동남아시아 소비자들의 한국산 사과 속성에 대한 중요도-만족도 분석
(주)코리아스칼라
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- 2016.04.01
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- 2013.09
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서지정보
ㆍ발행기관 : 경북대학교 농업생명과학대학
ㆍ수록지정보 : Current Research on Agriculture and Life Sciences / 31권 / 3호
ㆍ저자명 : 홍나경, 김태균
영어 초록
Since the Korean apple industry needs to expand its export market in Southeast Asia, this study investigates the attributes of Korean apples affecting consumer preference in Indonesia, Malaysia, Singapore, and Thailand. Based on an Importance-Preference analysis, the results are summarized as follows. First, price is the most important determinant for purchasing Korean apples by Southeast Asian consumers, except in Malaysia. Second, managing the intrinsic(sweetness and chewing texture) and extrinsic(surface and color) factors needs to be well maintained. Third, the priority of the marketing factor(wrapping) should be lowered. Fourth, while the importance of extrinsic factors(shape and size) is low, satisfaction is high, so these factors need to be managed to avoid overkill. Overall, Korean apples should have their own merits with an appropriate proper price, while maintaining a high quality. The results of this paper may provide suitable strategies for promoting apple exports to Southeast Asia.
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