- Apply for Authority
- E-ISSN2233-5382
- KCI
E-ISSN : 2233-5382
Using Choice-Based Conjoint Analysis in the China Market of Imported Beer
Wu, Zhangjian
Gao, Feng
Zhang, Jun
- Downloaded
- Viewed
Abstract
Purpose - With the rapid economic development, great changes have happened in the Chinese beer market. The scale of imported beer is increasing. However, the sales of native Chinese beer decrease in recent years. It is because more Chinese customers prefer beer with unique attributes than those with lower prices. In order to take an advantage in this market, practitioners should develop new products to satisfy Chinese customers. Scholars have also focused on beer characteristics to estimate consumers' behavior for improving the development of beer industry. However, most studies are theoretically centered on marketing strategy management or general understanding of the market. It is not enough for us to explain customers' consumption patterns. Some empirical research did attempt to find out beer attributes that may influence their choice behavior. However, they failed to verify what can increase customers' utility through a new product. More importantly, few evidences can be found in the literature. Therefore this study explores the major characteristics of imported beer which may associate with customers' preferences. Research design, data, and methodology - With the results of literature review and focus group interview, we found out four main imported beer attributes and the levels of each factor. A pre-test is constructed to check the problems in the questionnaire protocol. With the results of pre-test, the revised questionnaire is processed among customers who have purchased and had imported beer in China regions such as Beijing, Shanghai, Jiangsu, Guangdong and so on. The choice-based conjoint analysis is applied to analyze the useful data of 205. Results - Results indicate that choice-based conjoint analysis is the effective method to estimate customers' choice behavior. Results also indicate that country of origin, price, taste, and package affect customers' preference and the importances of imported beer attributes are significantly different. Conclusions - Country of origin, price, taste, and package are important for customers to make an imported beer choice decision. Marketers should consider these determinants and their importance to develop new products. Moreover, choice-based conjoint analysis should be the useful method for practitioners to develop a new product of imported beer for sustainable business in the competitive industry.
- keywords
- Imported Beer Attributes, Choice-Based Conjoint Analysis, China Market
Reference
Ahn, S-S., & Lee, H-Y. (2009). A study on measuring restaurant customer’s utility using choice-based conjoint analysis. Journal of Industrial Relations, 34, 35-55.
Ahn, S-S., Seo, S-Y., & Yang, J-H. (2011). The study on the selective attributes of restaurant: Compare between choice based conjoint and traditional conjoint method. Korean Journal of Food Marketing Economics, 28(2), 107-129.
Allison, R. I., & Uhl, K. P. (1964). Influence of beer brand identification on taste perception. Journal of Marketing Research, 1(3), 36-39.
Aquilani, B., Laureti, T., Poponi, S., & Secondi, L. (2015). Beer choice and consumption determinants when craft beers are tasted: An exploratory study of consumer preference. Food Quality and Preference, 41, 214-224.
Cardello, A. V., Pineau, B., Paisley, A. G., Roigard, C. M., Chheang, S. L., Guo, L. F., Hedderley, D. I., & Jaeger, S. R. (2016). Cognitive and emotional differentiators for beer: An exploratory study focusing on “uniqueness”. Food Quality and Preference, 54, 23-38.
Cattin, P., & Wittink, R. (1982). Commercial use of conjoint analysis: A survey. Journal of Marketing Research, 21, 155-159.
China Industry Information. (2017). An analysis of 2017imported and outported beer in China. Retrieved August 28, 2017 from http://www.chyxx.com/industry/201708/554756.html.
China Industry Information. (2018). An analysis of 2017imported and outported beer in China. Retrieved February 26, 2018 from http://www.chyxx.com/industry/201802/614170.html.
China International beer. (2018). China imported beer of 716 million, increasing 10.8%. in 2017. Retrieved January 24, 2018 from http://www.haicent.com/list.asp?id=74866.
Dorado, R., Chaya, C., Tarrega, A., & Hort, J. (2016). The impact of using a written scenario when measuring emotional response to beer. Food Quality and Preference, 50, 38-47.
Gardial, S. F., Clemons, D. S., Woodruff, R. B., Schumann, D. W., & Burns, M. J. (1994). Comparing consumers’ recall of prepurchase and postpurchase product evaluation experiences. Journal of Consumer Research, 20, 548-560.
Green, P. E., & Rao, V. R. (1971). Conjoint measurement for quantifying judgmental data. Journal of Marketing Research, 8, 355-363.
Green, P. E., & Srinivasan, V. (1978). Conjoint analysis in consumer research: Issues and outlook. The Journal of Consumer Research, 5, 103-123.
Ha, C. S., & Lee, H. Y. (2012). The validity of conjoint models with the attributes and their levels determined by the respondents. Journal of Marketing Management Research, 17(2), 119-136.
Heracleous, L. (2001). When local beat global: The Chinese beer industry. Business Strategy Review, 12(3), 37-45.
Hogarty, T. F., & Elzinga, K. G. (1972). The demand for beer. The Review of Economic and Statistics, 54(2), 195-198.
Hwang, S., & Suh, E-K. (2017). A study on the effects of supplier’s strategy on new product development performance. Journal of Distribution Science, 15(9), 95-107.
Jiu.ifeng.com. (2018). Statistic of imported alcohol in 2017from January to December. Retrieved January 31, 2018 from http://jiu.ifeng.com/a/20180131/44866339_0.shtml.
Johnson, R. M., & Orme, B. K. (1996). How many questions should you ask in choice-based conjoint studies?. Sawtooth Software, 1-24.
Khmel’nyts’ka, O., & Swift, J. S. (2010). Beer in the Ukraine: Consumer choice criteria. International Journal of Emerging Markets, 5(1), 78-101.
Kiefer, D. M. (2001). Brewing: A legacy of ancient times. Today’s Chemist at Work, 41-42.
Kim, T-H., & Kim, B-Y. (2015). Choice-based conjoint analysis of consumer preferences for health food attributes: Focused on vitamin C supplements. Journal of Distribution Science, 13(3), 79-91.
Ko, S-B., & Hyun, C-S. (2014). Survey on consumer’s preference for developing Jeju-type beer. Journal of Subtropical Agriculture and Biotechnology, 30(1), 75-95.
Lee, H-Y. (2012). Marketing Research by Professor Hoon-Young Lee. Korea: Cheoungram Press.
Liu, X. (2016). The market share of imported beer increasing rapidly in China. China’s Foreign Trend, 62-63.
Lockshin, L., Jarvis, W., d’Hauteville, F., & Perrouty, J-P. (2006). Using simulations from discrete choice experiments to measure consumer sensitivity to brand, region, price, and awards in wine choice. Food Quality and Preference, 17, 166-178.
Malone, T., & Lusk, J. L. (2017). The excessive choice effect meets the market: A field experiment on craft beer choice. Journal of Behavioral and Experimental Economics, 67, 8-13.
McFadden, D. (1974). Conditional logit analysis of qualitative choice behavior. In P. Zarembka (ED.), Frontiers in econometrics. New York: Academic Press.
Park, C-J. (2015). The influence of a new product’s innovative attributes and planned obsolescence on consumer purchase intention. Journal of Distribution Science, 13(8), 81-90.
Sester, C., Dacremont, C., Deroy, O., & Valentin, D. (2013). Investigating consumers’ representations of beers through a free association task: A comparison between packaging and blind conditions. Food Quality and Preference, 28(2), 475-483.
So, D-Y. (2002). The development history and M&A trend of China's beer industry. Science and Technology of Food Industry, 10(1), 7-9.
Sohu. (2018). An analysis of China beer development in 2017. Retrieved February 9, 2018 from http://www.sohu.com/a/221841991_775892.
Sul, H-K., Kang, S-W., & Park, K-Y. (2007). A study of market segmentation using selection attributes in casual dining and fast food restaurants. Journal Tourism & Leisure Research, 19(4), 249-267.
Speece, M. W., Kawahara, Y., & So, S. L. M. (1994). Imported beer in the Hong Kong market. British Food Journal, 96(1), 10-18.
Vrontis, D. (1998). Strategic assessment: The importance of branding in the European beer market. British Food Journal, 100(2), 76-84.
Wang, N. (2017). How will the domestic beer company do when facing the increasing of imported beer?. China Food Journal, 6, 1-2.
Yoo, S-R., Sung, H-J., & Ko, J-K. (2015). A study on the selection attributes of beer using conjoint analysis. Journal of Tourism and Leisure Research, 27(7), 341-360.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations