소비자의 수입 과일 소비행태 및 구매 결정요인 분석

• 영문명: Analysis on the Consumer’s Consumption Behavior and the Determinants of Purchasing for the Imported Fruits
• 발행기관: 한국농식품정책학회
• 저자명: 윤종열(Jong-Yeol Yoon) 박기환(Ki-Hwan Park) 박한울(Han-ul Park) 이병훈(Byoung-Hoon Lee)
• 간행물 정보: 『농업경영.정책연구』농업경영·정책연구 48권 3호, 310~328쪽, 전체 19쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2021.09.30

영문 초록

The objective of this study is to identify consumers preferences and purchasing behavior and to analyzing purchasing decision factors for major imported fruits such as orange, cherry, grapefruit and avocado. For this purpose, multinomial logit is applied. As a result of the purchase behavior survey, the majority of consumers have a high experience of purchasing imported fruits and a high rate of repurchase. The preference for grapefruit and avocado has improved significantly compared to the past and Imported fruits, which are likely to be replaced by domestic fruits, turned out to be oranges and cherries. According to the analysis of the multinomial logit model, the experience of purchasing imported fruits, the recognition of age and variety, and the educational background variables are analyzed as the main determinants. In order to promote the consumption of domestic fruits, it is necessary to establish a differentiated customized marketing strategy by segmenting fruit types and attributes in consideration of the characteristics of the consumer class, such as age groups and income levels. It is also necessary to explore ways to spread information about various varieties and functionalities of fruits.

목차

Ⅰ. 서 론

Ⅱ. 수입 과일의 소비자 구매행태 조사

Ⅲ. 수입 과일 구매 의향 결정요인 분석

Ⅳ. 요약 및 결론

참고문헌

키워드

Imported Fruits Consumer’s Preferences and Purchasing Behavior Purchasing Decision Factors Multinomial Logit Model Marginal Effects