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Effects of Cognition Toward Fresh Pear on the Purchase of Pear and Processed Pear Products

신선 배에 대한 인지가 배와 배 가공 식품의 구매에 미치는 영향

  • Ahn, Se Eun (Department of Nutritional Science and Food Management, Ewha Womans University) ;
  • Oh, Ji Eun (College of Science & Industry Convergence, Ewha Womans University) ;
  • Cho, Mi Sook (Department of Nutritional Science and Food Management, Ewha Womans University)
  • 안세은 (이화여자대학교 식품영양학과) ;
  • 오지은 (이화여자대학교 신산업융합대학) ;
  • 조미숙 (이화여자대학교 식품영양학과)
  • Received : 2017.08.23
  • Accepted : 2017.10.13
  • Published : 2017.10.30

Abstract

This study evaluated how fresh pear cognition variables influences the purchase of primary and secondary products to promote pear consumption. The survey was performed online using 200 consumers who have consumed pears. Consumers' cognition was classified into two groups, one that was more favorable toward fresh pears and one that was less favorable. The cognition toward pear significantly affected the attitude (p<0.001) and purchase intention (p<0.001) toward fresh pear. When consumers bought fresh pear, sweetness was most important among the selection attributes to both groups, and the most common reason why consumers liked the pear analyzed by check all that apply (CATA) was also sweet taste. However, the negative group did not prefer fresh pear because of taste and texture, so those qualities should be well-controlled. In addition, cognition toward primary products influenced liking and purchase intention of processed pear products, especially beverages (p<0.001), bakeries and sweets (p<0.05). Therefore, these types of secondary products should be developed based on consumers' demands.

Acknowledgement

Grant : FTA대응 경쟁력 향상 기술 개발-원예 특용 작물 경쟁력 제고: 배 수출 확대를 위한 소비편이 상품 개발 및 해외시장분석

Supported by : 농촌진흥청

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