Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Analysis of Consumer Preferences for Branded and Imported Pork

국내 브랜드 돈육과 수입산 돈육의 선호도 분석

  • Kim, Gyewoong (Department of Animal Resources Science, College of Industrial Sciences, Kongju National University) ;
  • Kim, Minjin (Department of Marketing, Chosun Hotel) ;
  • Ok, Youngsoo (Department of Food Technology, Kongju National University) ;
  • Kim, Hackyoun (Department of Animal Resources Science, College of Industrial Sciences, Kongju National University)
  • 김계웅 (공주대학교 산업과학대학 동물자원학과) ;
  • 김민진 (조선호텔 마케팅부) ;
  • 옥영수 (공주대학교 대학원 식품공학과) ;
  • 김학연 (공주대학교 산업과학대학 동물자원학과)
  • Received : 2014.04.10
  • Accepted : 2014.07.15
  • Published : 2014.08.31
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Abstract

This survey was conducted to investigate consumer preferences for branded and imported pork, including favorite cooking styles. Data were collected from a total of 252 consumers and analyzed. The results are summarized as follows. Consumers of branded pork showed a moderate preference "moderate" (54%). There was no significant difference in consumer preference for branded pork according to educational level or living area. However, there was a significant difference according to yearly income (p<0.05). Consumers in the high-income group preferred branded pork more than those in the low-income group. Most consumers did not like imported pork (64.6%). There was no significant difference in consumer preference for imported pork according to educational level or living area, whereas there was in the yearly income group (p<0.05). Whereas low-income consumers did not like imported pork, high-income consumers did. The royalty for purchasing of branded pork was shown "3.65" out of 5 points. Whereas there was no significant difference according to educational level, there was for living area and yearly income (p<0.05). Consumers living in large cities or having low income showed high royalty of purchase for branded pork. The royalty for purchase of imported pork was "2.08" out of 5 points. Significant differences for purchase royalty of imported pork were observed according to educational level, living area, and yearly income group (p<0.05). Consumers responded that they liked roasted pork (47.6%). Secondly, consumers liked stew (16.7%). There were no significant differences among various cooking styles in any of the groups.

Keywords

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