포장사과 구입실태 및 선호 분석 = Consumers' purchasing behavior and preference for small packaged apple

다국어 초록 (Multilingual Abstract)

This paper analyzes the consumers' preference for packaged apple and derives the measures to vitalize the distribution of packaged apple. To do this, survey was conducted for consumers in large cities, Seoul, Busan, and Daegu to observe their purchasing behavior and satisfaction both for packaged and unpackaged apple. Survey was focused to how they are satisfied with several attributes of package such as size, appearance, content, material, and label. On the basis of the survey results, the values of the package attributes were estimated. Survey results show that consumers tend to buy unpackaged apple rather than packaged apple. About 34 percent out of 313 respondents have ever purchased apple packed with paper box while only 10.5 percent have an experience to buy packaged apple with transparent box. Most respondents answered they preferred the package of five to six apples and 1.3 kilograms most. They preferred mid or large size apple. Estimation of the values of the package attributes using the conjoint analysis shows that consumers are giving the highest value to the price of packing material. It means that consumers are reluctant to the extra payment resulted from packing the apple. Therefore, the efforts to reduce the cost of packing apple should be made steadily. In order to vitalize the distribution of small packaged apple, the package should contain high quality apple with high sugar content, proper size, good appearance, and so on. And it needs to be promoted to the consumers that small packaged apple are not inferior to apple packed with paper box.

참고문헌 (Reference)

1 유기준, "차별화 상품의 유통실태에 관한 조사 연구" 한국식품유통학회 22 (22): 59-98, 2005

2 김경필, "과일 상품가치의 헤도닉가격 분석" 한국농업경제학회 43 (43): 33-56, 2002

3 김경필, "과실 포장 상품에 대한 소비자선호와 시사점-사과배감귤을 중심으로-" 한국식품유통학회 24 (24): 101-118, 2007

4 Korea Agro-Fisheries and Food Trade Corporation, "Consumption Pattern of Main Fruits in 2006" 2006