A Research on the Preference of Buyers in the Korean Food Service Industry for Fresh-cut Agricultural Products

The demand for fresh-cut agricultural products will rise along with the increase of income and the change in patterns of food consumption. Other social and demographic factors, including expansion of franchise restaurants, smaller family size, and growing single-member households and doubleincome families will shift up the demand for fresh-cut agricultural products. Considering the above, this study conducts several analyses to discuss about buyers’ preference for fresh-cut agricultural products. A conjoint analysis was conducted to identify buyers’ preference for fresh-cut agricultural products in regard to such aspects as pre-treatment condition, package, quality certification and price. This study also segments the fresh-cut market by means of conjoint analysis.