돈육의 소비 행태와 소비촉진 광고에 대한 소비자의 태도 조사

• 영문명: A Research on the Consumer s Attitudes about the Pork Purchasing and Generic Advertising for Pork Promotion
• 발행기관: 한국농식품정책학회
• 저자명: 박종수 조광호
• 간행물 정보: 『농업경영.정책연구』농업경영·정책연구 29권 2호, 283~297쪽, 전체 15쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2002.06.30

영문 초록

A field survey was conducted with 1,125 consumers(housewives) in 5 large city including Seoul, Pusan, Daegu, Kwangju and Daejeon in Korea to understand the consumer pork purchase behavior and consumer attitudes on generic pork TV advertising. 55.8% of respondents in sample indicated that the meat freshness and sanitary safety of pork played the most important role in purchasing pork, and they suggested that the pork producers should, above all, improve the meat quality and sanitary condition of pork to increase pork consumption. 61.0%(n=686) of sample experienced generic TV advertising for pork promotion and the most (65.9%) of respondents who experienced TV advertising had got good goodwill about generic pork advertising, and 34.2% of them increased actually the purchasing quantity of pork in each home. Goodwill about pork generic TV advertising was better among elder ages than young ages, and better among higher income than lower income respondents.

목차

Abstract

Ⅰ. 서론

Ⅱ. 돈육의 구매 및 소비 행태

Ⅲ. 돈육의 소비촉진광고에 대한 소비자의 태도

Ⅳ. 돈육 소비확대에 영향을 미치는 요인과 소비 성향 분석

Ⅴ. 요약 및 결론

참고 및 인용문헌

키워드

Purchase Behavior Consumer Attitudes Generic Advertising Meat Quality Sanitary Condition Goodwill