Earticle

초록

영어

Consumers may have different reasons to buy the animal welfare eggs by purchase places. They may have preferred places to buy the eggs, also. The objective of this study was to compare the purchase places for the eggs. If the producers of the eggs understand the different reasons by the places, they will establish marketing strategies for the eggs by the purchase places. A total of 355 Korean consumers was surveyed. There were statistical significances at traditional market, major retail outlet, and convenience store for female consumers and at traditional market, major retail outlet, department store, internet shopping and convenience store for married people. For age groups, over 40s group showed a significance at traditional market, major retail outlet, department store and convenience store. There were statistically significant at traditional market, major retail outlet, and convenience store for the respondents who had over three million won as their monthly income. It was significantly proven at traditional market and major retail outlet for full time housewives. From the results of the study, the following marketing strategies can be suggested for the places to buy the eggs by demographic classification. The producers should classify the markets and focus their strategies to each place for increasing their market share. These results suggest that focus on traditional market for female and middle-aged group, and retail shop like discount store for the people classified by over 3 million won in income. This study also could be used to aid marketing strategy and animal welfare eggs research.

목차

ABSTRACT
 Ⅰ. 서론
 Ⅱ. 조사 방법
  1. Ranked Logit Model
  2. 연구방법
 Ⅲ. 결과 및 고찰
  1. 조사표본의 일반적 특성
  2. Ranked logit model 결과
  3. 변인별 선호 확률
  4. 구입 장소에 따른 마케팅 전략
 Ⅳ. 요약
 사사
 Ⅴ. REFERENCES

저자

• 정윤필 [ Yun-Pil Jung | 강원대학교 대학원 ]
• 최명래 [ Myeong-Rae Choi | 강원대학교 대학원 ]
• 김영섭 [ Young Sup Kim | 강원대학교 대학원 ]
• 오상집 [ Sang Jip Ohh | 강원대학교 동물생명과학대학 ]
• 이종인 [ Jong-In Lee | 강원대학교 농업생명과학대학 ] Corresponding author

참고문헌