The Korean Journal of Food And Nutrition (한국식품영양학회지)

The Korean Society of Food and Nutrition (한국식품영양학회)
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A Study of the Consumer's Purchase Behavior and Willingness-to-Pay on the New Soymilk - Foucused on Cooperative Members in Cheonan -

두유 신제품 개발을 위한 소비자 구매행태 및 지불의사에 대한 연구 - 천안지역 생협 소비자를 중심으로 -

  • Lee, Seog-Won (Dept. of Hotel Tourism & Culinary Arts, Culinary Arts and Food Service Management Major, Yuhan University) ;
  • Yang, Sung-Bum (Dept. of Environmental and Resource Economics, Dankook University)
  • 이석원 (유한대학교 호텔관광.외식조리과 외식조리경영전공) ;
  • 양성범 (단국대학교 환경자원경제학과)
  • Received : 2016.09.29
  • Accepted : 2016.10.24
  • Published : 2016.10.31
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Abstract

The objective of this study was to propose motivation for the analysis of consumer's purchasing behavior and willingness to pay for the new soymilk products in cooperative stores. We surveyed the purchasing behavior, willingness to purchase, willingness to pay, and impact factors on willingness to pay. The results indicated that most consumers drank soymilk more than once per week. The reasons for consuming soymilk were health, nutrition, and taste, in order. When purchasing soymilk, consumers considered environment-friendly, quality, country of origin, brand, and price, consecutively. Taste was also an essential quality factor. Thus, consumers showed some willingness to purchase new soymilk products. In addition, cooperative members considered environmental characteristics of raw material and improvement of preference for final product as more important than functionality or food additives. Differentiation of process and marketing strategies are required for the development of soymilk products for cooperative members.

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