원문정보
Mongolian Consumers’ Priority Quality when Purchasing Dairy Products : Using AHP Analysis
초록
영어
This study aims to find the main factors to influence consumers’ purchase of dairy products. To do so, we examined experts’ opinions to verify the priorities of the factors. The four main factors were derived from the previous studies, product factor, marketing factor, quality factor, and social factor. Using analytic hierarchy process (AHP), we empirically analyzed and tested the results from survey. Based on the AHP analysis, the expert group recommended to improve the packaging, brand, and shelf lie of dairy products for the marketing factor, for instance. The results of this study can contribute to the development of the dairy products for the future to reveal the importance of the selecting factors.
목차
1. 서론
2. 이론적 배경
2.1 몽골 유제품의 시장분석 현황
2.2 유제품의 품질 선택요인
3. 연구 설계
3.1 연구 설계 및 요인의 정의
3.2 설문의 구성
4. 실증 분석
4.1 조사 대상 선정 및 인구통계학적 특성
4.2 제1계층 주요인 분석
4.3 제2계층 세부요인에 대한 중요도 분석
4.4 우유 및 유제품 선택요인에 대한 상대적 중요도및 종합순위 분석결과
5. 논의 및 시사점
References