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A Study on Importance of the Off-Season Apple Purchase Decision Factors

This study aims to help growers cultivate apples and establish marketing plan to compete with imported apples, and help consumers increase purchase availability by buying preferable apples through survey and analysis on apple consumers’ purchasing status and their preferences. For the above purpose, purchasing pattern, factors affecting consumers’ preference, purchase price of apples, and purchase decision of apple consumers during off-season were analysed by surveying on 800 consumer panels living in Seoul and Gyeonggi Province. First of all, result of the purchasing pattern analysis showed that ratio of household purchasing apples during summer were 5.4% on June and 3.9% on July. Given that the average off-season purchase price of apples was higher than minimum purchase price (November, ￦2,927), it could be found that purchasing ratio of apples would increase in off-season. Moreover, binary probit model, ordered probit model, and conjoint model were used to analyze factors affecting consumer purchase and preference regarding apples during off-season. The result of conjoint analysis showed that consumers were most sensitive on ‘mouthfeel’, while considering ‘price’, ‘safety’, and ‘package’ as other critical factors. By considering the above factors, it s expected that both of growers and consumers will get better availability on cultivation and distribution of apples.