PB 가공식품 및 간편식 소비의 결정요인 분석

Determinants of the Consumption of Private Brand and Convenience Food

This study analyzes determinants of the consumption of private brand and convenience food using survey data of Consumers’ Attitude toward Processed Food provided by Korea Agro-Fisheries & Food Trade Corporation. Based on the survey questionnaire regarding the food consumption lifestyle, 7 factors of taste, price, time, material, nutrition, food safety and brand are identified as the determinants of the food consumption. Probit model is applied to analyze the purchasing pattern of private brand food and Heckman 2 steps model is utilized for the investigation of the consumption pattern of convenience food. Estimation results indicate that ‘time’ is the most important determinant in consuming convenience food while ‘price’ influences most strongly the consumption of private brand food.