상품 차별화를 고려한 포도 품종별 모형 구축

Modeling Grape Varieties Considering Product Differentiation

We build a grape variety model to estimate the impact of shine muscat quality on the grape market. Shine muscat is one of the popular grapes in Korea. So, the harvested area for shine muscat has been dramatically increased since 2016. Our study examines how lowering the quality of shine muscat affects other grapes such as campbell early, giant peak, muscat bailey A(MBA). An Armington model is used to impose the consumer preference and product differentiation assumptions. We find that the decrease in the consumer preference for shine muscat because of lowering the quality of shine muscat largely falls the price of shine muscat. Also, the prices of other grape varieties are fell as the substitute effect. Moreover, if grape varieties are more differentiated, the fall in the price of shine muscat would be larger, while the decrease in the price of other grape varieties would be smaller. These results imply that farmers for shine muscat keep doing quality management to avoid the negative effect of changing consumer behavior for shine muscat against lowering quality. Our model introduces the product differentiation model for the fruit market and helps policymakers and farmers understand the impact of changing the market condition on the fruit market.