매실가공식품에 대한 소비자의 구매행태 및 선호도 분석

Consumer Demand and Preference for Prunus Mume Products

We assess consumer preference and demand for Prunus mume products and to suggest marketing strategies for the products. The survey on 400 households in Seoul and other cities shows that consumers prefer beverage and alcohol products to others because of their taste and flavor. In the conjoint analysis, the estimation result of Part-Worth utilities indicates that consumers put highest relative importance on the country of origin, and to a lesser degree, price. Developing various products with domestically and environmental-friendly produced raw Prunus mume is required to increase the consumption of Prunus mume products.