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최혜화 ( Hui-hua Cui ),김은순 ( Uhn-soon Gim ),권용대 ( Yong-dae Kwon ) 한국농업정책학회 2011 농업경영정책연구 Vol.38 No.1
The objective of this study was to understand the imported fruit consumption behavior of Chinese consumers, in order to explore the target market for exporting Korean fresh fruit to China. We investigated the major factors that had effect on the Chinese purchasing experience of imported fruit by applying logit model, and estimated their monthly imported fruit expense function by using tobit model, and further we investigated Chinese purchasing intention for the imported Korean fruit in the future. Apple and pear were the selected commodities for the study. Beijing and Shanghai were chosen for the survey areas. Direct interviewed data from Chinese consumers via questionnaire in the two areas have been used. In general the estimation results were significant. The results showed Shanghai consumers purchased more imported fruit than Beijing consumers by 67.1 yuan in terms of monthly household expense. Higher-income households purchased more imported fruit, where the marginal effect of household income on the imported fruit expense was 0.004 yuan. Also higher-educated and over 30 years old Chinese consumers purchased more imported fruits. In addition,future purchasing intention for the future-imported Korean fruit tended to be similar to the results for the imported fruit consumption except household income was not shown as the significant factor for purchasing imported Korean fruit.
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북경,상해 소비자의 수입과일 구매행태 조사 분석 -소비자 실태를 중심으로-
최혜화 ( Hui Hua Cui ),권용대 ( Yong Dae Kwon ),김은순 ( Uhn Soon Gim ) 한국식품유통학회 2011 食品流通硏究 Vol.28 No.4
Chinese rapid economic growth can offer great opportunities for Korean agriculture as a potential export market. Hence it is very necessary of us to understand the target market beforehand. The purposes of this study were to understand Chinese fruit consumer`s purchasing behavior, particularly imported fresh fruit consumer`s, and to derive relevant export strategies. Survey had been done via direct interviews to fruit consumers in Beijing and Shanghai using questionnaire. Fresh apple and pear are the subject fruit in this study. Chinese consumer`s most favorite fruit was apple, however, pear was not the favorable one. Fruit demand elasticities with respect to income averaged 0.35, where Beijing and Shanghai consumers elasticities were respectively 0.21, 0.43. Three out of four Chinese consumers had experience to purchase imported fruit, in which high income families and Shanghai households had more experience. Women and young generations preferred imported fruit. Beijing households spent more fruits than Shanghai, yet Shanghai households spent more on imported fruit. High income families spent more on both fruit and imported fruit than other income groups. Price was considered as the most important factor when Chinese consumers purchaesd imported fruit, followed freshness and tastes. Safety did not seem to be the main concern, yet high income group concerned safety more. Chinese consumers evaluated Japanese fresh fruit -apple and pear- as relatively expensive comparing to its quality, freshness, and safety. The results showed high income group, women, and young generations may be the main target group for exporting fresh fruit. Shanghai has more potentiality as for the future market, however, currently Beijing has more purchasing power. Lower price than Japanese fruit with similar quality to Japanese fruit with will give us competitiveness in Chinese fruit market.
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