한국산 포도에 대한 태국 소비자의 지불의사금액 분석

Analysis of Thai Consumers’ Willingness to Pay for Korean Grapes: Focusing on A Comparison before and after Information Provision on Grape Varieties

This study estimates the willingness to pay (WTP) for Korean Geobong and Shine Musket and discusses the possibility of exporting them to Thailand. In the case of providing no information, the estimate of the average WTP for Korean Geobong is 731.8Bhat. With the information provided, it is 790.6Bhat, which increased to 58.8Bhat (8.0%). In the absence of information on Korean Shine Muscat, the estimate of the average WTP is 1,019.9Bhat. With the information given, it is 1,140.0Bhat, which increased to 120.1Bhat (11.8%). As the result of the changes in WTP by separating consumers from the awareness levels toward Korean Geobong and Shine Muscat, both show much information value in the low awareness group with the high awareness group compared. Based on the empirical results of this study, marketing strategies that provide information on Korean products could increase the Thai consumers’ demand for Korean grapes.