소비자패널자료를 활용한 개별 소비자의 돈육 구입빈도, 구입부위 및 구입량 선택행위 분석

A Count-Discrete-Continuous Model Analysis of Pork Purchasing Behavior of Korean Consumers

This study estimates house hold’s demand for fresh pork cuts using a micro consumption data set in Korea. The choices for purchasing cut (=what), purchasing amount (=how much), and pur-chasing frequency (=how often) are modelled as inter related discrete, continuous and count data choice behaviors, respectively. The short-run and long-run own and cross price elasticities are estimated, and the imp acts of household characteristics are also analyzed. It is found that each cut has quite substantial cross as well as own price elasticity. The demand for belly which is the most popular cut in Korea is relatively inelastic in its own price change, but its impact on demand for other cuts is very high. Several cuts are normal while the others are inferior. Household size, age, family composition, housing type, purchasing sea son and time affect all the three interrelated choices. Our model is not based on a single coherent utility maximization process, but is more flexible than the popular marketing science research models based on the Hanemann’s dis-crete-continuous model.