매실의 소비자 구매의식과 구매특성 분석|RISS 상세보기

다국어 초록 (Multilingual Abstract)

Purpose – Given an increase in the consumption of plums, prices have fluctuated in an unstable manner, making it difficult for farmhouses to sell the product. This study intends to provide information on the cultivation and sale of plums to consumers, thus enabling producers to utilize relevant information to analyze the types of plums that are preferred and consumed by users.
Research design, data, and methodology – In this study, a survey was conducted on plum consumption by a consumer panel established and operated by the Rural Development Administration in December 2009. The objective was to identify the purchasing awareness of plums and to analyze panel data from 2010 to 2013 using a linear regression model, a Tobit model, and a panel regression model to derive the purchase characteristics.
Results – The outcome of the survey on plums is as follows.
Plums are purchased because they are good for the health (90.6%), which means that most customers purchase plums for their health benefits. When plums are in season, the purchase rate is 94.8%, indicating that most plums are purchased when they are in season and that selling plums when they are out of season is difficult. Therefore, we sell most plums in the correct season, and the rest of the plums need to be processed and then sent to markets. The strongest reason for not purchasing plums is that they are difficult to process for consumption(63.1%), followed by the reason that the fruit is unfamiliar (15.5%). Regarding solutions for increasing the consumption of plums, the answers were as follows: distribute a recipe for plums (36.9%), advertise its effect through TV or the press (31.1%), and develop various processed products (15.6%).
When customers decide to pick out plums, the major considerations were freshness (4.43), safe to eat (4.16), price (3.96), size (3.87), brand (3.28), and discount event (2.62). Freshness is important for decision making and safe to eat was more important than price because plums are washed and processed into plum jam. According to the results of the linear regression model, a higher family income results in a higher purchasing amount. However, the amount of plums purchased by a person was reduced if his or her income increased. Compared with individuals who used other purchasing agents on weekdays, those who used the traditional market turned out to purchase a higher amount of plums on the weekdays.
Conclusions – Considering that numerous people purchase plums for their health benefits, promoting the consumption of plums is anticipated as being successful if they can be produced safely for consumption and for inclusion in recipes and various processed foods, and to promote eco-friendly agricultural practices.

번역하기

참고문헌 (Reference)

1 임청룡, "패널자료를 이용한 사과, 배, 감귤, 오렌지 수요체계 분석" 한국식품유통학회 31 (31): 67-84, 2014

2 김은희, "실용적 쇼핑가치와 지각된 품질에 따른 PB제품에 대한 소비자태도에 관한 연구" 한국유통과학회 10 (10): 35-43, 2012

3 최웅, "식생활 라이프스타일에 따른 건강기능성 음료 구매특성 에 관한 연구" 한국호텔리조트학회 12 (12): 179-196, 2013

4 권오상, "소비자패널자료를 활용한 개별 소비자의 돈육 구입빈도, 구입부위 및 구입량 선택행위 분석" 한국농업경제학회 55 (55): 47-74, 2014

5 김태훈, "선택형 컨조인트 분석을 통한 건강기능식품 속성의 소비자 선호에 관한 연구: 비타민 상품을 중심으로" 한국유통과학회 13 (13): 79-91, 2015

6 황래홍, "매실주 숙성 중 매실부위, 알콜농도 및 trans-Resveratrol 이 에틸카바메이트 생성에 미치는 영향" 한국식품위생안전성학회 24 (24): 194-199, 2009

7 김규란, "매실의 첨가 형태에 따른 배추김치의 발효 및 품질 특성" 한국식품저장유통학회 17 (17): 214-222, 2010

8 임점희, "매실농축액을 첨가한 설기떡의 품질특성" 한국식품조리과학회 26 (26): 761-771, 2010

9 전상곤, "국내거주외국인의 국내산 과일 구매특성 및 선호도 분석" 한국농식품정책학회 38 (38): 503-528, 2011

10 Min, In-Sik, "Panel Data Analysis" Jiphil Media 2012