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KMID : 1134820100390050709
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Journal of the Korean Society of Food Science and Nutrition
2010 Volume.39 No. 5 p.709 ~ p.718
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Research on Consumers Purchasing Characteristics and Satisfaction for Hanwoo Beef
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Hwang Eun-Gyeong
Bae Man-Jong
Kim Byung-Ki
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Abstract
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The study was performed through questionnaire to determine purchase characteristics and consumers" satisfaction for Hanwoo beef for 400 residents in Busan, Gyeongsangnam-do, Daegu and Gyeongsangbuk-do. The results obtained from 363 consumers excluding 37 improperly answered ones were statistically analyzed. The properly answered consumers were classified according to gender, 107 (29.5%) male, 256 (70.5%) female, and ages, 70 (19.3%) twenties, 97 (26.7%) thirties, 131 (36.1%) forties, and 65 (17.9%) over fifties. Consumers having older ages purchased Hanwoo beef more frequently (p＜0.05), and Hanwoo specialty shop operated by farmers cooperative was the most popular purchasing sources. Consumers" favorite retail cuts for Hanwoo beef were in the order of loin (43.5%), ribs (22.9%), tender loin (10.5%), brisket (9.9%), round, fore (4.7%), others (3.3%), chuck (2.8%), strip loin, rump (2.5%). For the experiences of purchasing imported beef, 24.55% and 22.3% of consumers answered for ‘sometimes’ and ‘yes’, respectively, for the reason of ‘low price’ (73.3%). Consumers answered ‘sometimes’ (69.1%) for the question of disguisement of imported beef to Hanwoo beef, and thought traceability (61.7%) and country of origin (17.1%) would be the most effective methods to prevent disguisement. Percentages of responses were 61.1% and 75.5% for traceability and country of origin, respectively, under the assumption of consumer"s trustworthiness of above 70%. Prerequisites for Hanwoo beef to succeed as a brand were in the order of taste (3.90 points), consumers" satisfaction (3.28 points), consumers" trustworthiness (3.20 points), safety (3.03 points). Consumers" satisfaction is influenced by the age, academic background and the occupation (p＜0.05). Safety is expected to show the difference by the educational background (p＜0.05) and the occupation (p＜0.01), whereas consumers trustworthiness is influenced by the educational background and income (p＜0.05). From the results obtained in the current study, it is concluded that traceability and country of origin is essential to gain consumers" satisfaction and trustworthiness, and that the most important factors for branding Hanwoo beef would be taste and safety.
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KEYWORD
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Hanwoo beef, purchasing characteristics, consumer", s satisfaction, consumer", s trustworthiness
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