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A Survey on the Effect of Consumer's Social-Economic Status on Beef Purchase Attitude

소비자의 사회 경제적 위치가 쇠고기 구매 태도에 미치는 영향

  • Lee, Seong-Kap (Dept. of Food and Biotechnology, Graduate School Hoseo National University/Korea Institute of Science and Technology Information(Reseat)) ;
  • Yang, Seok-Jin (Agricultural Cooperative Association-Daejeon Chungnam Pig Breeding Nonghyup) ;
  • Kim, Dong-Hoon (National Institute of Animal Science, RDA) ;
  • Cho, Bong-Jae (Dept. of Food Science, Kongju National University) ;
  • Jang, Jung-Young (Dept. of Food Science, Kongju National University) ;
  • Lee, Hyo-Ku (Dept. of Food Science, Kongju National University) ;
  • Yoon, Bo-Ra (Dept. of Food Science and Biotechnology, Kangwon National University) ;
  • Lee, Young-Jun (Dept. of Food Science and Biotechnology, Kangwon National University) ;
  • Lee, Ok-Hwan (Dept. of Food Science and Biotechnology, Kangwon National University)
  • 이성갑 (호서대학교 대학원 식품생물공학과/한국과학기술정보연구원(Reseat)) ;
  • 양석진 (대전충남양돈농협) ;
  • 김동훈 (농촌진흥청, 국립축산과학원) ;
  • 조봉제 (국립공주대학교 식품공학과) ;
  • 장중영 (국립공주대학교 식품공학과) ;
  • 이효구 (국립공주대학교 식품공학과) ;
  • 윤보라 (국립강원대학교 식품생명공학과) ;
  • 이영준 (국립강원대학교 식품생명공학과) ;
  • 이옥환 (국립강원대학교 식품생명공학과)
  • Received : 2012.01.26
  • Accepted : 2012.02.20
  • Published : 2012.03.31

Abstract

This current survey was conducted to examine consumer attitudes toward factors determining beef purchasing and improving distribution systems. The frequency of beef purchasing was shown to reflect social and economic status, where inhabitants in large cities, such as Seoul, with higher salaries showed a higher frequency. In addition, consumers that were in their forties bought beef more frequently than consumers that were in their twenties. Consumers in Seoul and the megalopolis with a monthly income of higher than 200 million won preferred to purchase meat from department stores and discount markets. In contrast, people in small cities with lower incomes tended to buy meat from butcher shops and brand shops. In a question regarding unsatisfaction factors of retail beef, individuals that were in their thirties with a high income had concerns associated with packaging problems. For people under thirty with low income, the consistency of quality and price were the prime concerns. In regards to the beef grading system, consumer response varied between inhabitants, monthly income and age group, where consumers from small cities that were in their twenties and forties with a low income had a negative viewpoint. For the differential beef distribution system, housewives between the ages of 30 and 40 from a small city with an income higher than 200 million won had a positive response; however, a large number of consumers were not familiar with this system. The most demanding beef cuts were in the following order: loin, flank and rib. In addition, the most important factors determining purchasing beef were as follows: price, breed and portion.

본 연구는 도시지역에 거주하는 소비자 1,343명을 대상으로 쇠고기 구매와 관련된 요인과 쇠고기 유통제도에 대한 소비자 의향을 설문조사하여 쇠고기 마케팅에 활용하고자 실시하였다. 가정에서 쇠고기를 구입하는 회수는 소비자의 사회, 경제적 위치에 따라 다르게 나타나, 서울시와 광역시가 일반시보다, 고소득층이 저소득층보다, 40대가 20대보다 더 자주 구입하고 있는 것으로 나타났다. 구입 장소는 서울시, 광역시 등 대도시 거주자와 월 200만 원 이상의 고소득층은 백화점, 할인점을 주로 이용하고 있는 반면, 중소도시 및 저소득층은 전문점 및 정육점을 주로 이용하였다. 시판 쇠고기에 대한 개선 사항은 대도시 거주자, 고소득층 및 30대 이상은 위생, 포장방법을 중소도시, 저소득층 및 20대는 육질의 균일성 및 가격 인하를 요구하였다. 등급제에 대한 인식은 거주지, 월소득 및 연령층에 따라 다르게 나타났으며, 중소도시 거주자, 저소득층 및 20대와 40대에서 부정적으로 나타났다. 구분판매제에 대한 의향은 중소도시 거주자, 200만 원 이상의 고소득층, 30~40대의 가정주부에서 긍정적으로 평가하였으나, 상당비율의 소비자가 이 제도에 대해 모르거나 중요치 않은 것으로 인식하고 있었다. 쇠고기 구매시 고려하는 사항 중 선호 부위는 등심, 양지, 갈비 순이었으며, 구매시 고려요인은 부위, 가격, 원산지 순이었다. 또한 품질 요인으로는 신선도, 색깔 등을, 표시사항에 대해서는 가격, 품종 부위 순으로 중요시 하는 것으로 나타났다.

Keywords

References

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