초록

III. 연구개발의 내용 및 범위
본 연구에서는 사과의 소비행위에 영향을 미치는 속성과 수준들을 정의하고, 헤도닉 가격 모형과 선택실험법을 적용하여 사과에 대한 소비자 선호와 사과의 주요 속성과 수준에 대한 잠재가격을 추정하였다.

Abstract ▼

The apple is the most widely cultivated fruit in Korea, so apple farming is the main income source for fruit farms. But domestic produced apple consumption is expected to be reduced by import of low-priced foreign fruit due to open market policies such as Korean-American FTA and Korean-Chinese FTA.

The apple is the most widely cultivated fruit in Korea, so apple farming is the main income source for fruit farms. But domestic produced apple consumption is expected to be reduced by import of low-priced foreign fruit due to open market policies such as Korean-American FTA and Korean-Chinese FTA. Those situation will be negative for Korean farm economy. So to increase or maintain apple consumption, it is required to produce apples that consumer prefers.
To analyze consumer preference for apples, this dissertation try to get how farmers produce customer-oriented apples and how policy-makers make consumer preferred apple breeds by using Hedonic price model and Choice experiment method.
According to the result of Rural Development Administration organized consumer panel, mostly housewives, survey, the best reason for apple consumption is that apple is healthy food. The most apple consumption groups in the house is children, housewives, and spouses by order. And the most considering factors when apple purchases are sweetness and crispiness.
The children, the future generation which will be the main apple consumers, prefer sweeter, juicier, and harder apples than the present apples. New apple varieties should contain these attributes.
The policy implications from the analysis are as follows. First, customers prefer middle-size apple to big-size for home use. Producers need to adjust the ratio of size. Second, customers prefer sweeter apples. Technology to enhance sweetness content is required for producers. Third, customers are willing to pay higher price for environment-friendly apples. Fourth, young people prefer sweeter, juicier, and harder apples. It is required to develop new varieties to contain these attributes. Fifth, consumers are willing to pay higher price for the apples to have the attributes which consumers prefer.
This paper selected attributes and levels through focus group and expert survey and analyzed the preferences for quality of virtual apples. So it is limited in some part of attributes and levels which apples have. Next research may have to deal with more various attributes and levels.

목차 Contents

• 표지 ... 1
• 제출문 ... 2
• 요약문 ... 3
• SUMMARY ... 5
• 목차 ... 6
• 제1장 서 론 ... 7
• 제2장 국내외 기술개발 현황 ... 8
• 제1절 국내 연구 현황 ... 8
• 제2절 국외 연구 현황 ... 9
• 제3절 국외 연구 현황 비교 및 필요 연구 분야 ... 10
• 제3장 연구개발수행 내용 및 결과 ... 11
• 제1절 사과재배의 일반현황 ... 11
• 제2절 분석 모형 ... 14
• 제3절 사과의 속성수준 결정 ... 26
• 제4절 사과소비자 설문조사 분석 ... 32
• 제5절 월별 사과구매 빈도 및 구매액 ... 46
• 제6절 모형분석결과 ... 48
• 제4장 연구개발목표 달성도 및 대외기여도 ... 62
• 제1절 목표대비 달성도 ... 62
• 제2절 정량적 성과 ... 62
• 제5장 연구개발결과의 활용계획 ... 63
• 제6장 참고문헌 ... 64
• <참고> 주요 연구성과 요약 ... 67