낙농자조금사업에 의한 우유소비촉진광고의 효과분석 = Studies on the analysis of the effectiveness of generic milk advertising in Korea (1999-2003)

다국어 초록 (Multilingual Abstract)

This study was conducted to analyze the effectiveness of Generic Milk Advertising from 1999 to 2003, and to evaluate the customers attitude on the Generic Milk Advertising from 2001 to 2002.
Results of this study indicate the followings ;
1) This study was aimed at reasonable evaluation on Dairy Check-off Program conducted from 1999 to 2003, that is, a dairy promotion program, and further, at establishing directions to rationally promote the upcoming Dairy Check-off Program.
2) The Dairy Check-off Fund accumulated by dairy farmers' voluntary assessment was 2.79 billion won in 1999, 2.669 billion won in 2001, 2.933 billion won in 2001, 3.46 billion won in 2002, and 2.273 billion won in 2003.
3) The most of Dairy Check-off Fund is paid for Generic Milk Advertising. The payment of TV advertisement is about 16.0% of total funds in 1999, 78.6% in 2000, 88.0% in 2001, and 85.5% in 2002.
4) In order to analyze the customers attitude on Generic Milk Advertising, customer research was conducted. As a result, more than 70% of the respondents had positive perception on Generic Advertising from 2001 to 2002, and average 75% of the respondents was exposed to Generic Advertising during the same period. Besides, it turned out that they got higher positive perception by 50% on milk and higher needs for milk by 70%, after exposed to Generic Advertising,
5) Taking the result of Answer Tree Analysis, housewives in their age 20s were the most likely to be exposed to Generic Advertising, followed by those in their age 30s, those in their age 40s living in apartment, and those in their age 40s living in single-family house or multi-family house. In other words, younger generations were more likely to be exposed to Generic Advertising. In addition, as for milk-drinking amount per person a day, it was over 200ml in 2-person families and less than 100ml in families with more than 5 members. It showed that small-sized families composed of younger generations were likely to drink more milk.
6) As a result of analyzing factors to affect exposure to Generic Advertising through the Quantification Theory Ⅱ, age of the housewife turned out to have the biggest influence, followed by the number of family members, family income, and educational level. Besides, younger, high-income and highly educated generations were more likely to be exposed to Generic Advertising.
7) As a result of analyzing factors to affect milk consumption through the Quantification TheoryⅠ, the number of family members turned out to have the biggest influence, followed by monthly income, age, experience of advertising and educational level the least.
8) As a result of time series analysis to evaluate effects of Generic Advertising, the real milk consumption quantity turned out to be more than the assumed consumption quantity by average 7.0% in every year, with separated rate of 2.0%, 10.5%, 11.6%, 5.7% and 5.4% from 1999 and 2003 respectively. It is means that the consumption rate was increased 2.0% in 1999, 10.5% in 2000, 11.6% in 2001, 5.7% in 2002 and 5.4% in 2003, than in case that there was no milk promotion activity through Generic Advertising in the dairy industry.
Generalizing the research results on Dairy Check-off Program conducted from 1999 to 2003, I would like to suggest several tasks and directions on upcoming milk consumption promotion activities through Dairy Check-off Program.
First, Generic Advertising through Dairy Check-off Program should be conducted on a sustainable and long-time basis. As for customers attitude on Generic Advertising, it turned out that Generic Advertising drew positive response from customers, and their awareness about and needs for milk were increased through Generic Advertising. It does not lead to more milk consumption, but can be a factor to increase milk consumption quantity in the long run.
Second, the effects of Generic Advertising should be maximized through the advertising strategy to divide the target market. Given the results of analyzing experience of Generic Advertising through Answer Tree Analysis and the Quantification Theory Ⅱ, younger generations showed more experience of Generic Advertising. Advertising strategy can be successful only with selecting correct target customers, selecting advertising media with higher possibility of exposure, and advertising contents to induce customers positive response. In this respect, Generic Advertising also requires advertising strategies to appeal for younger generations. Also, it can maximize the effects of Generic Advertising to concretize advertising strategies suitable for each class by setting target markets for various classes, such as children, middle-high school students, grown-ups, the elderly and housewives.
Third, it is recommended to convert Dairy Check-off System, which remains Voluntary Check-off System, to Mandatory Check-off System as soon as possible. As a result of Time Series Analysis on the effects of Generic Advertising, it was estimated that milk consumption was increased by average 7.0% in every year from 1999 to 2003, when Generic Advertising was conducted. This showed that Generic Advertising influenced milk consumption to some extent.
In this regard, it is suggested that milk consumption promoting activities be conducted through Dairy Check-off System on a long-time basis, in order to address the depressed and decreased milk consumption or to increase milk consumption. However, Generic Advertising so far has been conducted sporadically due to financial problems. It is because the ongoing Dairy Check-off System is conducted as Voluntary Check-off System, creating limitations to raising the fund. Therefore, it is required that the current Dairy Check-off System, which remains Voluntary Check-off System, should be converted to Mandatory Check-off System as soon as possible, and Dairy Check-off System supported by all in the dairy industry, dairy processors and the government should be conducted for sustainable and long-term Generic Advertising.
In conclusion, in order to increase milk consumption through promotion including advertising on a long-term basis, it is required to research and analyze customers purchase behavior on milk and various dairy products, and through that, the efficiency of Generic Advertising through Dairy Check-off Program by establishing customer-oriented advertising strategies.

목차 (Table of Contents)

• 목차
• Ⅰ. 서론 = 1
• 1. 연구의 배경과 목적 = 1
• 2. 연구의 구성 및 방법 = 3
• 3. 선행연구의 고찰 = 5
• Ⅱ. 우리나라 낙농산업의 현황 = 9
• 1. 젖소의 사육추이 = 9
• 2. 우유의 수급추이 = 13
• Ⅲ. 우리나라 낙농자조금제도 = 17
• 1. 자조금제도의 의의 = 17
• 2. 자조금제도의 목적 = 18
• 3. 자조금제도의 전제조건 = 19
• 4. 낙농자조금제도 = 20
• (1) 자조금제도의 추진과정 = 21
• (2) 자조금의 조성 = 22
• (3) 자조금의 운영 = 24
• Ⅳ. 우유소비촉진광고에 대한 소비자의 태도분석 = 28
• 1. 응답자의 인구통계학적 특성 = 28
• (1) 지역별 분포 = 28
• (2) 연령별 분포 = 29
• (3) 거주식구수별 분포 = 29
• (4) 월평균 수입별 분포 = 30
• (5) 주거형태별 분포 = 31
• (6) 직종별 분포 = 31
• (7) 학력별 분포 = 32
• 2. 우유소비촉진광고에 대한 소비자의 태도 = 32
• (1) 우유소비촉진광고에 대한 지지도 = 32
• (2) 우유소비촉진광고에 대한 접촉률 = 33
• (3) 우유에 대한 인식도와 음용욕구의 변화 = 34
• (4) 우유소비촉진 방법에 대한 견해 = 36
• Ⅴ. 우유소비촉진광고 접촉경험과 우유음용량에 대한 영향요인 분석 = 39
• 1. 분류모델 이론모형-의사결정나무분석- = 39
• 2. 분석변수 설정 = 42
• 3. 분석결과 및 고찰 = 43
• Ⅵ. 우유소비촉진광고 접촉경험의 영향요인 분석 = 55
• 1. 이론 및 분석모형 = 55
• (1) 수량화이론 Ⅱ유형 = 55
• (2) 분석모형 설정 = 56
• 2. 분석결과 및 고찰 = 57
• Ⅶ. 우유소비량의 영향요인 분석 = 61
• 1. 이론 및 분석모형 = 62
• (1) 수량화이론 Ⅰ유형 = 62
• (2) 분석모형 설정 = 65
• 2. 분석결과 및 고찰 = 67
• Ⅷ. 우유소비촉진광고의 경제적 효과분석 = 69
• 1. 기초광고 효과 분석의 이론 = 70
• 2. 분석모델의 설정 = 73
• 3. 추정결과 및 고찰 = 77
• Ⅸ. 요약 및 결론 = 83
• 부록 1 낙농자조금제도 시행에 관한 근거법규 = 88
• 부록 2 우유소비촉진광고에 대한 소비자 설문조사표 = 95
• 참고문헌 = 108
• ABSTRACT = 115