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http://dx.doi.org/10.12653/jecd.2014.21.2.0081

A Study on Price Sensitivity and Purchasing Attribute of Chinese Cabbage  

Ha, Doojong (Technology Service Division, RDA)
Lee, Sangyong (Technology Service Division, RDA)
Jo, Youngbin (Farm Management Division, RDA)
Publication Information
Journal of Agricultural Extension & Community Development / v.21, no.2, 2014 , pp. 81-99 More about this Journal
Abstract
This study is carried out to find out Chinese cabbage price sensitivity of consumer. Even though Chinese cabbage is the most important vegetable in our country, the price fluctuation continues to be changed ever year. However, there was no price criteria which is low, high, optimum price level for stabilization policies. In this paper, we investigated urban consumer price sensitivity by using the price sensitivity measurement(PSM), and then suggest to farmer and policy maker the results. The purchasing attribute Chinese cabbage of consumer will be provided to farmer. Optimal willingness to pay price of Chinese cabbage was analyzed between 1,991~2,018 won per head. If the consumer price were formated that price range, the costs will be able to satisfied both producers and consumers. The consumer's acceptable price range was from lower price (PMC) 1,472 won to the upper limit price of 2,714 won (PME). So when the market price researched above 2,714 won, import should be considered. The most important attribute when purchasing was a taste of cabbage, and he most suitable size was 3kg per head.
Keywords
Chinese Cabbage; PSM; Purchasing Attribute;
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