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http://dx.doi.org/10.9799/ksfan.2016.29.5.795

A Study of the Consumer's Purchase Behavior and Willingness-to-Pay on the New Soymilk - Foucused on Cooperative Members in Cheonan -  

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)
Publication Information
The Korean Journal of Food And Nutrition / v.29, no.5, 2016 , pp. 795-800 More about this Journal
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.
Keywords
soymilk; purchase behavior; willingness to pay; cooperative members;
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Times Cited By KSCI : 15  (Citation Analysis)
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