CAJ | 학술논문

以婴幼儿配方奶粉为例,运用联合分析方法研究了品牌、有机认证标签、产地和价格等质量信息属性对消费者偏好的影响。结果表明,产地成为决定消费者偏好的首要属性,而有机认证标签的重要性已超过品牌;消费者更偏好来自国外,尤其是发达国家的产品;企业应准确把握消费者属性偏好的特征与规律,合理安排质量信息传递渠道与交流途径。
이영유인배방내분위례,운용연합분석방법연구료품패、유궤인증표첨、산지화개격등질량신식속성대소비자편호적영향。결과표명,산지성위결정소비자편호적수요속성,이유궤인증표첨적중요성이초과품패;소비자경편호래자국외,우기시발체국가적산품;기업응준학파악소비자속성편호적특정여규률,합리안배질량신식전체거도여교류도경。
This paper took Infant Milk Formula （IMF） as an example and studied consumers＇ preferences on attributes of quality information, such as brand, organic certification label （OCL）, orgin and price by using Conjoint analysis. The results show that the orgin become the most important attribute in determing consumer preference, and the importance of OCL has exceeded brand; consumers prefer products from abroad, especially in the developed countries. Enterprises should accurately grasp the characteristics of consumers＇ preferences on different attributes, reasonably arrange the delivery channels and communication ways of quality information.