소비자의 수입 과일 소비행태 및 구매 결정요인 분석

Analysis on the Consumer’s Consumption Behavior and the Determinants of Purchasing for the Imported Fruits

The objective of this study is to identify consumers preferences and purchasing behavior and to analyzing purchasing decision factors for major imported fruits such as orange, cherry, grapefruit and avocado. For this purpose, multinomial logit is applied. As a result of the purchase behavior survey, the majority of consumers have a high experience of purchasing imported fruits and a high rate of repurchase. The preference for grapefruit and avocado has improved significantly compared to the past and Imported fruits, which are likely to be replaced by domestic fruits, turned out to be oranges and cherries. According to the analysis of the multinomial logit model, the experience of purchasing imported fruits, the recognition of age and variety, and the educational background variables are analyzed as the main determinants. In order to promote the consumption of domestic fruits, it is necessary to establish a differentiated customized marketing strategy by segmenting fruit types and attributes in consideration of the characteristics of the consumer class, such as age groups and income levels. It is also necessary to explore ways to spread information about various varieties and functionalities of fruits.