Analysis of Consumers` Preferences and Price Sen-sitivity to Native Chickens

• 발행기관: 한국축산식품학회
• 저자명: Min-a Lee Yoojin Jung Cheorun Jo Ji-young Park Ki-chang Nam
• 간행물 정보: 『Food Science of Animal Resources』Korean Journal for Food Science of Animal Resources 제37권 제3호, 469~476쪽, 전체 8쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2017.06.30

영문 초록

This study analyzed consumers` preferences and price sensitivity to native chickens. A survey was conducted from Jan 6 to 17, 2014, and data were collected from consumers (n=500) liv-ing in Korea. Statistical analyses evaluated the consumption patterns of native chickens, pref-erence marketing for native chicken breeds which will be newly developed, and price sensitivity measurement (PSM). Of the subjects who preferred broilers, 24.3% do not pur-chase native chickens because of the dryness and tough texture, while those who preferred native chickens liked their chewy texture (38.2%). Of the total subjects, 38.2% preferred fried native chickens (38.2%) for processed food, 38.4% preferred direct sales for native chicken distribution, 51.0% preferred native chickens to be slaughtered in specialty stores, and 32.4% wanted easy access to native chickens. Additionally, the price stress range (PSR) was 50 won and the point of marginal cheapness (PMC) and point of marginal expensiveness (PME) were 6,980 won and 12,300 won, respectively. Evaluation of the segmentation market revealed that consumers who prefer broiler to native chicken breeds were more sensitive to the chicken price. To accelerate the consumption of newly developed native chicken meat, it is necessary to develop a texture that each consumer needs, to increase the accessibility of native chickens, and to have diverse menus and recipes as well as reasonable pricing for native chickens.

키워드

Korean native chickens consumers` preference chicken breed price sensitivity