Research Paper : A Study on the Consumer Preference for the Attributes of Shampoo Using Mixed Logit Model

Shin, Jung Woo; Hyun, Ji Won

Journal of the Korean Society of Cosmetology 2011;17(5):962-969.
Published online October 31, 2011.

혼합로짓모형을 이용한 샴푸 구매에 대한 소비자 선호 분석

신정우, 현지원

Research Paper : A Study on the Consumer Preference for the Attributes of Shampoo Using Mixed Logit Model

Jung Woo Shin, Ji Won Hyun

Abstract

The purpose of this study is to analyze consumer preference for attributes of Shampoo and to calculate both consumer`s marginal willingness-to-pay and relative importance of each attribute. Conjoint survey method is used to collect state preference data for 500 consumers who live around Seoul, Gyeonggi and Incheon area. In addition, Mixed logit model is used and estimated by using Bayesian estimation method. Estimation results show that functionality of scalp care is the most prefer among functionality of shampoo and perfume extracted from plant is more prefer than perfume extracted from fruit. For consumer`s median marginal willingness-to-pay, functionality of scalp care and preventing hair loss is 72,600 won and 41,700 won, respectively. Thus, the results of this study provide useful information to related companies which are try to develop new products of shampoo.

Key Words: Shampoo, Conjoint Analysis, Mixed Logit model, Consumer Preference