This study probed into some characteristics of the urban household such as household income, number of the household, age distribution of the family members, their characteristics of shopping behavior such as the shopping place, types of the packaging and the characteristics of the time series, using consumer panel data of the Rural Development Administration (RDA). It further examined how the above factors affect fruit purchasing prices and then estimates the degree of the influence by each factor. The study looked at the purchase of apples, pears, tangerines, and oranges - the most favorite fruits in Korea. The results of this study can be utilized as the basic information for marketing strategies and/or for the establishment of future policy plans related to fruits consumption.

• 최세현(부산대학교 농업경제학과 교수) | Choi, Se-Hyun
• 조재환(부산대학교 농업경제학과 교수) | Cho, Jae-Hwan Corresponding author
• 윤승원(부산대학교 농업경제학과 석사) | Yoon, Seung-Won