돈육의 소비 행태와 소비촉진 광고에 대한 소비자의 태도 조사

A Research on the Consumer s Attitudes about the Pork Purchasing and Generic Advertising for Pork Promotion

A field survey was conducted with 1,125 consumers(housewives) in 5 large city including Seoul, Pusan, Daegu, Kwangju and Daejeon in Korea to understand the consumer pork purchase behavior and consumer attitudes on generic pork TV advertising. 55.8% of respondents in sample indicated that the meat freshness and sanitary safety of pork played the most important role in purchasing pork, and they suggested that the pork producers should, above all, improve the meat quality and sanitary condition of pork to increase pork consumption. 61.0%(n=686) of sample experienced generic TV advertising for pork promotion and the most (65.9%) of respondents who experienced TV advertising had got good goodwill about generic pork advertising, and 34.2% of them increased actually the purchasing quantity of pork in each home. Goodwill about pork generic TV advertising was better among elder ages than young ages, and better among higher income than lower income respondents.