Consumer preference analysis on the attributes of samgyeopsal Korean cuisine and its market segmentation: Integrating conjoint analysis and K-means clustering

• Published in: PloS one Vol. 18; no. 2; p. e0281948
• Main Authors: Ardvin Kester S Ong, Yogi Tri Prasetyo, Armand Joseph D Esteller, Jarod E Bruno, Kathryn Cheska O Lagorza, Lance Edward T Oli, Thanatorn Chuenyindee, Kriengkrai Thana, Satria Fadil Persada, Reny Nadlifatin
• Format: Journal Article
• Language: English
• Published: Public Library of Science (PLoS) 01.01.2023
• ISSN: 1932-6203
• DOI: 10.1371/journal.pone.0281948

Samgyeopsal is a popular Korean grilled dish with increasing recognition in the Philippines as a result of the Hallyu. The aim of this study was to analyze the preferability of Samgyeopsal attributes which includes the main entree, cheese inclusion, cooking style, price, brand, and drinks using Conjoint Analysis and market segmentation using k-means clustering. A total of 1018 responses were collected online through social media platforms by utilizing a convenience sampling approach. The results showed that the main entrée (46.314%) was found to be the most important attribute, followed by cheese (33.087%), price (9.361%), drinks (6.603%), and style (3.349%). In addition, k-means clustering identified 3 different market segments: high-value, core, and low-value consumers. Furthermore, this study formulated a marketing strategy that focused on enhancing the choice of meat, cheese, and price based on these 3 market segments. This study has significant implications for enhancing Samgyeopsal chain businesses and helping entrepreneurs with consumer preference on Samgyeopsal attributes. Finally, conjoint analysis with k-means clustering can be utilized and extended for evaluating food preferences worldwide.