Since the Korean apple industry needs to expand its export market in Southeast Asia, this study investigates the attributes of Korean apples affecting consumer preference in Indonesia, Malaysia, Singapore, and Thailand. Based on an Importance-Preference analysis, the results are summarized as follows. First, price is the most important determinant for purchasing Korean apples by Southeast Asian consumers, except in Malaysia. Second, managing the intrinsic(sweetness and chewing texture) and extrinsic(surface and color) factors needs to be well maintained. Third, the priority of the marketing factor(wrapping) should be lowered. Fourth, while the importance of extrinsic factors(shape and size) is low, satisfaction is high, so these factors need to be managed to avoid overkill. Overall, Korean apples should have their own merits with an appropriate proper price, while maintaining a high quality. The results of this paper may provide suitable strategies for promoting apple exports to Southeast Asia.

Most of countries differ from their favors, in Taiwan fruit juice and sweet taste are emphasized while external appearance in Japan. During transportation, movement of the container, fluctuation of temperature, decrease of the fruit freshness and undesirable packing materials tend to decline fruit marketability. For these problems, it is believed that shortening of boarding time by utilization of plate and styro form box for packing, the author believed.