논문 상세보기
pp.297-308
The aim of this study is to evaluate the preference and quality satisfaction of new strawberry cultivars, ‘Kingsberry’ and ‘Kuemsil’ and to identify the predictors that influence the purchase intention of strawberries. The survey was carried out with 412 consumers for two new strawberry cultivars in Bangkok, Thailand. The findings showed that consumers have higher level of quality satisfaction for ‘Keumsil’ than ‘kingsberry’ and prefer ‘Kuemsil’ slightly more than ‘Kingsberry’. As to the predictors influencing the purchase intention of strawberries, ‘Kingsberry’ was found to increase the probability of purchase when improving sweetness, hardness and flavor. In the case of ‘Kuemsil’, improving the flavor, scent and juice could increase the probability of purchase but it was not statistically significant. For export promotion, it is necessary to develop the various strawberry cultivars with improved sweetness and hardness and to develop strawberry packages with the various prices. It is important to use same brand name and logo design to cope with the distortion of strawberry preference caused by consumer’s confusion between Korean and Japanese strawberry cultivars.
서 언
1. 연구배경
2. 연구목적
재료 및 연구방법
1. 재료
2. 연구방법
신품종딸기 ‘킹스베리’ 및 ‘금실’에 대한태국 소비자 평가
1. 표본의 인구사회학적 특성
2. 딸기 원산지별 선호도에 대한 적합도 검증
3. 딸기신품종 ‘킹스베리’와 ‘금실’의 품질 만족도 평가
4. 딸기신품종 ‘킹스베리’와 ‘금실’의 선호도 및 기호도 평가
‘킹스베리’와 ‘금실’의 구매의도에 영향을미치는 예측요인
1. ‘킹스베리’ 구매의도에 영향을 미치는 예측요인
2. ‘금실’ 구매의도에 영향을 미치는 예측요인
결론 및 수출확대를 위한 전략적 시사점
적 요
REFERENCES
