소비자가 구입하는 쌀 가격의 결정요인 분석

Understanding Determinants of Consumer Preferences for Rice Purchase Prices

This paper analyzes the determinants of consumers purchase prices of rice and their preferences for rice prices. Data sets obtained from the 2013 Consumers Survey on Food Consumption Behavior conducted by Korea Rural Economic Institute were employed in this study. I use an interval regression approach to investigate the impacts of consumers socio-demographics, dietary patterns, and their evaluation of rice attributes on rice purchase prices. In addition, I estimate predicted probabilities of selecting purchase prices ac ross various consumer groups. Estimation results show that among explanatory variables, shoppers age, household size, rice purchasing frequency, dietary life-styles, and their evaluation of rice quality information are significantly related with rice purchase prices. On average, those consumers who first and the foremost take a look at the brand names or the rice varieties information on the labels pay higher prices on pur chasing rice compared with those who look at other information on the labels. The marginal effects of age on rice purchasing probabilities show much different patterns across the price ranges, while the marginal effects of household income have not much changed as the income level increases regardless of the price ranges.