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A Study on the Brand Image Differentiation Strategy of Food Enterprise Using the Multidimensional Scaling Method

안혜림 1,  Choi, Ha-Yeon 1,  Hak-Seon Kim 1

1경성대학교

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ABSTRACT

This study aimed to reveal the effect of the brand image of three major food companies on selection factors by using the multidimensional scaling method. The structure of the result was visually analyzed in order to identify the positioning among the food companies using Alscal Proxcal, Prefmap and IPA. In addition, associations with 8 important items and customer satisfaction were analyzed using an IPA Matrix. Out of 256 distributed, 205 questionnaires were finally suitable for analyses. This research is summarized as follows: (1) Three food companies were not closely similar, however, food company C seemed to be on the competition structure with not only food company D, but also with food company P. (2) Selected items were examined according to each priority of coefficients shown as 4.33(Taste), 4.05(Price) and 4.05(Nutritional value). It was shown that the average importance of each quality of products was 3.9. However, 4 of the items: the taste of product, nutritional value, price and the intension of purchase were above average. In contrast, Awareness of brand and the types of product were below average. On the basis of this multidimensional scaling method, the aspect of customers’ choice of product priority depended on its taste, nutrition, value of price and the intention to purchase. This study will help marketers develop strategy and it could be utilized for future study too.

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