컨조인트를 이용한 B급 농산물의 구매속성 분석

• 영문명: An Analysis of Purchase Attributes on Ugly Agricultural Products Using Conjoint Analysis
• 발행기관: 한국농식품정책학회
• 저자명: 고은아(Eun-A Go) 주미선(Mi-Seon Ju)
• 간행물 정보: 『한국농식품정책학회 학술대회 논문집』2017년 하계학술대회 논문집, 290~308쪽, 전체 19쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2017.06.30

영문 초록

The purpose of this study is to evaluate ugly fruits and vegetables based on consumer utility and to examine the factors including appearance, price, use by using a conjoint analysis model. The conjoint analysis is to trace the development of consumer preference among multi-attribute alternative. The data is collected from 221 consumers in Cheongju, Korea, through direct interviews and survey. 200 samples are found to be valid and used for analysis, using SPSS 22.0. Results show that price is the most important factor among some properties of agricultural products market, followed by appearance, use. That is, consumers prefer low price of agricultural products to its good appearance. That is why we should not throw ugly agricultural products away and should exploit to sell them. According to the potential market share prediction results (when we fixed the price depending on appearance), the highest ranking agricultural product has the middle level of appearance(B level) and the use for eating raw. So we should develop ugly agricultural product s market structure and sale strategies and then promotion of them for consumers is needed, too. They cam help to solve some environment problems and farm household economy.

목차

Ⅰ. 서론

Ⅱ. 분석모형 및 방법

Ⅲ. 컨조인트 분석자료의 설계

Ⅳ. 분석 결과

Ⅴ. 결론

키워드

ugly agricultural products agricultural products market Conjoint analysis model consumers preference potential market share