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송영한 ( Young Han Song ),신해식 ( Hae Shik Shin ),최명래 ( Myung Rae Choi ),모신무스타리 ( Mustari Mohsin ),정윤필 ( Yun Pil Jung ),이종인 ( Jong In Lee ) 한국축산경영학회 2012 농업경영정책연구 Vol.39 No.2
The purpose of the study is to analyze factors that affect to purchasing behavior for Hoengseong Livestock Cooperative Beef (HLCB). The study focuses on participants for Hoengseong Korean Cattle Festival. Data are collected October 15 and 17, 2010 at the festival site. 383 questionnaires are collected and used for analyses using SPSS 12. Used analyses are frequency analysis, contingency Table Analysis, Factor Analysis, and Multiple Regression Analysis. The results of the analyses are as follows. Both consumers who have bought and have not the HLCB have faith for the HLCB. Consumers who have bought the HLCB had high satisfaction. The consumers who have bought the HLCB preferred to discount store, internet shopping mall of livestock cooperatives, festival, and special shop for the brand as shopping site for the beef. Consumers hesitate when they buy the beef because the beef price is too high. Consumers who have bought the beef during last one year are affected by ages, residence, and internal factors of the HLCB.