닭고기의 속성별 상대평가 및 소비 활성화 방향

Relative Evaluation to Its Attributes and Improvement of Consumer s Demand in the Chicken Market

As income level enhanced due to economic development, food consumption patterns have become more varied, and people tend to acquire more luxurious foods. To meet such changes, it is crucial to obtain basic data on the food consumption patterns and demand projection for the related products. Therefore, this study attempted to identfy relative evaluation to it s attributes and improvement of consumer s demand in the chicken Market. To identify the consumption patterns of chicken meat, a series of household surveys were conducted for housewives residing in Seoul and its metropolitan area(Bundang and llsan). The sample size of the two surveys were 300 respectively. This study operated relative evaluation of 3 breeding(beef, pork, chicken) by MDS(Multi-Demential Scales) about 12 attributes that this study set up. As the result, the consumers recognized that in case of chicken price is inexpensive relatively , the meat is tender , low fat , chicken is good for an old person because of digestible food , the normal amount of blood cholesterol is low , and in case of pork the pork is easy for cooking , and in case of beef the beef is good for growth of children , the meat smell is very good , the beef is good for prevention from disease of adult people .