주요 축산물에 대한 소비자 행동 분석

• 영문명: (Analysis of Consumer Behaviors for Major Livestock Products Sold in Jeonbuk Region)
• 발행기관: 한국농식품정책학회
• 저자명: 차동욱(Dong Uk Cha)
• 간행물 정보: 『농업경영.정책연구』농업경영·정책연구 38권 1호, 96~114쪽, 전체 19쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2011.03.31

영문 초록

This study was conducted to analyze consumer preferences and purchasing behaviors for major livestock products (pork, chicken, and beef) sold in Jeonbuk region, using Marketing Mix4 P s. Results showed that the consumers who were older and more educated favoured beef, especially when they considered the product as an important factor. In contrast, those who lived in a detached house and considered price and promotion as important factors favored pork. The purchasing behavior of the consumers who favored beef tended to be more influenced by a brand name. However, the consumers who favored pork seemed to evaluate quality for themselves, rather than by aids of salesmen s explanation or product catalogs. As for methods of cooking, beef was used more favorably for beef bulgogi(barbequed) and soup, while pork for roasted pork and pork bulgogi.

목차

Ⅰ. 서 론

Ⅱ. 데이터 및 분석모형

Ⅲ. 분석결과

Ⅳ. 요약 및 결론

참 고 문 헌

키워드

Consumer Preferences Purchasing Behaviors