쌀 속성에 대한 소비자 선호도 분석과 시장점유율 전망

• 영문명: An Analysis of Consumer Preference for Rice Attributes and Forecast of Market Share
• 발행기관: 한국농식품정책학회
• 저자명: 최용훈(Yong-Hoon Choi) 권승구(Sung-Ku Kwon) 지인배(Inbae Ji)
• 간행물 정보: 『농업경영.정책연구』농업경영·정책연구 47권 3호, 448~470쪽, 전체 23쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2020.09.30

영문 초록

Recently, as imported rice is distributed in the domestic rice market, consumer preference for imported rice is increasing. Conjoint analysis is used to identify consumer preferences for attributes of marketed rice. A ranked logit model is used to analyze consumer characteristics associated with the consumption of rice. Consumers were most likely to consider the price (40%), followed by rice variety (21%), and origin of rice (18%). While quality (18%) and taste (14%), including organic rice (7%) were least likely to be considered. Cluster analysis shows that some consumers prefer domestically produced rice to imported rice because of safety and reliability despite it’s higher price while other consumers prefer to imported rice due to its lower price. Finally, the scenario analysis fulfilled to forecast a contingent rice market share between domestically produced rice and imported rice. Imported rice with a tariff rate of 513% does not have a price competitive in Korean rice market but imported rice without tariff could have competitive for Korean consumers.

목차

Ⅰ. 서 론

Ⅱ. 선행연구 검토

Ⅲ. 연구방법

Ⅳ. 조사자료 및 분석결과

Ⅴ. 요약 및 결론

참고문헌

키워드

Rice Consumer Preference Conjoint Analysis Market Share Cluster Analysis