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KMID : 1134820100390081220
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Journal of the Korean Society of Food Science and Nutrition
2010 Volume.39 No. 8 p.1220 ~ p.1230
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Comparative Analysis of Price Sensitivity for Using Environmental-Friendly Agricultural Products in University Foodservices Between Jeonnam and Gyeongnam Areas in Korea
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Lee So-Jung
Kim Hyun-Ah
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Abstract
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The purposes of this study were to compare price sensitivity analysis for using environmental-friendly agricultural products in university foodservice between Jeonnam and Gyeongnam areas in Korea and to suggest the optimum guideline for price increase. The questionnaires were distributed to 600 university students respectively in Jeonnam and Gyeongnam area from July 15 to July 25, 2008; among them, 570 students from Jeonnam area and 490 students from Gyeongnam area responded. The results of this study were as follows. First, Indifference price (IDP) were 890 won (Jeonnam area) and 1,050 won (Gyeongnam area); Optimum price point (OPP) were 1,030 won (Jeonnam area) and 1450 won (Gyeongnam area). Price stress range were 140 won (890~1030 won) in Jeonnam area and 400 won (1050~1450 won) in Gyeongnam area. Second, point of marginal cheapness (PMC) were 500 won (Jeonnam area) and 790 won (Gyeongnam area) whereas point of marginal expensiveness (PME) were 1,170 won (Jeonnam area) and 1820 won (Gyeongnam area). Range of acceptable price (RAP) were 670 won (500~1170 won) in Jeonnam area and 1030 won (790~1820 won) in Gyeongnam area. Third, on the basis of IDP percentage and RAP, students in Jeonnam area were more sensitive to meal price increase than students in Gyeongnam area. In contrast, on the basis of Price Stress, students in Gyeongnam area were more sensitive to meal price increase than students in Jeonnam area. Hence, when using environmental-friendly agricultural products in university foodservice, in Jeonnam area, meal price increase should be recommended to be in RAP (500~1170 won), and in Gyeongnam area, meal price increase should be recommended to be in RAP (790~1820 won).
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KEYWORD
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price sensitivity, environmental-friendly agricultural products, university foodservice
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