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http://dx.doi.org/10.7318/KJFC/2014.29.4.342

Analysis of Consumer Preferences for Branded and Imported Pork  

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)
Publication Information
Journal of the Korean Society of Food Culture / v.29, no.4, 2014 , pp. 342-347 More about this Journal
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
Consumer; preference; branded pork; imported pork;
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Times Cited By KSCI : 5  (Citation Analysis)
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