펫푸드(반려동물 식품) 선택속성에 대한 소비자 특성 분석

• 영문명: Consumer Characteristics in Terms of Pet Food Selection Attributes
• 발행기관: 한국농촌지도학회
• 저자명: 박명은(Myeong-Eun Park) 엄지범(Ji-Bum Um)
• 간행물 정보: 『농촌지도와 개발』28권 2호, 85~98쪽, 전체 14쪽
• 주제분류: 농수해양 > 기타농수해양
• 파일형태: PDF
• 발행일자: 2021.06.30

영문 초록

This study aims to examine consumer types based on pet food selection attributes and to analyze the differences in consumer characteristics by those types. In this study, the researcher uses k-means cluster analysis and crossover analysis to determine market segmention, and then analyzes the resultant characteristics by categorizing consumers. A total of 202 cases are used for this study. First, the selection attributes are classified into the six factors of credibility, quality, design, convenience, information, and price. Second, the clusters are categorized into the four clusters, which are designated pet food lower-involvement type, pet food information- and price-seeking type, pet food convenience-seeking type, and pet food higher-involvement type. Third, these four groups exhibit statistically significant differences in terms of occupational variables, number of pets, and purchase frequency. The results of this study may provide helpful information in establishing customized, market-based marketing strategies based on the characteristics of pet food consumers.

목차

1. 서론

2. 이론적 배경

3. 연구방법

4. 연구결과

5. 결론

키워드

반려동물 반려동물 식품 펫푸드 선택속성 시장세분화 pet pet food selection attributes market segmentation