한국산 포도에 대한 태국 소비자의 지불의사금액 분석

Analysis of Thai consumers' willingness to pay for Korean grapes: Classifying whether to provide information on grape varieties

This study estimats the willingness to pay (WTP) for Korean Geobong and Shinemusket and discuss the possibility of exporting them to Thailand. According to the analysis, the average WTP for Korean Geobong before providing information is estimated to be 731.8Bhat, and after providing information is 790.6Bhat which is increased by 58.8Bhat (8.0%). The average WTP for Korean Shinemusket before providing information is estimated to be 1,019.9Bhat, and after providing information is 1,140.0Bhat which is increased by 120.1Bhat (11.8%). In the result of the changes in WTP by separating consumers from the awareness of Korean Geobong and Shinemusket, both shows greater information value in low awareness group than in high awareness group. Based on the analysis results of this study, marketing strategies that promote information on awareness or variety of Korean products are expected to increase demand of Thai consumers.