농업경제연구

Korean Agricultural Economics Association

제목 순위화된 프로빗모형을 이용한 매실가공식품 구매의 결정요인 분석
저자 김성용, 조성환
발행정보 47권 4호 (2006년 12월) 페이지 17~32
초록 We assess factors to influence consumers' frequency of purchasing Prunus mume products. For this purpose, we use the survey data obtained from interviewing the 400 household wives dwelling in Seoul and other cities, and conduct an ordered probit analysis. The estimation results show that (1) an ordered probit model is appropriate to analyze the preference ordering of consumers to Prunus mume products; (2) the factors affecting the purchase of the products are dependent on whether households bought raw Prunus mume or not; and (3) household Income, consumer knowledge about functional effects of Prunus mume appear to significantly influence the frequency of consumers purchasing the products. To increase the consumption of Prunus mume, developing various products designed for segmented markets and promotion of their functional attributes are recommended as marketing strategies.
논문파일 농업경제연구-2006(47권제4호)-02.pdf