Journal of the Korean Home Economics Association (대한가정학회지)
- Volume 35 Issue 4
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- Pages.269-282
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- 1997
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- 1225-0937(pISSN)
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- 2234-2818(eISSN)
Consumers' Perceptions & Willingness-to-Pay for High-Priced Food
고가격 식품에 대한 소비자의 안전성 인지와 지불용의
Abstract
The purpose of this research is to analyze perceptions of consumers and willingness to play for high-priced food. The price dispersions of four food categories - soybean sprouts, tofu, milk, and egg - were analyzed through the market analysis, and the survey with the structured questionnaire was utilized to get information on the reason why consumers buy and don't buy the high-priced food. It tested whether a consumer would change the choice if the new product information on safety issues is offered and if the price of high-priced food is lowed. Results showed that generally consumers don't have the confidence on the level of safety and comparative advantages of quality of high-priced food, but they just purchase the high-priced food as long as they can afford it.
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