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A Study on Livestock Products Brand Loyalty of University Students

대학생의 축산물 브랜드 충성도에 관한 연구

  • Kim, Seok-Eun (Department of Animal Resources Science, Kongju National University) ;
  • Kim, Kon-Joong (Department of Animal Resources Science, Kongju National University)
  • 김석은 (공주대학교 동물자원학과) ;
  • 김건중 (공주대학교 동물자원학과)
  • Received : 2009.09.18
  • Accepted : 2009.10.14
  • Published : 2009.10.01

Abstract

This study was conducted to investigate the experience of purchasing a specific livestock farm product brand, loyalty to a brand, reasons of loyalty, reasons of nonloyalty and intension of paying a premium for a preferred brand according to gender, occupation of parents, a place of residence and income of parents with 408 university students by using a questionnaire and to provide measures for development of livestock farm product brands satisfying both to producers and consumers. According to the results, only the students (25.7%, 105) had bought a specific livestock farm product brand and more female students (33.6%) had purchased a specific brand than male students (21.4%) (p<0.01). For loyalty to a brand, males were more loyal by recording 3.83 points, and students whose parents were farmer showed the highest or 4.17 points (p<0.05). As reasons of loyalty to a brand, female students answered quality (76.6%, 36) and a price (12.8%, 6) in that order and male students considered its name value as the most important reason (26.4%, 14) (p<0.05). In conclusion, experience of buying a livestock farm product brand was found to be a factor increasing university students‘ loyalty to a brand. Although quality and a price affected largely the purchase of a brand, a place to buy it and a price were major factors hindering the purchase.

Keywords

University students;Livestock products;Brand;Brand loyalty

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