A study of apple selection factors by origin differences among consumers in Jeonju using conjoint analysis

This study conducted a conjoint analysis of domestic and imported apples for consumers in Jeonju, assuming a scenario where the apple market is open to imports. The analysis aimed to identify consumer preferences for apple attributes and calculate part-worth values for each attribute, which were utilized for market segmentation and share analysis. Results indicate that consumers prioritize sweetness, price, origin, and safety, in that order. Based on part-worth values, cluster analysis identified three consumer groups: those focused on origin, price, and sweetness. Market share analysis, which included one existing product and seven hypothetical products, revealed that all hypothetical imported apples, except for the one with the lowest sweetness(Case 5), captured over 30% of the market share. The findings suggest that consumer preferences vary by demographic characteristics and purchasing behavior, with origin being a lower priority compared to sweetness and price. To compete with imported apples, the competitiveness of domestic apples must be strengthened. This study highlights the need for strategies to enhance the competitiveness of domestic apples in light of potential apple imports.