지역소주에 대한 소비자 충성도 분석 : 확률계수로짓모형을 이용한 수요분석을 중심으로
The Demand Analysis of Consumer Royalty in the Korean Local Soju Market : Using the Random Coefficient Logit Model
- 주제(키워드) 확률계수로짓모형 , 소주 , 소비자 충성도
- 발행기관 서강대학교 일반대학원 경제학과
- 지도교수 전성훈
- 발행년도 2010
- 학위수여년월 2010. 8
- 학위명 석사
- 학과 및 전공 일반대학원 경제학과
- 파일정보 PDF
- 실제URI http://www.dcollection.net/handler/sogang/000000046202
- 본문언어 한국어
초록/요약
This study applies the random coefficient logit model and uses the data from Korea Alcohol and Liquor Industry Association to analyze the consumer royalty in Korean local soju market. To verify that consumers who have royal attitudes toward local soju brand tend to be insensitive to the price of local soju, the local native variable, which is defined in parsimonious way, is used as the random coefficient term. The estimation result of indirect utility function shows that the local native people tend to be more insensitive to soju price. Based on the reasonable assumption that the local natives are more royal to their local soju than any other people, it is possible to conclude that the royal attitudes toward local soju brand exist in terms of the insensitivity to local soju prices. The analysis of elasticity implies that the royal attitudes toward local soju brand are the general phenomenon in 10 regions. But the level of inelasticity toward local soju brand is regionally different; the inelasticity toward local soju in Busan is higher than any other regions and it is more elastic in Junbok than other cities.
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