소비자의 수입쇠고기 구매 의향 분석

• 영문명: (Analysis for Consumers’ Purchasing Intension of Imported Beef)
• 발행기관: 한국농식품정책학회
• 저자명: 나유정(Na, Yoo Jung) 김민경(Kim, MinKyoung) 장재봉(Chang, Jae Bong)
• 간행물 정보: 『농업경영.정책연구』농업경영·정책연구 40권 1호, 195~222쪽, 전체 28쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2013.03.31

영문 초록

This study aims at analyzing the consumers purchasing intention of imported beef in order to provide our domestic beef industry with marketing strategies. Two methods, ‘decision tree model’ and ‘logistic model’, have been employed to classify consumers into several groups based on consumers’ demographical characteristics and their preference on imported beef. These methods have been also used to identify important elements affecting consumers’ purchasing intention on imported beef. Our result shows that a consumer group with a higher intention to purchase imported beef belongs to a relatively low-income group. Consumers in this group have prior experiences of purchasing imported beef and also are very sensitive to beef price. They usually do not consider freshness or safety as seriously as high income consumers. This result implies that it is necessary to employ income-selective marketing strategies in order to target the low income consumer group.

키워드

Imported Beef Consumers’ Purchasing Intention Logistic Model Decision Tree Model Market Segmentation