• Journal of the Korean Society of Food Culture
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• v.32 no.5
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• pp.394-402
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• 2017

This study evaluated how fresh pear cognition variables influences the purchase of primary and secondary products to promote pear consumption. The survey was performed online using 200 consumers who have consumed pears. Consumers' cognition was classified into two groups, one that was more favorable toward fresh pears and one that was less favorable. The cognition toward pear significantly affected the attitude (p<0.001) and purchase intention (p<0.001) toward fresh pear. When consumers bought fresh pear, sweetness was most important among the selection attributes to both groups, and the most common reason why consumers liked the pear analyzed by check all that apply (CATA) was also sweet taste. However, the negative group did not prefer fresh pear because of taste and texture, so those qualities should be well-controlled. In addition, cognition toward primary products influenced liking and purchase intention of processed pear products, especially beverages (p<0.001), bakeries and sweets (p<0.05). Therefore, these types of secondary products should be developed based on consumers' demands.

• Korean Journal of Organic Agriculture
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• v.22 no.4
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• pp.611-628
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• 2014

This study probed into some characteristics of the urban household such as household income, number of the household, age distribution of the family members, their characteristics of shopping behavior such as the shopping place, types of the packaging and the characteristics of the time series, using consumer panel data of the Rural Development Administration (RDA). It further examined how the above factors affect fruit purchasing prices and then estimates the degree of the influence by each factor. The study looked at the purchase of apples, pears, tangerines, and oranges - the most favorite fruits in Korea. The results of this study can be utilized as the basic information for marketing strategies and/or for the establishment of future policy plans related to fruits consumption.

• Journal of Environmental Science International
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• v.27 no.10
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• pp.865-874
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• 2018

Fruit trees are a key part of agriculture in rural areas and have recently been a part of ecotourism or agrotourism. This study analyzes user segmentation based on user motivation to determine characteristics of potential customers in fruit tree farms, and thereby develop fruit tree experience and educational programs. We conducted a survey of 253 potential customers of fruit tree experience programs in September 2017. Data were evaluated using factor and cluster analyses. The results of the cluster analysis identified four distinct segments based on potential customers' motivations, that is, activity-oriented, learning-oriented, leisure-oriented, and purchase-oriented. These clusters showed that significant differences in the preference of potential customers exist. Different markets were segmented based on the benefits sought by users. The segments' characteristics were identified and activities relevant to each segment were proposed for rural tourism. Lastly, this study suggests directions for development of fruit tree farm experience and educational programs.

• Korean Journal of Human Ecology
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• v.22 no.2
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• pp.375-389
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• 2013

This survey was conducted to compare the housewife's food habit and food purchase behavior on healthy dietary life. The questionnaires were collected from 151 working housewives and 159 housewives in Daejeon. The average meal time was 20~30 min., 67.6% of respondents ate breakfast and bap with guk(72.9%) was the most favourite foods. Almost half of them ate egg, fruit, vegetable everyday. They concerned highly about less intake of frozen foods(64.2%) and food additives(61.6%) for wellbeing dietary life. Because of close distance and various foods items, big discount store was chosen as food purchase place. The most considering purchase factor was food additives in working housewife and nutrition in housewife(p<0.05). In grocery shopping, working housewife considered children and their husbands(p<0.05). The most important purchase factor was the freshness in vegetables fishes fruits seaweeds eggs. TV or Radio was utilized the most frequently to obtain the useful knowledge on healthy foods. It is suggested that practical information should be offered housewives to purchase proper foods within their income and to manage dietary life according to their family's health condition.

• Journal of the Korean Society of Food Culture
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• v.16 no.2
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• pp.99-108
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• 2001

A survey was conducted to assess the food-purchase behavior of 197 Taejon full time housewives 30 to 49 years of age. Food purchase was assessed using a questionnaire and the resulting data were analyzed using SPSS programs. Demographic data revealed that most of the households have three to five family members and that the Engel Indices of the participating households were mostly between 10 and 30%. Noticeable results of the food purchase assessment are as follows. In the grain and grain products items, the low-education group purchased more rice and barley than the high-education group, whereas the high-education group purchased more glutinous rice, brown rice, bread, macaronis and spaghetti than the low-education group. In the vegetable items, the low-education group purchased more Chinese cabbage and radish than the high-education group, while the high-education group purchased more head lettuce, broccoli and sweet pepper than the low-education group. In the meat items, the beef purchase was higher in the high-education than in the low-education group, while the pork purchase was higher in the low-education than in the high-education group . In the processed meat items, ham was the most favorite purchase item regardless of the education level. In the fish and shellfish items, Pacific cod and Alaska pollack were purchased more in the low-education than in the high-education group, and salmon and dried icefish strip were purchased more in the high-education than in the low-education group. No items in fruit group showed significant differences in the purchase amount between the low-education and the high-education group although the latter purchased more imported-fruits such as melons, kiwis, grapefruits, and oranges. Dairy products such as milk, cheese and butter were purchased more in the high-education than in the low-education group. It was also found that both the number of food items and the consumption of foods coming from animals were higher in the high-education than in the low-education group.

• Korean Journal of Organic Agriculture
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• v.30 no.4
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• pp.517-528
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• 2022

This study analyzed the factors influencing the demand for processed products of ugly agricultural products targeting 300 consumers. First, the awareness of the problem of the disposal of ugly agricultural products was very high at 72%. In other words, it can be seen that consumers are highly interested in environmental issues caused by the disposal of ugly agricultural products. Second, the experience of purchasing ugly agricultural products is high at 73%, which is proof that consumers are highly aware of and likely to purchase ugly agricultural products. Third, 77.6% of the respondents said they were willing to purchase processed ugly agricultural products. In other words, it was found that the intention to consume ugly agricultural products was sufficient. Finally, the conjoint analysis was applied to analyze the attribute value of ugly agricultural products. As a result of calculating the total utility of the optimal properties and optimal properties of the ugly fruit fermented, the total utility of the optimal properties was 0.778, the price was 0.481, the eco-friendly certification was 0.004, and the fruit syrup ratio was 0.294.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.8
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• pp.345-351
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• 2020

The study investigates how marketing mix factors are mediated by health consciousness and service quality in creating fresh fruit buying decisions of customers in Vietnam. This study employs samples of customers in Vietnam via the survey questionnaire. The authors have used a total of 256 responses that acquired the valid criteria. The compound of data analysis comprises reliability test, validity test, exploratory factor analysis, group analysis and multiple regression analysis to structure the hypothesized model. Respectively, the structural equation model (SEM) is applied to conduct the multiple multivariate equations. By the assumption of causal-effect relationship between independent variables such as marketing mixed factors, and mediator as health consciousness and service quality, which potentially impact on purchase decision; the SEM method is deployed. The results reveal that consumers have paid no attention to the marketing mix factors, but they care much about service quality and health consciousness. Thus, health consciousness and service quality are effective mediators. These findings are new and contribute to the consumer behavior and retail marketing literature. The findings of this study can provide assistance to managers in the given field to understand more easily the consumer behavior about fresh fruits, then improve their own performance.

• Korean Journal of Organic Agriculture
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• v.31 no.1
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• pp.1-27
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• 2023

This study investigated Thai consumers' perception and willingness to pay for Korean paprika and tomatoes to establish effective export strategies, To this end, an online survey was conducted on 300 consumers living in Bangkok, Thailand, and the factors affecting the purchase intent and willingness to pay price premium for Korean paprika and tomatoes were analyzed. The results are as follows. First, Thai consumers usually buy fruit and vegetables offline, such as supermarkets and large discount stores, but not a few respondents obtained purchase information online. Second, the price competitiveness of Korean paprika and tomatoes is low to Thai products, and the quality, safety, freshness, and cost-effectiveness are similar or low to other exporting countries. Therefore it is important to improve non-price competitiveness using positive perceptions of Korean products and Korean Wave. Third, the most important reason why Thai consumers not buying Korean paprika and tomatoes is the lack of stores and high prices. Fourth, as a result of analyzing the factors affecting the purchase intent for Korean paprika and tomatoes, the strategy of selling paprika and tomatoes through supermarkets to consumers with high income is effective. Fifth, considering the factors of willingness to pay premium prices for Korean paprika and tomatoes, a high pricing strategy targeted consumers with high income and many family members is appropriate.

• Agribusiness and Information Management
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• v.10 no.1
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• pp.16-25
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• 2018

Fig is a fruit of which the flesh is very sweet, and it is a tree which has been grown for fruit in Korea since long time ago. However, since the flesh of fig tends to be easily softened, commercial cultivation of this fruit began later than that of other fruit trees grown for profit, however, the cultivation and demand of fig tend to be increased steadily due to the development of technology for storage and distribution since the 2000s. In addition, as the domestic dining culture is getting diversified, the dishes cooked by using fig as a food material are introduced through diverse foods including dessert, and it is possible to intake fig in diverse ways, but not through the traditional processed food. Therefore, it is necessary to establish a measure of expanding the consumption of fig as a processed food, and it will be possible to overcome the limitation of short storage period, while securing the competitiveness of the fig industry. In this research, we have studied the history of domestic fig cultivation, current status of it and status of processed foods through related documents and materials, and the characteristics of the consumers who purchase figs. Fig is a traditional fruit, however, we could find out the fact that the consumers tend not to recognize it as a traditional one. Therefore, if we could add fig to various processed foods utilizing its sweet taste, rather than increasing the consumption of fresh fruits, it may increase the consumption of it.

• Journal of Agricultural Extension & Community Development
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• v.23 no.1
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• pp.15-25
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• 2016

In this study, we examined the awareness of consumers purchasing Punica granatum by conducting a survey on consumption of Punica granatum for the consumer panel of the Rural Development Administration (RDA) and derived the purchasing characteristics from the actual purchase date analyzed in a Linear regression model and Tobit model. Most consumers had been purchasing Punica granatum for health and beauty, and the proportion of that consumers were willing to repurchase Punica granatum was 93.1%. The result of examining the biggest considerations in 5 point scale when choosing a Punica granatum was in the order of freshness (4.37)> price (4.15)> safety (4.13)> size(3.86)> brand (3.27)> discount event (2.76). When we compared the results between a linear regression model and tobit model, the signs of all variables are consistent with each other. However, it was estimated that all absolute values of the coefficient values in the results of the tobit model analysis were larger than the values in the linear regression model, except for the "favorite purchasing place" of a weekday traditional markets. Punica granatum is known as a good fruit for postmenopausal women and it seems that the higher age is, the more purchase there will be. The more income a housewife had, the greater purchase there was. In the case of the purchase amount, a selecting for a eating pleasure was bigger than a selecting for a need of health. Therefore, it is necessary to develop Punica granatum with a taste in consumer preferences.