소비자의 친환경감귤 소비실태와 감귤의 선호속성 분석

다국어 초록 (Multilingual Abstract)

The objective of this paper is to analyze consumers" consumption behavior of environment-friendly mandarin and attributes of mandarin in Korea. It is also to measure consumers" marginal willingness to pay by the attributes of mandarin and to estimate the market-share by products of mandarin from the data surveyed by a survey research company. The questionnaires for consumers were given randomly by interview to 500 married women lived in Seoul and to 200 wholesaler in Seoul, Busan, Daegu, Kwangju. The conjoint analysis method was used to analyze consumers" preference and suggest several implications for the rational production and marketing policy of mandarin.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 표본설계 및 분석방법
• Ⅲ. 분석결과
• Ⅳ. 요약 및 결론
• 참고문헌

참고문헌 (Reference)

1 김배성, "화훼 절화류의 소비자 선호요인과 마케팅 포인트" 한국농업경제학회 48 (48): 43-64, 2007

2 김창길, "퍼지 의사결정기법을 이용한 친환경농산물의 속성별 가치 분석" 한국농업경제학회 47 (47): 69-88, 2006

3 권기대, "친환경 농산물브랜드선택이 고객가치 및 고객만족에 미치는 영향" 한국농업정책학회 30 (30): 718-742, 2003

4 Hanley, N., "Using choice experiments to value the environment" 11 : 413-428, 1998

5 McFadden, D., "Standard Logit Analysis of Qualitative Choice Behavior, in: Frontiers in Econometrics" Academic Press 105-142, 1974

6 Storchmann, K., "English Weather and Rhine Wine Quality: An Ordered Probit Model" 16 (16): 105-119, 2005

7 감귤유통조절위원회, "2006년산 감귤유통조절명령제 종합평가보고서" 2007