Earticle

초록

영어

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.

키워드

저자

• 홍나경 [ Na-Kyoung Hong | 경북대학교 농업생명과학대학 농업경제학과 ]
• 김태균 [ Tae-Kyun Kim | 경북대학교 농업생명과학대학 농업경제학과 ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  경북대농학지

• 간기

  계간

• pISSN

  2287-271X

• eISSN

  2288-0356

• 수록기간

  ~2014

• 십진분류

  KDC 525 DDC 635