동물복지형 계란의 구입 장소에 대한 비교 분석

Abstract

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.