닭고기 실중량표시거래제 도입을 위한 소비자 반응 조사 분석

Analysis of Consumer Response Survey for introducing the Actual Weight-based Price System of Chicken

This study researched the perceptions of 800 consumers on the actual weight-based price system of chicken and the current pricing system based on the weight of chiken packaging. As a research result, 70.3% of consumers did not know the price discrimination of the current pricing system. After recognizing price discrimination, 57.8% of onsumers said they would try to earn heavier chicken weight. Consumers who expect not only to disadvantageous chicken price discrimination but also to favorable chicken price discrimination rated the fairness of the actual weight-based price system more fair than consumers who said no price discrimination. The higher the fairness of the actual weight-based price system, the higher the willingness to buy chickens on the actual weight-based price system. Reflecting the consumer s will, the government should mediate the interests of broiler chains and retailers and help them introduce a reasonable chicken trading system.