지역특산주류 소비자 구매 결정 요인분석

• 영문명: An Analysis of Consumer Purchasing Decision Determinants on Local Liquors
• 발행기관: 한국유통과학회
• 저자명: 유재은(Jae-Eun YOU) 최종우(Jong-Woo CHOI)
• 간행물 정보: 『산경연구논집(JIDB)』Volume.10 No.6, 39~50쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2019.06.30

영문 초록

Purpose - Since the local liquor industry uses the agricultural products produced in the region as the main raw material, cultivation of the industry can be a way to expand the demand for domestic agricultural products and can contribute to the income increase of the farmers. In addition, the local liquor industry can be developed into a region-specific industry differentiated from other regions by linking with the region s tourism resources. Therefore, in order to achieve various derivative effects through promotion of the local liquor industry, it is necessary to precisely understand the factors related to the purchase and consumption of local liquor which then will lead to an increase in consumption. This study analyzes the current status and problems of local liquor industries and examines the determinants of consumers purchasing decisions of regional specialties through questionnaires. We will then propose a strategy to promote consumption of locally produced alcoholic beverages. Research design, data, and methodology - An online Domestic Consumer Survey was conducted to identify the actual purchases and uses of local liquors for 500 consumers nationwide. Based on the questionnaire results, the analysis uses an ordered probit model. Results - As a result of analyzing the effect of consumer characteristics on the purchase of local liquors, it was found that the average cost of drinking, income, local specialty, brewery experience, and health concerns have a significant effect on gender, drinking frequency. All the variables except the participation in the training of the special provincial manufacturing method were found to be statistically significant. The statistical significance was at a 1% significance level for the remaining factors excluding the bottle design. This shows that the higher taste, quality, price, and harmony with food, the higher the probability of purchasing local liquors. Conclusions - In the analysis of factors influencing the purchase

목차

1. 서론

2. 지역특산주 산업 현황

3. 연구방법

4. 분석결과

5. 결론

키워드

Local Drinks Purchasing Decision Factors Ordered Probit Consumer Preferences Marketing Strategies