Food Science of Animal Resources (한국축산식품학회지)

Korean Society for Food Science of Animal Resources (한국축산식품학회)
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Consume's Purchase Behaviors and Perception of Branded Pork in Gyeongnam

브랜드 돈육에 대한 경남 소비자 구매 특성과 인지도

  • Lee, Mun-hee (Gyeongnam Agricultural Research & Extension Service) ;
  • Kim, Tae-Wan (Department of Animal Resources Technology, Jinju National University) ;
  • Han, Il-Moon (Gyeongnam Agricultural Research & Extension Service) ;
  • Kang, Yang-Su (Livestock Division, Gyeongnam Provincial Office) ;
  • Jin, Sang-Keun (Department of Animal Resources Technology, Jinju National University) ;
  • Kim, Il-Suk (Department of Animal Resources Technology, Jinju National University)
  • 이문희 (경상남도청 축산과) ;
  • 김태완 (진주산업대학교 동물소재공학과) ;
  • 한일문 (경상남도청 축산과) ;
  • 강양수 (경상남도농업기술원) ;
  • 진상근 (진주산업대학교 동물소재공학과) ;
  • 김일석 (진주산업대학교 동물소재공학과)
  • Published : 2005.09.01
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Abstract

A totally 178 housewives in Gyeongnam were surveyed on consumer's purchase behavior and perception of branded pork. The degree of consumers' perception and reliance on the branded pork was still low. Consumers' consideration quality factors when buying pent is higher in order of safety/hygiene>taste/tenderness>meat color, In taste, consumer preferred Korean native pig meat when compared to the common meat. But the consumers have a notion that the price of Korean native pig meat was too expensive. The consumer preferred consumer group to government agency as a official approval organ for pork quality assurance. The consumers had different behavior in information channel, purchase frequency and place depending on age, income. In the development of branded pork, further studied are required on consumers' purchase behavior, perception, preference choice and decision-making process of branded pork.

경남 지역에 거주하는 178명의 주부를 대상으로 브랜드 돈육의 소비행동을 분석하였다. 소비자들은 브랜드 돈육에 대한 인지도와 신뢰도는 낮은 것으로 조사되었다. 돼지고기 구입 시 고려하는 품질 요인은 안전성과 위생성, 맛과 연한 정도, 육색 순이었다. 재래 브랜드 돼지고기가 일반 돼지고기 보다 맛이 더 좋다($68.7\%$)고 하였으나, 가격은 비싼 편($67.0\%$)이라고 하였다. 한편, 돼지고기 품질인증은 정부기관보다는 소비자단체에서 하는 것을 선호하였다. 소비자들은 연령이나 수입에 따라서 정보를 얻는 경로나 구입횟수 및 구입장소가 다른 소비행동을 보인 것으로 분석되었다. 따라서 향후 브랜드 돈육 개발 시에는 브랜드의 가치에 대한 소비자들의 인식을 파악하고 또한 소비자의 구매 행동과 인지도, 기호도, 의사 결정 과정 등을 종합적으로 분석하여 반영하는 더 많은 연구가 진행되어야 할 필요성이 있다.

Keywords

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