Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Relationships among Recognition, Preference, and Purchasing Characteristics for Local Agricultural Products and Festival Satisfaction of Changnyeong Area - Compared by the Gender, Age, and Purchase Experience -

창녕지역 축제만족도와 농특산물 인지도, 선호도, 구매특성과의 관련성 - 성별과 연령, 구매경험을 중심으로 -

  • Cha, Yong Jun (Department of food and nutrition, Changwon National University) ;
  • Her, Eun Sil (Department of food and nutrition, Changshin University)
  • 차용준 (창원대학교 식품영양학과) ;
  • 허은실 (창신대학교 식품영양학과)
  • Received : 2014.02.25
  • Accepted : 2014.12.05
  • Published : 2014.12.31
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Abstract

The purpose of this study was to investigate the relationships among recognition, preference, and purchasing characteristics for Changnyeong onions and garlic as well as festival satisfaction among participants at agricultural product festivals in the Changnyeong region. Results showed that festival satisfaction of 'place of festival' was highest while 'convenience facility & event contents' earned the lowest scores. Most subjects (90.5%) had purchased Changnyeong agricultural and processed products. A major purchasing type was fresh agricultural products (66.7%). The pathways to recognize Changnyeong agricultural products were mostly 'promotion by related institutions' (22.0%), 'family relatives' (20.8%), 'mass media' (16.6%), and 'festivals and events' (16.1%). The most considered factors for purchasing regional products were 'geographical origin' and 'ingredients'. Changnyeong onion showed higher scores for recognition and preference and rate of purchase experience and intention than for garlic. The correlation coefficients of recognition and preference for onion and galic were 0.603 (p<0.001) and 0.598 (p<0.001), respectively. The explanation power ($R^2$) of related variables for purchase of Changnyeong onions was 0.258. The regression coefficients (${\beta}$) for 'recognition', 'preference' and 'convenient facility & event contents' were positive, whereas the regression coefficient for 'price' was negative. Recognition, preference, and convenient facility & event contents with garlic purchase showed a positive relationship ($R^2$=0.253). The most effective promotion method to increase sales of Changnyeong agricultural products was 'local festivals and events' (27.8%).

Keywords

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