쌀 속성에 대한 소비자 선호도 분석과 시장점유율 전망

Abstract

Recently, as imported rice is distributed in the domestic rice market, consumer preference for imported rice is increasing. Conjoint analysis is used to identify consumer preferences for attributes of marketed rice. A ranked logit model is used to analyze consumer characteristics associated with the consumption of rice. Consumers were most likely to consider the price (40%), followed by rice variety (21%), and origin of rice (18%). While quality (18%) and taste (14%), including organic rice (7%) were least likely to be considered. Cluster analysis shows that some consumers prefer domestically produced rice to imported rice because of safety and reliability despite it’s higher price while other consumers prefer to imported rice due to its lower price. Finally, the scenario analysis fulfilled to forecast a contingent rice market share between domestically produced rice and imported rice. Imported rice with a tariff rate of 513% does not have a price competitive in Korean rice market but imported rice without tariff could have competitive for Korean consumers.