러시아 소비자의 한국산 감귤 구매 결정요인 분석

Determinants of Russian Consumers’on Korean Mandarine Purchase

The purpose of this study is to analyze the Russian consumers’ Korean mandarine purchase intent and to draw out the implication as to what are the influencing factors. The Probit model approach was used to examine the determinants of the Russian consumers’ Korean mandarine purchase. The implications are as follows. First, ‘Taste’ and ‘Safety’ are the most important factors among various commodity attributes of Korean mandarine. Therefore, ‘Taste’ and ‘Safety’ attributes of Korean mandarine must be differentiated in order to expand the export quantity. Second, ‘price’ in Vladivostok region and ‘Taste’ and ‘Safety’ in Moscow region are more important which are affecting Korean mandarine purchase. These differences have to be considered on exporting strategies of two regions. Finally, the Russian consumers who have purchase experience on Koran mandarine are more likely to buy Korean mandarine. So the regular promotions and marketing activities on Korean mandarine are needed.