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Consumer Preference Analysis of Korean Red Ginseng Tonic for Revitalizing Korean Ginseng Industry

국내 인삼산업 활성화를 위한 홍삼토닉 소비자 선호분석

  • Jeong, Jae Won (Farm & Agribusiness Management Division, Rural Development Administration) ;
  • Lim, Sungsoo (Department of International Trade, Konkuk Univ.) ;
  • Kim, Tae-Kyun (Department of Agricultural Economics, Kyungpook National Univ.) ;
  • Kim, Seung Gyu (Department of Agricultural Economics, Kyungpook National Univ.)
  • 정재원 (농촌진흥청 농산업경영과) ;
  • 임성수 (건국대학교 국제통상학전공) ;
  • 김태균 (경북대학교 농업경제학과) ;
  • 김승규 (경북대학교 농업경제학과)
  • Received : 2018.09.04
  • Accepted : 2018.10.23
  • Published : 2018.12.31

Abstract

This study attempts to analyze the consumers' preference on Korean Red Ginseng Tonic, which is an essential product to revitalize Korean ginseng industry, using choice experiment method. The attributes used in the choice experiment were the ginseng age, good agricultural products(GAP), sugar, and price. A total of 1,796 experiments were collected and the value of each preferred attributes was estimated using a multinomial logistic model. The result shows that the products made from six-year-old and GAP(Good Agriculture Practice) approved Korean ginseng with less sugar were preferred. These estimated monetary values of marginal willingness to pay were about 94,000 KRW, 89,000 KRW, 5,000 KRW, respectively. Thus, the efforts to introduce and advertize GAP approved ginseng while developing new products with preferred attributes by general publics are necessary in the short run. In addition, we may need to consider developing the way to promote products using 4- and 5-year-old ginsengs, which are relatively underestimated in their health effectiveness but highly productive for farmers in the long run.

본 연구는 국내외 여건으로 침체되고 국내 인삼산업 활성화에 필요한 인삼가공식품의 경쟁력 제고를 위하여 대표 인삼제품인 홍삼토닉의 소비자 선호속성을 선택실험법을 통해 분석하였다. 실험에 사용된 선호속성으로는 재배연근, 우수농산물(GAP) 인증 여부, 당류함량, 가격이 포함되었으며 총 1,796개의 실험에 대한 답변을 취득하여 각 속성에 대한 가치를 다항로짓모형을 이용하여 추정하였다. 그 결과, 6년근 원료를 사용하여 우수농산물(GAP) 인증을 받은 저당도 제품에 대한 선호도를 화폐가치로 환산하였다. 이를 정리하면, 5년근 대비 6년근 원료를 사용한 제품에 약 94,000원, GAP 인증을 받지 않은 경우에 비해서 약 89,000원, 당을 1g 줄인 경우 약 5,000의 추가지불의사금액을 확인할 수 있었다. 따라서 단기적으로 GAP 인증된 6년근 원료를 사용한 저당의 제품 개발이 필요하며, 인삼 GAP 인증에 대한 지원과 홍보가 필요할 것으로 보인다. 한편 인삼 농가 생산성 개선을 위해 저년근 인삼 효능에 대한 과도한 저평가를 개선하기 위한 장기적인 노력이 병행되어야 할 것으로 보인다.

Keywords

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