기능성 쌀 수요분석

Demand Analysis on the Functional Rice

The objective of this paper is to find out the factors which influence to purchase the functional rice. The data used in demand modeling are characterized by the fact that the functional rice consumption is zero in the case of a lot of household during the survey period. Therefore, limited dependent variable models are used to determine factors influencing on functional rice demand. Of limited dependent variable models, tobit model is proved to provide a better representation of analysing functional rice purchase behavior. Results indicate the level of the perception and confidence on the functional rice, and the careful concern of the new rice products are significant determinants of consumption level with the household income variable. The results of this paper could be an important information for establishing the functional rice marketing strategy effectively.