한국산 파프리카의 대중국 잠재수요 및 목표 소비자 분석 (Potential Demand and Target Consumers for Paprika Exports to China)

서지정보

· 발행기관 : 한국식품유통학회
· 수록지 정보 : 식품유통연구 / 37권 / 3호 / 1 ~ 17페이지
· 저자명 : 김세혁, 임청룡, 채홍기, 김태균

초록

Paprika is expected to export to China in earnest after quarantine negotiations with China. The objective of the study is to estimate the potential demand for paprika exports to China and set up target consumers. The survey was conducted on 343 consumers in Beijing and Tobit model was used for analysis. The results show that China's annual potential demand for Korean paprika is estimated at 7,186 tons, which is considered sufficient given its exports to Japan. The results also indicate that the target consumers could be set as those with a highly educated and monthly household income of more than 30,000 CNY. It is also considered appropriate to set up over 40 years old with a high preference for Korean wave as target consumers. The sale of paprika in China has an advantage in high-end stores such as department stores, large discount stores and organic specialty stores, and it is necessary to establish a marketing strategy by properly using Korean wave. The results of this study can provide useful insights into paprika’s export strategy to China, thereby contribute to the diversification of paprika exports.

영어초록

Paprika is expected to export to China in earnest after quarantine negotiations with China. The objective of the study is to estimate the potential demand for paprika exports to China and set up target consumers. The survey was conducted on 343 consumers in Beijing and Tobit model was used for analysis. The results show that China's annual potential demand for Korean paprika is estimated at 7,186 tons, which is considered sufficient given its exports to Japan. The results also indicate that the target consumers could be set as those with a highly educated and monthly household income of more than 30,000 CNY. It is also considered appropriate to set up over 40 years old with a high preference for Korean wave as target consumers. The sale of paprika in China has an advantage in high-end stores such as department stores, large discount stores and organic specialty stores, and it is necessary to establish a marketing strategy by properly using Korean wave. The results of this study can provide useful insights into paprika’s export strategy to China, thereby contribute to the diversification of paprika exports.

참고자료

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