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

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 Conj...