가정소비용과 선물용 과일 구매행태의 차이점에 관한 연구

Analysis for the Difference of Consumer Purchasing Behavior between Fruit for Domestic Use and for Gift

Difference exists between products for home use and those for gift in terms of consumers purchase intention and product characteristics. Therefore, there is a discrepancy in consumers purchasing behaviors toward the two types of products. This implies that a different approach is required by producers and sellers who want to sell fruits for gift, in terms of product concept and product positioning. This study investigates whether or not any difference occurs between consumers purchasing behaviors toward fruits for home use and those toward fruits for gift by using a consumer survey and the optimal scaling analysis. The overall results suggest that the focus of product concept toward fruits for gift should be placed on the quality and refinement rather than on the price. Accordingly, one needs to classify fruits with a high quality (in terms of flavor) and luxury appearance primarily as a gift with a proper packing. This implies that product positioning toward fruits for home use should be on the health and price and fruits for gift be on the appearance and polishing.