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KMID : 1025520090510010081
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Journal of Animal Science and Technology
2009 Volume.51 No. 1 p.81 ~ p.90
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Analysis of the Domestic Consumer`s Preference and Consumption Behaviors on Pork
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Kim Gye-Woong
Kim Seok-Eun
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Abstract
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This study was carried out to investigate consumer’s preference and purchase behavior of pork including perception of brand-pork in Korea. A total of 504 respondents were surveyed and collected from December, 2007 to February, 2008. Among total respondents, 62.55%(n=314) responded that they liked the pork and respondents who were higher education level showed higher preference(p<0.05). Majority of consumers(61.16%) did not like imported pork. In addition, one who had lower education level and living in rural area disliked more the imported pork. Most consumers preferred to the belly (58.57%) and results indicated that the people who were higher education level preferred a discount mart but who were living in rural area preferred a butcher’s shop. Among the purchasing area, a big discount mart was the most preferred (44.64%) and this was also different among the education level(p<0.001) and living areas(p<0.05). The consumers preferred to purchasing a 600g pack for a single purchase. Among total respondents, 42.71% of consumers responded that their priority was reliability of meat quality on choosing the place for purchasing the pork, and the significant difference was highly found in living area groups(p<0.001). The perception of carcass grading system was common scores with the average of 2.79, and there was highly significant difference among education level groups(p<0.001). The average of 3.50 among 5 points for branded pork were evaluated by a total of consumers but the significant differences were not found in all three groups.
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KEYWORD
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Consumer`s Preference, Consumption Behaviors, Pork
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