일본 소비자의 신선딸기 원산지별 선호분석

An Analysis of Japanese Consumers Preference on the Country of Origin of Strawberry

This paper analyzes the Japanese consumers preference on the country of origin of strawberry using a frequency analysis and a multinomial logit model. The results show that Japanese consumers valuate their domestic strawberry as the highest quality compared to imported products. Therefore, Korean farmers exporting strawberry to Japan should enhance the sweet flavor and improve the external appearance and freshness to the level of Japanese products. They are also required to pay attention to change in Japanese strawberry price since demand for Korean products is very elastic to the price of Japanese products. The results of this paper could be an important information to promote the strawberry exports.