DOI QR코드

DOI QR Code

Research on Consumers Purchasing Characteristics and Satisfaction for Hanwoo Beef

한우에 대한 소비자의 구매특성 및 만족도 조사

  • 황은경 (대구한의대학교 한방산업대학) ;
  • 배만종 (대구한의대학교 한방산업대학) ;
  • 김병기 (경상북도축산기술연구소)
  • Received : 2009.11.23
  • Accepted : 2010.04.08
  • Published : 2010.05.31

Abstract

The study was performed through questionnaire to determine purchase characteristics and consumers' satisfaction for Hanwoo beef for 400 residents in Busan, Gyeongsangnam-do, Daegu and Gyeongsangbuk-do. The results obtained from 363 consumers excluding 37 improperly answered ones were statistically analyzed. The properly answered consumers were classified according to gender, 107 (29.5%) male, 256 (70.5%) female, and ages, 70 (19.3%) twenties, 97 (26.7%) thirties, 131 (36.1%) forties, and 65 (17.9%) over fifties. Consumers having older ages purchased Hanwoo beef more frequently (p<0.05), and Hanwoo specialty shop operated by farmers cooperative was the most popular purchasing sources. Consumers' favorite retail cuts for Hanwoo beef were in the order of loin (43.5%), ribs (22.9%), tender loin (10.5%), brisket (9.9%), round, fore (4.7%), others (3.3%), chuck (2.8%), strip loin, rump (2.5%). For the experiences of purchasing imported beef, 24.55% and 22.3% of consumers answered for 'sometimes' and 'yes', respectively, for the reason of 'low price' (73.3%). Consumers answered 'sometimes' (69.1%) for the question of disguisement of imported beef to Hanwoo beef, and thought traceability (61.7%) and country of origin (17.1%) would be the most effective methods to prevent disguisement. Percentages of responses were 61.1% and 75.5% for traceability and country of origin, respectively, under the assumption of consumer's trustworthiness of above 70%. Prerequisites for Hanwoo beef to succeed as a brand were in the order of taste (3.90 points), consumers' satisfaction (3.28 points), consumers' trustworthiness (3.20 points), safety (3.03 points). Consumers' satisfaction is influenced by the age, academic background and the occupation (p<0.05). Safety is expected to show the difference by the educational background (p<0.05) and the occupation (p<0.01), whereas consumers trustworthiness is influenced by the educational background and income (p<0.05). From the results obtained in the current study, it is concluded that traceability and country of origin is essential to gain consumers' satisfaction and trustworthiness, and that the most important factors for branding Hanwoo beef would be taste and safety.

본 조사 연구는 경남, 부산지역 및 대구, 경북지역의 한우 소비자 400명을 대상으로 설문조사를 통하여, 한우의 구매 특성과 소비자 만족도를 조사였다. 불충실하게 응답한 37부를 제외하고 총 363부를 선정하여 통계 분석한 결과는 다음과 같다. 설문조사에 대한 응답자들의 성별은 남성 107명(29.5%), 여성 256명(70.5%)이었으며, 연령은 20대 70명(19.3%), 30대 97명(26.7%), 40대 131명(36.1%), 50대 이상 65명(17.9%)이었다. 한우 구매횟수는 연령이 많을수록 구매횟수가 더 많은 것으로 나타났으며(p<0.05), 한우 구입처는 농축협 한우전문점(54.5%)이 가장 많았다(p<0.05). 한우의 구매 부위는 등심(43.5%), 갈비(22.9%), 안심(10.5%), 양지(9.9%), 우둔 사태(4.7%), 부산물, 기타(3.3%), 목심(2.8%), 채끝 설도(2.5%) 순으로 나타났다. 수입쇠고기의 구매경험에서는 '가끔 있다'와 '있다'가 각각 24.55%와 22.3%를 나타내었으며, 그 이유로 '가격이 싸서'(73.3%)가 대부분이었다. 수입쇠고기의 둔갑판매에 대하여서는 '가끔 그렇다(69.1%)'로 응답하였으며, 이에 대한 예방책으로 쇠고기생산이력추적시스템(61.7%), 쇠고기원산지표시제(17.1%) 순으로 나타났다. 전반적으로 쇠고기생산이력추적시스템과 원산지표시제 도입에 따른 소비자 신뢰도가 70% 이상이라고 볼 때, 이에 응답율은 각각 61.1%와 75.5%로 나타났다(p<0.05). 한우 브랜드 육으로서 성장하기 위한 선행요인은 한우고기의 맛(3.90점), 고객만족도(3.20점), 안전성(3.20점), 고객신뢰도(3.20점)순위로 나타났다. 한우에 대한 전반적인 소비자의 안전성은 학력(p<0.05)과 직업(p<0.01)에 따라 크게 달랐으며, 고객만족도는 연령과 학력, 직업에 큰 영향을 받는 것으로 나타났고(p<0.05), 고객신뢰도는 학력과 수입, 직업에 크게 영향을 받는 것으로 나타나 통계적인 차이를 나타내었다(p<0.05). 이상의 결과를 종합해볼 때, 한우소비자들은 수입쇠고기의 둔갑판매에 대한 우려가 높은 편이지만 쇠고기생산이력추적시스템 제도와 쇠고기원산지표시제가 올바르게 정착될 수 있도록 정부차원의 지속적인 교육과 관리감독이 이루어진다면, 소비자들의 고객만족과 신뢰도는 높아질 것으로 판단되며, 한우 브랜드 육으로 성장하기 위해서는 맛과 안전성이 가장 중요한 것으로 판단된다.

Keywords

References

  1. 대한주부클럽연합회. 2005. 식육판매업소의 구분판매제 현황과 소비자 안정성에 대한 실태 조사. p 32-36.
  2. Sjoberg AM, Sillanpaa J, Sipilainen-Malm T, Weber AM, Raaska L. 2002. An implement of the HACCP system in the production of food packaging material. J Ind Microbiol Biotechnol 28: 213-218. https://doi.org/10.1038/sj.jim.7000233
  3. Choe JS, Chun HK, Hwang DY, Nam HJ. 2005. Consumer perceptions of food-related hazards and correlates of degree of concerns about food. J Korea Soc Food Sci Nutr 34: 66-74. https://doi.org/10.3746/jkfn.2005.34.1.066
  4. Sim JN. 2004. A study of consumer's consumption behavior on branded Hanwoo meat. MS Thesis. Chungang Universty, Seoul, Korea.
  5. Nam BR, Nam JO, Park JM, Lee RM, Gu HJ, Kim MH, Chang UJ, Suh HJ, Kim JM. 2007. Survey of the status of country of origin labels and hygiene on the meat markets of 4 regions in Korea. Kor J Food Sci Ani Resour 27: 122-226. https://doi.org/10.5851/kosfa.2007.27.1.122
  6. Jeun MH. 2006. Study on the customers' perception of traceability of agricultural product in Korea. MS Thesis. Konkuk University, Seoul, Korea. p 71-78.
  7. Verbeke W, Vackier I. 2004. Profile and effects of consumer involvement in fresh meat. Meat Sci 67: 159-168. https://doi.org/10.1016/j.meatsci.2003.09.017
  8. Bryhni EA, Byrne DV, RΦdbotten MC, Claudi M, Agerhem H, Johansson M. 2002. Consumer perceptions of pork in Denmark, Norway and Sweden. Food Quality and Preference 13: 257-266. https://doi.org/10.1016/S0950-3293(02)00021-6
  9. Turrell G, Hewitt B, Patterson C, Oldenburg B. 2003. Measuring socio-economic position in dietary research: is choice of socio-economic indicator important? Public Health Nutrition 6: 191-200.
  10. Grunert KG, Bredahl L, Brunso K. 2004. Consumer perception of meat quality and implications for product development in the meat sector-a review. Meat Sci 66: 259-272. https://doi.org/10.1016/S0309-1740(03)00130-X
  11. Alpert MI, Alpert JI, Maltz EN. 2005. Purchase occasion influence on the role of music in advertising. J Business Res 58: 376-382.
  12. Kim GJ, Byun GI, Jung WS. 2009. A study on the potential effects of consumer preference for beef and involvement in the attributes of beef selection on consumer's purchase intentions. Kor J Culinary Research 15: 286-298.
  13. Choi SC, Youn GY. 2002. Quantification analysis on the buying behavior of functional fresh meat. Kor J Agric Manage & Policy 29: 659-674.
  14. Han SI, Choi SC. 2002. The promotion of consumption on fresh-meat brand. Kor J Agric Management and Policy 29: 298-315.
  15. Lee MH, Kim TW, Han IM, Kang YS, Jung SK, Kim IS. 2005. Consumer's purchase behaviors and perception of branded pork in Gyeongnam. Kor J Food Sci Ani Resour 25: 18-24.
  16. Sung YK. 2004. An empirical study on the country of origin labeling in Korea. MS Thesis. Konkuk University, Seoul, Korea. p 31-43.
  17. Kang JW, Lee SH. 2006. The effect of declaration of its country of origin on consumers' attitude to beef. Korean J Culinary Res 15: 859-865.
  18. Nam JO, Nam BR, Park JM, Lee RM, Gu HJ, Suh HJ, Chang UJ, Kim JM. 2007. Monitoring country of origin labels and indication for meat on electronic on line trading. Kor J Food Sci Ani Resour 27: 117-121. https://doi.org/10.5851/kosfa.2007.27.1.117
  19. Cha JH. 2007. Study of Consumption pattern of Beef and pork: Focused on Kwangju citizens. MS Thesis. Chonnam University, Daejeon, Korea.

Cited by

  1. Quality characteristics of fresh beef during storage using cold chain containers vol.22, pp.6, 2015, https://doi.org/10.11002/kjfp.2015.22.6.788
  2. The Effect of Aging on Flavor Precursors and Volatile Compounds of Top Round from Hanwoo vol.28, pp.6, 2015, https://doi.org/10.9799/ksfan.2015.28.6.1019
  3. Changes in Quality of Hanwoo Bottom Round under Different Freezing and Thawing Conditions vol.45, pp.2, 2016, https://doi.org/10.3746/jkfn.2016.45.2.230
  4. The effect of aging on the quality of Semimembranosus muscle from Hanwoo vol.43, pp.1, 2016, https://doi.org/10.7744/kjoas.20160008
  5. Evaluation of the Digestibility of Korean Hanwoo Beef Cuts Using the in vitro Physicochemical Upper Gastrointestinal System vol.37, pp.5, 2010, https://doi.org/10.5851/kosfa.2017.37.5.682
  6. Effect of Aging Process and Time on Physicochemical and Sensory Evaluation of Raw Beef Top Round and Shank Muscles Using an Electronic Tongue vol.37, pp.6, 2017, https://doi.org/10.5851/kosfa.2017.37.6.823