토마토 소비에 영향을 미치는 요인 분석

(Analysis of Factors Influencing Consumption of Tomato)

This study aimed to analyze the factors influencing preference and consumption of tomato and to prepare farmers’ countermeasures. The analytical models used the multinomial logit model and the panel seemingly unrelated regression model. Data were obtained from consumer panel of Rural Development Administration. The analysis period was from 2010 to 2017 and monthly data was used. The analysis results are as follows. First, the age of housewives, the number of families, child and parents support status, and the number of people who eat breakfast have a significant effect on the preference of tomato. Second, prices, income, the age of housewives, parents support status, and the number of people eating have significant effects on the amount of tomatoes purchased. Farmers should segment the market based on the significant variables and select a sales target group. In addition, aggressive marketing strategies should be developed to increase tomato consumption.