초록 열기/닫기 버튼
After the enactment of the Drinking water management act, the rapid growth of the domestic bottled water market brought fierce competition for bottled water manufacturing companies to survive. In spite of the enormous growth, previous studies has focused on not the consumers’ purchasing behavior but the mineral compounds or package design of the bottled water. Therefore, author tried to analyzed the selection attributes(taste of water, mineral compounds, brand, production date, price, package design, catchment area). And also this study analyzed that there were significant difference of the selection attributes between 500㎖ and 2ℓ by AHP(Analytic Hierarchy Process). Results of the study showed that consumer regarded price as the most important in 500㎖ and 2ℓ, but its coefficient was more strong influence when they bought 2ℓ product. And also results said that the influence of the selection attributes were not same when they purchased 500㎖ and 2ℓ products. The implications found in the study could provide the foundation of business strategies for bottled water manufacturers.
키워드열기/닫기 버튼
Bottled Water, Analytic Hierarchy Process, AHP, Selection Attributes
