소비자의 수입쇠고기 구매 의향 분석

Title
소비자의 수입쇠고기 구매 의향 분석
Other Titles
Analysis for Consumers' Purchasing Intension of Imported Beef
Author(s)
장재봉나유정[나유정]김민경[김민경]
Keywords
Imported Beef; Consumers’ Purchasing Intention; Logistic Model; Decision Tree Model; Market Segmentation
Issue Date
201303
Publisher
한국농식품정책학회
Citation
농업경영.정책연구, v.40, no.1, pp.195 - 222
Abstract
This study aims at analyzing the consumers' purchasing intention of imported beef in order to provide our domestic beef industry with marketing strategies. Two methods, ‘decision tree model’ and ‘logistic model’, have been employed to classify consumers into several groups based on consumers’ demographical characteristics and their preference on imported beef. These methods have been also used to identify important elements affecting consumers’ purchasing intention on imported beef. Our result shows that a consumer group with a higher intention to purchase imported beef belongs to a relatively low-income group. Consumers in this group have prior experiences of purchasing imported beef and also are very sensitive to beef price. They usually do not consider freshness or safety as seriously as high income consumers. This result implies that it is necessary to employ income-selective marketing strategies in order to target the low income consumer group.
URI
http://hdl.handle.net/YU.REPOSITORY/26171
ISSN
1229-9154
Appears in Collections:
자연자원대학 > 식품자원경제학과 > Articles
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