[마케팅조사] 영철버거 프리미엄 브랜드 전략(영문)

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레포트 > 경제경영계열
2011.07.29
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[마케팅조사] 영철버거 프리미엄 브랜드 전략(영문)에 대한 자료입니다.

목 차
1. SYMTOMS
2. MARKETING PROBLEM & RESEARCH OBJECTIVES
3. Research Design
1) Interview of client

2) Focus Group Interview & Blinding Test
a. Heavy User
b. Light user
c. Blind testing
3) Survey
4. Analysis & Interpretation
1) Taste and WTP
2) Hygiene and WTP
5. Recommendation
1) Promotion on taste and fresh ingredient
2) Ads on University Tomorrow
3) Interior Renewal

본문내용

1) Taste and WTP
WTP = 1383.205 + 478.005* Satisfaction of taste + error term
 It shows that if there is 1 unit increase in Satisfaction of taste, 478.005 units in WTP increase. (1 unit of satisfaction of taste is 1-7 scale and 1 unit of WTP is 1 Korean won)

Correlation between taste and WTP is 0.678, which means it is somewhat related. The R square is 0.46, which means that 46% of these sample variables can be explained by this regression model. The possibility is a little low, because there were many subjects who didn’t answer these questions. The equation is following.

2) Hygiene and WTP
WTP = 1415.851 + 449.613* Satisfaction of hygiene + error term
 It shows that if there is 1 unit increase in Satisfaction of hygiene, 449.613 units in WTP increase. (1 unit of satisfaction of hygiene is 1-7 scale and 1 unit of WTP is 1 Korean won)

Correlation between hygiene and WTP is 0.688, which means it is also somewhat related. The R square is 0.473, which implies that 47.3% of sample variables are explained by this regression model. The reason why its possibility is low is same as the reason of taste testing result.

In conclusion taste and hygiene are two factors that determine Youngchul burger’s WTP. What we have to know is that the mean of WTP is 2700 won, very low result compared to its real price, 3500~3800 won. This result implies that the Korea university students have very low expectation on taste and hygiene of YC burger. As we mentioned before, hygiene and taste are very important factors in order to be perceived as a premium burger, but this survey data analysis result definitely shows that the customers’ perception of YC burger’s hygiene and taste are not high enough. Although CEO of YC burger is trying to improve its quality, Korea university students don’t perceive YC burger as a premium burger and don’t expect much on YC burger’s quality influencing YC burger’s WTP.
5. Recommendation
Through our various surveys and interviews it was evident that “Youngchul burger” was facing difficulties after their renovation. The rather radical change in burger price and brand positioning confused a lot of customers and resulted in huge customer lose. The biggest problem for “Youngchul burger” was that they weren’t able to build a firm brand image. After an interview with the owner of “Youngchul burger”, his choice to raise price and repositioning the brand was an inevitable choice in order to meet the sky-rocketing ingredient cost. The owner clearly stated that he would never lower the

#마케팅조사 #브랜드 #영철버거 #영철 #버거

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