DOI QR코드

DOI QR Code

청대추칩의 속성별 소비자 가치 추정

Estimation of Consumers Valuation by Attributes of Green Jujube Chip

  • 하현정 (부산대학교 농업경제학과) ;
  • 이상학 (부산대학교 농업경제학과) ;
  • 최세현 (부산대학교 농업경제학과)
  • Ha, Hyun-Jung (Division of Agricultural Economics, Pusan National University) ;
  • Lee, Sang-Hak (Division of Agricultural Economics, Pusan National University) ;
  • Choi, Se-Hyun (Division of Agricultural Economics, Pusan National University)
  • 투고 : 2013.07.17
  • 심사 : 2013.10.10
  • 발행 : 2013.10.31

초록

본 연구는 "청대추칩"이라는 신제품의 제품 개발 방향 설정을 목적으로 시행되었다. 이를 위하여 청대추칩의 속성별 소비자 가치추정을 실시하였다. 방법적으로는 선택형 실험(Choice Experiment)을 이용하였으며, 조건부 로짓 모형을 추정하여 각 속성별 지불의사금액을 도출하였다. 그 결과 중소기업 제품은 1,333원/개, 대기업은 1,752원/개, 대학은 1,703원/개, 포장 단위는 350원/개, 원료 등급은 548원/개, HACCP은 1,322원/개, ISO22000은 1,166원/개로 추정되었다. 대학 브랜드의 지불의사금액은 중소기업 브랜드보다는 높고 대기업 브랜드보다는 낮은 것으로 나타났다. 대학 브랜드 제품을 다소 고급제품으로 인식하고 있으므로 이에 걸맞는 제품을 개발해야 할 필요가 있다. 그러므로 우선적으로 HACCP을 취득할 필요가 있고 우수한 원료를 사용할 필요가 있다.

This research was launched as an attempt to help create a new value-added product called "Green Jujube Chip." To accomplish the objectives, consumers value by attributes of Green Jujube Chip should be estimated. We used Choice Experiment for analysis, which we used to arrive at pricing of specialty jujube chips based on the conditional logit model. As a result, MWTP were estimated at 1333 Won/unit for Mid-size Company Product, 1752 Won/unit for Large Company Product, 1703 Won/unit for University Affiliation, 350 Won/unit for packing unit, 548 Won/unit for rating the raw fruit, 1,322 Won/unit for HACCP, and 1,166 Won/unit for ISO22000. The consumer's WTP for Green Juju Chip, associated with the university-brand recognition, was higher than a product produced by a mid-sized company but lower than a product by a large company. Given how the consumers regard the university-brand product as a specialty item, it is necessary to create value-added products that meet such high expectation. Therefore, we recommend the producers to acquire HACCP Food Safety Certification and the value-added product has used the highest quality raw fruit.

키워드

참고문헌

  1. Bae-Sung, Kim & Se-Hyun, Choi, "A Review on Consumer's Attributes of the Cut Flowers in Korea", The Korean Journal of Agricultural Economics, Vol. 48, No. 3, pp. 45-66, 2007.
  2. Eun-Kyung, Park, Jin-Chun, Ryu & Tae-Kyun, Kim, "Analysis of Consumer Preferences for Wine", Korean Journal of Food Preservation, Vol. 17, No. 3, pp. 418-424, 2010.
  3. Tae-Kyun, Kim & Na-Kyoung, Hong, "Measuring the Willingness to Pay for Food-Safety Attributes", The Korean Journal of Agricultural Economics, Vol. 46, No. 2, pp. 181-196, 2005.
  4. Yong-Kwang, Shin, "Measurement of the willingness to pay for milk-safety attribute using choice experiment", Korean Journal of Agricultural Management and Policy, Vol. 33, No. 3, pp. 618-629, 2006.
  5. J. L., Lusk, J. Roosen, and J. A. Fox, "Demand for beef from cattle administered growth hormones or fed genetically modified corn: A comparison of consumers in France, Germany, the United Kingdom, and the United States", American Journal of Agricultural Economics, Vol. 85, pp. 16-29, 2003. DOI: http://dx.doi.org/10.1111/1467-8276.00100
  6. W., Adamowicz, P. Boxall, M. Williams, and J. Louviere, "Stated preference approaches for measuring passive use values: Choice experiments and contingent valuation", American Journal of Agricultural Economics, Vol. 80, No. 1, pp. 64-75, 1998. DOI: http://dx.doi.org/10.2307/3180269
  7. W. H., Greene, "Econometric analysis(6th ed.)", Prentice Hall, 2007.
  8. W. F., Kuhfeld, "Marketing research methods in SAS", SAS Institute Inc, 2005.