식재료시장의 구매특성과 직거래 요인 분석 -대기업식재료 MD의 실태를 중심으로- (Analysis for Purchasing Behaviors and Factors on Direct Marketing Participation in the Food Material Market -Focused on Merchandizers of Large-scale Food Material Companies-)

서지정보

· 발행기관 : 한국식품유통학회
· 수록지 정보 : 식품유통연구 / 30권 / 1호 / 1 ~ 21페이지
· 저자명 : 진현정, 최태환

초록

This study tries to analyze purchasing behavior of the merchandizers(MD) of large scale food material companies and factors on the MDs’ participation in local based direct marketing. A survey was completed toward the MDs of large-scale companies and the main questions asked to them are their knowledge on local marketing organization of agricultural products and their purchasing behaviors. The MDs consider that product quality is of importance when they select local trading partner. They regarded “maintaining good quality and stable supply” as the most important factors and they choose the agricultural cooperative companies as the most desirable trading partner. Most of them agreed with the expansion of the local marketing organization and they want that the organization should henceforward evolve to marketing bodies specialized by food items. The results of a binary logistic regression model show that the degree of MDs’ knowledge on local marketing organization, the size of purchasing unit, the main purchasing food items are significant factors on the decision for utilizing the direct marketing.

영어초록

This study tries to analyze purchasing behavior of the merchandizers(MD) of large scale food material companies and factors on the MDs’ participation in local based direct marketing. A survey was completed toward the MDs of large-scale companies and the main questions asked to them are their knowledge on local marketing organization of agricultural products and their purchasing behaviors. The MDs consider that product quality is of importance when they select local trading partner. They regarded “maintaining good quality and stable supply” as the most important factors and they choose the agricultural cooperative companies as the most desirable trading partner. Most of them agreed with the expansion of the local marketing organization and they want that the organization should henceforward evolve to marketing bodies specialized by food items. The results of a binary logistic regression model show that the degree of MDs’ knowledge on local marketing organization, the size of purchasing unit, the main purchasing food items are significant factors on the decision for utilizing the direct marketing.

참고자료

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