석류 소비자 구매의식과 구매특성 분석

Analysis on Awareness and Characteristics of Consumers Purchasing Punica Granatum

In this study, we examined the awareness of consumers purchasing Punica granatum by conducting a survey on con-sumption 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. Mostconsumers had been purchasing Punica granatum for health and beauty, and the proportion of that consumers were willingto repurchase Punica granatum was 93.1%. The result of examining the biggest considerations in 5 point scale whenchoosing 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 valuesin the results of the tobit model analysis were larger than the values in the linear regression model, except for the “favoritepurchasing place” of a weekday traditional markets. Punica granatum is known as a good fruit for postmenopausal womenand it seems that the higher age is, the more purchase there will be. The more income a housewife had, the greaterpurchase 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.