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http://dx.doi.org/10.5762/KAIS.2020.21.3.537

A Study on the Characteristics of Purchasing Propensity by Preferences Quality Grade of Hanwoo Beef  

Cho, Soohyun (Division of Animal Products Utilization, National Institute of Animal Science)
Shin, Jeong-Seop (Division of Technology Services, National Institute of Animal Science)
Seol, Kuk-Hwan (Division of Animal Products Utilization, National Institute of Animal Science)
Kim, Yoon-Seok (Division of Animal Products Utilization, National Institute of Animal Science)
Kang, Sun-Moon (Division of Animal Products Utilization, National Institute of Animal Science)
Seo, Hyun-Woo (Division of Animal Products Utilization, National Institute of Animal Science)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.21, no.3, 2020 , pp. 537-544 More about this Journal
Abstract
Beef consumption trends are changing according to consumer needs and preferences. This study was conducted to collect the fundamental information by investigating the consumer's preference and purchase propensity of beef(Hanwoo beef) for improvement of Korean beef grading system. Consumers were recruited from Seoul, Gyeonggi-do, and 5 metropolitan cities, and surveyed from July 24 ~ August 14, 2017. The data obtained from 362 consumers were finally selected for the verification process. Results from the Hierarchical Regression Analysis reveal that the increased purchasing frequency is positively correlated with the following factors, in the consumer group showing preference in the Quality Grade (QG) of beef: marbling type 1QG, fat color 1+QG, and income, grade opinion, marbling contents and type 1++QG. Conversely, no factor affected the increased purchasing frequency in the consumer group having no preferred QG for beef (p>0.05). Our study determined significant differences in the factors affecting increased purchase frequency of beef among the different groups, classified depending on their preferred QG. The grading system is important since it directly correlates with profit for livestock farmers and the industry. We therefore propose that the grading criteria need to be revised reasonably but scientifically, considering various opinions of the producers and consumers.
Keywords
Beef Grading System; Hanwoo Beef; Marbling; Meat color; Consumer Preference;
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