컨조인트를 이용한 B급 농산물의 구매속성 분석

An Analysis of Purchase Attributes on Ugly Agricultural Products Using Conjoint Analysis

The purpose of this study is to evaluate ugly fruits and vegetables based on consumer utility and to examine the factors including appearance, price, use by using a conjoint analysis model. The conjoint analysis is to trace the development of consumer preference among multi-attribute alternative. The data is collected from 221 consumers in Cheongju, Korea, through direct interviews and survey. 200 samples are found to be valid and used for analysis, using SPSS 22.0. Results show that price is the most important factor among some properties of agricultural products market, followed by appearance, use. That is, consumers prefer low price of agricultural products to its good appearance. That is why we should not throw ugly agricultural products away and should exploit to sell them. According to the potential market share prediction results (when we fixed the price depending on appearance), the highest ranking agricultural product has the middle level of appearance(B level) and the use for eating raw. So we should develop ugly agricultural product s market structure and sale strategies and then promotion of them for consumers is needed, too. They cam help to solve some environment problems and farm household economy.