Preference Analysis for Flower Jewelry Using Conjoint Analysis

Abstract

Background and objective: This study was conducted to determine the preferences in flower jewelry by conducting a survey using conjoint analysis on the perception of flower jewelry and provide basic data for development of flower jewelry products.Methods: For the conjoint analysis, four attributes of flower jewelry were selected. Attribute 1 was related to the main material of flower jewelry, presented in three levels: cut flowers, potted flowers, and processed flowers. Attribute 2 was related to wearing area presented in five levels of wearing area: hair, neck, ear, arm (wrist) and chest (shoulder). Attribute 3 was related to price provided for selling products in flower shops, presented in three levels: less than 30,000 won, 50,000-70,000 won, and more than 100,000 won. Attribute 4 was related to flower jewelry wearing time, presented in three levels: less than 6 hours, 12-24 hours, and more than 24 hours. After extracting 25 profiles through orthogonal design, a questionnaire survey was conducted on 402 general participants, from which the responses of 343 participants were analyzed.Results: By attribute of flower jewelry, the respondents attached most importance to price (34.14%), followed by wearing area (29.18%), wearing time (18.51%), and material (18.17%), proving that the general public attached most importance to price (Pearson's R = .987, p = .000). The preference in levels by attribute was highest for processed flowers in material, less than 30,000 won in price, hair in wearing area, and 12-24 hours in wearing time.Conclusion: By making flower jewelry based on the results of the analysis, it would be possible to help increase items sold in flower shops as well as their income.