조사소비자의 수입쇠고기 구매 의향 분석 = Analysis for Consumers' Purchasing Intension of Imported Beef

다국어 초록 (Multilingual Abstract)

This study aims at analyzing the consumers' purchasing intention of imported beef in order to provide our domestic beef industry with marketing strategies. Two methods, "decision tree model" and "logistic model", have been employed to classify consumers into several groups based on consumers' demographical characteristics and their preference on imported beef. These methods have been also used to identify important elements affecting consumers' purchasing intention on imported beef. Our result shows that a consumer group with a higher intention to purchase imported beef belongs to a relatively low-income group. Consumers in this group have prior experiences of purchasing imported beef and also are very sensitive to beef price. They usually do not consider freshness or safety as seriously as high income consumers. This result implies that it is necessary to employ income-selective marketing strategies in order to target the low income consumer group.