국내 시판 주요 맥주 브랜드의 포지셔닝에 관한 연구- 대학생들의 인식을 대상으로 -

Title
국내 시판 주요 맥주 브랜드의 포지셔닝에 관한 연구- 대학생들의 인식을 대상으로 -
Other Titles
A positioning study of major beer brands in the Korean market based on college students’ perceptions
Author(s)
김동진곽영초[곽영초]김현정[김현정]
Keywords
Beer; Brand positioning; Perceptual map; Multi-dimensional scaling
Issue Date
201509
Publisher
한국외식산업학회
Citation
한국외식산업학회지, v.11, no.3, pp.7 - 17
Abstract
The purpose of this study was to investigate the competitive positions of major beer brands(i.e., Hite, Cass, Max, Golden Larger, Asahi, Budweiser, and Heineken). In doing so, this study utilized five important beer selection attributes (taste, price, design, brand image, and proof). It identified the current positions of seven beer brands in the perception of college students. This study utilized a self-administered questionnaire for data collection and a multidimensional scaling was performed to visualize positions of the beer brands. In terms of the importance of the selection attributes, taste was the most critical followed by price, brand image, proof, and design. The results of positioning analysis showed that positions of domestic beer brands (i.e.,Hite, Cass, Max, and Golden Larger) are close. Also, positions of Budweiser and Heineken were close. On the other hand, it was found that Asahi had a unique position in comparison to other beer brands. Implications are discussed in the conclusion section.
URI
http://hdl.handle.net/YU.REPOSITORY/30857
ISSN
1738-8244
Appears in Collections:
자연자원대학 > 외식산업학과 > Articles
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