튀김가루 구매 요구도 조사 - 중요도-만족도 분석과 컨조인트 분석을 통한 구매 시 선택속성 분석 -

Abstract

This study attempted to improve frying powder products based on 272 consumers’ purchase conditions. Factor analysis by type was conducted on purchase attributes of consumers who purchased frying powder by categorizing them based on five factors-namely, convenience, information, diversity, safety, and economy. Five main factors were divided into four purchase attributes named various pursuit, convenience pursuit, economical pursuit, and inform/safety pursuit. Purchasing status of frying powder products was analyzed according to three independent variables such as age, meal preparation type, and purchase attributes. The top motivation for using frying powder was convenience. According to the importance-satisfaction analysis survey, taste, expiration date, and certification mark were chosen as highly important and high satisfaction characteristics for frying powder (p<0.001), whereas nutrition, oil absorption, adhesiveness, crispiness, origin, and food additives were highly important and low satisfaction characteristics (p<0.001). In the conjoint analysis, crispiness was the most important attribute of fried food.