|
KMID : 0665420140290060528
|
|
Korean Journal of Food Culture
2014 Volume.29 No. 6 p.528 ~ p.538
|
|
|
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 -
|
|
Cha Yong-Jun
Her Eun-Sil
|
|
|
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 (R2) of
related variables for purchase of Changnyeong onions was 0.258. The regression coefficients (β) 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 (R2=0.253). The most effective promotion method to increase sales of Changnyeong agricultural products was
‘local festivals and events’ (27.8%).
|
|
|
KEYWORD
|
|
|
Changnyeong agricultural products, Festival satisfaction, Recognition, Preference, Purchase characteristics
|
|
|
FullTexts / Linksout information
|
|
|
|
|
|
Listed journal information
|
|
|
|