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(Analysis of Consumer Behaviors for Major Livestock Products Sold in Jeonbuk Region)

This study was conducted to analyze consumer preferences and purchasing behaviors for major livestock products (pork, chicken, and beef) sold in Jeonbuk region, using Marketing Mix4 P s. Results showed that the consumers who were older and more educated favoured beef, especially when they considered the product as an important factor. In contrast, those who lived in a detached house and considered price and promotion as important factors favored pork. The purchasing behavior of the consumers who favored beef tended to be more influenced by a brand name. However, the consumers who favored pork seemed to evaluate quality for themselves, rather than by aids of salesmen s explanation or product catalogs. As for methods of cooking, beef was used more favorably for beef bulgogi(barbequed) and soup, while pork for roasted pork and pork bulgogi.