infants;conjoint analysis;choice attributes;simulation;
 Language
Korean
 Cited by
 References
1.
National Statistics Office. 2014. Annual report on statistics of birth: 2015. http://www.index.go.kr/potal/main/EachDtl PageDetail.do?idx_cd=1428 (accessed Apr 2016).

2.
Shin YW, Noh JY, Kim JK, Koh AR. 2012. A qualitative study on infant clothing consumption of gold-mom. J Consum Stud 23: 23-44.

3.
AC Nielsen. 2015. Oh, baby! trends in the global baby food and diaper markets. http://www.nielsen.com/us/en/insights/ reports/2015/oh-baby-trends-in-the-global-baby-food-and-dia per-markets-august-2015.html (accessed Apr 2016). p 1-47.

4.
National Statistics Office. 2013. Annual report on production performance of food and food additives: special nutritious food. http://kosis.kr/statHtml/statHtml.do?orgId=145&tblId=TX_14503_A060&vw_cd=MT_OTITLE&list_id=145_14503_003_005_001&scrId=&seqNo=&lang_mode=ko&obj_var_id=&itm_id=&conn_path=E1 (accessed Apr 2016).

5.
Ha AW, Yoo KS, Kim JW. 2008. The characteristics of obese preschoolers and their mother's dietary habits. J East Asian Soc Diet Life 18: 927-938.

6.
Choi KY, Kang KO. 2015. Survey on the purchasing status and perceptions of housewife with young children on foodnutrition labeling of organic food. FoodService Industry J 11: 29-38.

7.
Yoo DK, Hwang JH, Kwon HJ. 2010. A study on the barriers and vitalization strategies of developing new markets for organic products. Korean J Org Agric 18: 463-487.

8.
Jeong YH, Yoon JS, Park DY. 2006. Mothers' perceptions on preschool children's food preference, efforts in improving food intake and their beliefs in food selection. Korean J Community Nutr 11: 714-724.

9.
Song HJ, Choi SY. 2013. A study on intake and purchasing behavior of processed food among adolescents. Korean J Culinary Res 19: 230-243.

10.
Mitchell VW, Kiral RH. 1998. Primary and secondary storeloyal customer perceptions of grocery retailers. Br Food J 100: 312-319. crossref(new window)

11.
Peppers D, Rogers M, Dorf B. 1999. Is your company ready for one-to-one marketing?. Harv Bus Rev 77: 151-160.

12.
Loebnitz N, Loose SM, Grunert KG. 2015. Impacts of situational factors on process attribute uses for food purchases. Food Qual Prefer 44: 84-91. crossref(new window)

13.
Green PE, Srinivasan V. 1990. Conjoint analysis in marketing: new developments with implications for research and practice. J Marketing 54: 3-19. crossref(new window)

14.
Ahn SS, Lee HY. 2009. A study on measuring restaurant customer's utility using choice-based conjoint analysis. J Foodservice Manag Soc Korea 12: 33-52.

15.
Green PE, Krieger AM. 1992. An application of a product positioning model to pharmaceutical products. Marketing Sci 11: 117-132. crossref(new window)

16.
Lim BH, Ahn KH, Park UY. 2006. A study on the comparison of the predictability among traditional and choice-based conjoint analyses in the choice of service products. J Glob Acad of Mark Sci 16: 39-54.

17.
Louviere JJ, Islam T. 2008. A comparison of importance weights and willingness-to-pay measures derived from choicebased conjoint, constant sum scales and best-worst scaling. J Bus Res 61: 903-911. crossref(new window)

18.
Song YE, Lee SB. 2009. Research on market segmentation of the organic agricultural products through conjoint analysis. Korean J Hosp & Tour 18: 257-274.

19.
Choi SH, Kim TK, Choi JH, Cho JH. 2011. Consumption behavior and value estimation by environmental attributes of bean curd products. Korean J Org Agric 19: 3-21.

20.
Yang SB. 2014. Analyzing the relative value of food labelling on organic and origin of tofu. Korean J Orgnic Agri 22: 229-240. crossref(new window)

21.
Li XE, Lopetcharat K, Drake M. 2014. Extrinsic attributes that influence parents' purchase of chocolate milk for their children. J Food Sci 79: S1407-S1415. crossref(new window)

22.
Yi BS. 2007. Comparative analysis on meal and food preference between non-obese and obese elementary school children. J Korean Food Cult 22: 482-491.

23.
Lee KH, Song SH, Jeong IH. 1987. Quality changes of dried lavers during processing and storage. Bull Korean J Fish Soc 20: 408-418.

24.
Lim HJ, Kim JI. 2002. An assessment of dietary fiber intake in preschool children in Busan. Korean J Community Nutr 7: 167-176.

25.
Cho SM, Kim BM, Han KJ, Seo HY, Han Y, Yang EH, Kim DS. 2009. Current status of the domestic processed laver market and manufacturers. Food Science and Industry 42(1): 57-70.

26.
Jeon YS, Park SJ, Choi MK, Kang MH. 2008. Oxidation stability of lavers made with garlic-salt and their characteristics during storage. J Korean Soc Food Sci Nutr 37: 83-89. crossref(new window)

27.
Jeon YS, Kang MH, Choi MK. 2015. Manufacture and storage characteristics of onion seasoned laver. J East Asian Soc Diet Life 25: 146-152 crossref(new window)

28.
Kim SH. 1998. Market segmentation in conjoint optimal product positioning models. Korean Marketing Review 13: 103-118.

29.
Chae IS, Lee MA, Shin SY, Yang IS, Cha JA. 2002. A conjoint-based approach to analyze the importance of brand choice attributes: pizza restaurant cases. Korean J Community Nutr 7: 354-360.

30.
Jung SY, Chung L. 2013. Selection attributes of Korean restaurants based on the level of involvement using conjoint analysis. Korean J Food Cook Sci 29: 553-562. crossref(new window)

31.
Yoo SR, Sung HJ, Ko JY. 2015. A study on selection attributes of beer using conjoint analysis. J Tour Leis Res 27: 341-360.

32.
Kim HY. 2011. Activation of nutrition labeling in food and restaurant industry for sodium reduction. Food Science and Industry 44(1): 28-38.

33.
Park HS, Cho HY, Shin JK. 2015. A study of sodium reduction effect in foods using fermented soy sauce. Korean J Food Sci Technol 47: 468-473. crossref(new window)

34.
Lee KB. 2015. Industrialization trend of natural ingredient with clean label focusing on ingredion clean label products. Food Industry and Nutrition 20: 11-14.

35.
Seo HY, Jung BM. 2007. Comparative study of food components and sensory properties of common Porphyra yezoensis and functional Porphyra yezoensis. J Korean Soc Food Sci Nutr 36: 1314-1319. crossref(new window)

36.
Kim SH, Ahn JB, Nam HW, Kwon DH. 2010. A study on the differences of the chewing skills for normal infants and young children between Korean and foreign food texture. J Korean Soc Occup Ther 18: 1-12.

37.
Kim YJ, Park YS. 1996. A conjoint measurement of brand equity with interaction effect. Korean Management Review 25: 61-96.