한․싱가포르 소비자의 딸기 선호도 비교․분석

(A Comparative Study of Consumer Preference for Strawberries in Korea and Singapore)

Agricultural export can not only create new demand, but it can also bring about various positive effects, such as rise in farm income and stabilization of domestic prices. Therefore, it is important to develop a strategy to expand export markets. The purpose of this study was to provide basic data for setting up an export marketing strategy based on export market studies and consumer surveys on strawberries which is emerging to become a major export product. In the case of strawberries, in particular, the Southeast Asian market has become Korea’s largest export market for fresh strawberries as Korea’s strawberry exports to Singapore and other Southeast Asian countries have surged recently. To maintain a high reputation of Korean strawberries and promote continued growth of strawberry exports to Singapore, it is necessary to have a strategy to develop tailor-made products based on consumer preference studies and future prospects. In other words, as shown by consumer preference surveys, consumer preference for strawberries differs depending on levels of income, age, and education, and therefore it is possible to induce increases in export price and market shares by developing and selling appropriate products. Furthermore, it is important to have a strategy to take an advantageous position in the export market in advance centering around products that are projected to have a big market share