기능성신선육 구매행동 수량화분석

Quantification Analysis on the Buying Behavior of Functional Fresh Meat

Newly emerging consumer wants force fresh-meat producers to differentiate their products more than before. One of their efforts is branding through functional meat production. In this study, consumers are surveyed about the attributes that influence their purchasing behavior of fresh meat. Also, a quantification analysis is employed to analyze the relationship between functional-meat buying and related explanatory variables. Results show that the most important attribute when buying any functional fresh meat is the reliance of the product, followed by recognitions of price and taste, education, household income, product information, and age.