학술논문
중국 브랜드 특화농산물의 소비자 선호도 연구 : 요녕성 소비자 중심 / Study on Consumer Preference to Chinese Brand Specialized Agricultural Products : Focusing on consumers in Liaoning Province
Document Type
Dissertation/ Thesis
Author
주신 / Zhou, Chen
Source
Subject
Language
Korean
Abstract
본 연구자는 브랜드 특화농산물에 대한 소비자의 선호도 연구의 필요성이 있다고 생각하며, 소비자의 선호도를 파악하면 중국 브랜드 특화농산물 산업에 대한 시사점을 도출해 낼 수 잇을 것이라 생각한다. 본 연구의 목적은 중국 요녕성의 소비자들의 브랜드 특화농산물 선호도 분석을 통해 중국 소비자가 브랜드 특화농산물 구매 시 어떠한 요인을 고려하는지에 대해서 파악하고 소비자의 선호도를 바탕으로 중국 브랜드 특화농산물 산업의 발전방향에 대해 고찰하는 것을 목표로 한다.본 연구의 목적을 달성하기 위해 설정한 구체적인 연구의 목표는 다음과 같다. 첫째, 10대에서 50대 이상의 소비자 중 브랜드 특화농산물을 구매하는 소비자에 대한 선호도의 실태를 파악하려고 한다. 둘째, 소비자의 브랜드 특화농산물 선호도 조사를 통하여 구매행동의 영향요인을 살펴보려고 한다. 셋째, 특화농산물에 대한 소비자의 선호도 분석 결과를 통해서 중국 브랜드 특화농산물 산업의 발전방향에 대해 고찰하고자 한다.본 연구의 주요 결과를 살펴보면 다음과 같다. 첫째, 브랜드 특화농산물 선호도에 영향을 미치는 요인들의 인식도에 대한 결과는 소비자들이 지각된 품질을 가장 높게 인지한다는 결과가 나타났으며, 지역 이미지, 브랜드 인지도, 브랜드 이미지의 순서대로 인지한다는 결과가 나타났다.둘째, 인구통계학적 특성에 따른 브랜드 특화농산물 선호도에 미치는 영향에 대한 분석결과를 보면 구체적으로 다음과 같다. 브랜드 특화농산물 선호도 요인 중 브랜드 인지도는 성별에 따라 영향을 받으며 여성이 남성보다 높은 영향을 미친다. 브랜드 특화농산물 선호도 요인 중 지역이 미지와 지각된 품질은 연령에 따라 영향을 받는다. 브랜드 특화농산물 선호도 요인 중 지역이미지와 브랜드 인지도는 결혼여부에 따라 영향을 받으며 기혼이 미혼보다 높은 영향을 미친다. 브랜드 특화농산물 선호도 요인 중 지역이미지와 지각된 품질은 가족구성원의 수에 따라 영향을 받는다. 직업은 브랜드 특화농산물 선호도 요인에 유의한 영향을 미치지못한다. 월수입은 브랜드 특화농산물 선호도 요인에 유의한 영향을 미치지 못한다. 학력은 브랜드 특화농산물 선호도 요인에 유의한 영향을 미치지 못한다. 결론을 요약해보면, 중국 소비자는 브랜드 특화농산물 구매시 지각된 품질요인을 우선적으로 고려한다. 구체적으로 소비자들은 브랜드 특화농산물의 건강성, 친환경정도, 맛, 신선도, 생산자 정보, 제품의정보, 가격의 적당성에 대해서 우선적으로 고려한다.
The researcher thinks that it is necessary to research consumer preference to brand specialized agricultural products, and that understanding of consumer preference would lead to the implications for the industry of Chinese brand specialized agricultural products.The purpose of this study is to analyze Chinese (Liaoning Province) consumers’ preference to brand specialized agricultural products, grasp what factors Chinese consumers would consider when purchasing brand specialized agricultural products, and based on this consumer preference, discuss the future direction of the industry of Chinese brand specialized agricultural products.To this end, specific research goals were set as follows. First was, targeting consumers aged between 10s and 50s purchasing brand specialized agricultural products, to grasp the state of their preference.Second was to examine the influential factors of their purchasing behavior through investigation of consumer preference to brand specialized agricultural products. Third was to discuss the future direction of the industry of Chinese brand specialized agricultural products based on the analysis results of consumer preference to specialized agricultural products.The study results can be summarized as follows. First, as for awareness among the factors influencing consumer preference to brand specialized agricultural products, it turned out that consumers would be most highly aware of perceived quality, followed by regional image, brand awareness, and brand image. Second, as for the analysis results of consumer preference to brand specialized agricultural products depending on demographic characteristics, brand awareness was influenced by gender, more by females than males.Regional image and perceived quality were influenced by age.Regional image and brand awareness were influenced by marital status, more by married persons than singles. Regional image and perceived quality were influenced by the number of family members.Occupation did not have significant effects on the factors of consumer preference to brand specialized agricultural products. Monthly income did not have significant effects on the consumer preference factors.Academic background also had no significant effects.In conclusion, Chinese consumers preferentially consider perceived quality when purchasing brand specialized agricultural products.Especially, they first consider healthiness, environment-friendly degree, taste, freshness, information on the manufacturer, information on the product, and appropriateness of the price when they purchase brand specialized agricultural products.
The researcher thinks that it is necessary to research consumer preference to brand specialized agricultural products, and that understanding of consumer preference would lead to the implications for the industry of Chinese brand specialized agricultural products.The purpose of this study is to analyze Chinese (Liaoning Province) consumers’ preference to brand specialized agricultural products, grasp what factors Chinese consumers would consider when purchasing brand specialized agricultural products, and based on this consumer preference, discuss the future direction of the industry of Chinese brand specialized agricultural products.To this end, specific research goals were set as follows. First was, targeting consumers aged between 10s and 50s purchasing brand specialized agricultural products, to grasp the state of their preference.Second was to examine the influential factors of their purchasing behavior through investigation of consumer preference to brand specialized agricultural products. Third was to discuss the future direction of the industry of Chinese brand specialized agricultural products based on the analysis results of consumer preference to specialized agricultural products.The study results can be summarized as follows. First, as for awareness among the factors influencing consumer preference to brand specialized agricultural products, it turned out that consumers would be most highly aware of perceived quality, followed by regional image, brand awareness, and brand image. Second, as for the analysis results of consumer preference to brand specialized agricultural products depending on demographic characteristics, brand awareness was influenced by gender, more by females than males.Regional image and perceived quality were influenced by age.Regional image and brand awareness were influenced by marital status, more by married persons than singles. Regional image and perceived quality were influenced by the number of family members.Occupation did not have significant effects on the factors of consumer preference to brand specialized agricultural products. Monthly income did not have significant effects on the consumer preference factors.Academic background also had no significant effects.In conclusion, Chinese consumers preferentially consider perceived quality when purchasing brand specialized agricultural products.Especially, they first consider healthiness, environment-friendly degree, taste, freshness, information on the manufacturer, information on the product, and appropriateness of the price when they purchase brand specialized agricultural products.