도시주부의 쌀 구매요인분석

Factor Analysis on Rice-Purchasing of Housewives in Seoul Province

The objectives of this study are to analyze major factor differences in rice-purchasing of housewives and to test differences of two housewives groups using the Two Sample T-test. The results showed that housewives considered the condition of choice as an important factor in buying the rice specially ⑴ safety ⑵ high nutritive value ⑶ shape ⑷ cultivation area, etc. And five factors are estimated as a result of factor analysis using housewives intention data in Seoul province. They also showed that the major differences of two housewives groups are residential district, employment existence, standard of education and residential type. Therefore producers or processors of rice have to consider differential factors in rice-buying. Also, They emphasize health and safety in marketing strategies for enlargement of rice-selling.