계란식품PB 구매에 미치는 소비자 요인 분석

• 영문명: Analyzing Factors Influencing Purchasing Behavior of PB Eggs: Focusing on Eggs from Large Distribution Companies
• 발행기관: 한국유통과학회
• 저자명: 김종진(Jong-Jin Kim) 심규열(Kyu-Yeol Shim) 김미송(Mi-Song Kim) 윤명길(Myoung-Kil Youn)
• 간행물 정보: 『유통과학연구(JDS)』제11권 제10호, 107~116쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2013.10.30

영문 초록

Purpose – Eggs are nutritionally complete and one of the most popular natural foods. Moreover, the poultry industry is one of the important food industries. However, early industrialization of the poultry industry on its own did not lead to further development compared to other livestock industries. In this study, we investigate what factors influence consumers’ behavior and how consumers' understanding of retail business affects their propensity to consume. This study is different from other studies as it analyzes how the brand names of manufacturers and distribution companies affect the purchasing characteristics or actual purchase behavior of consumers in order to suggest how these manufacturers and distribution companies can increase their competitiveness. Research design, data, methodology – This study conducted a survey of 250 randomly selected egg purchasers in discount stores from January to April 2013. Consumers' purchase tendencies were calculated through frequency analysis. This result was then utilized using cluster analysis to draw a conclusion about which purchase tendency influenced consumers buying three different brands of eggs or whether this tendency really affected consumers. As a result, the outcomes of Hypotheses 2 and 3 were not clear so we drew a conclusion with our analysis of Hypothesis 1. Results – While the outcomes of Hypotheses 2 and 3 did not clearly indicate whether purchasing tendencies affected consumers when buying eggs, our analysis of Hypothesis 1 indicated that consumers were affected by the quality of the eggs rather than exterior factors such as the brand name. Thus, we concluded that it is important to promote the excellence of the quality of the eggs. Usually firms buy eggs from farms and repackage them in order to sell them. In this sense, if consumers were aware of this egg production process, and eggs were fairly distributed to retailers, large retail PB businesses would also be able to enhance their

목차

Abstract

1. 서론

2. 계란 산업의 유통현황

3. 선행연구

4. 연구분석

5. 결론

References

키워드

Egg Distribution Food Distributors Pb Eggs Egg Consumer Characteristics Egg Industry Egg Industry Issues