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Consumer's Purchase Behaviors and Perception of Branded Pork in Gyeongnam

Consumer's Purchase Behaviors and Perception of Branded Pork in Gyeongnam

Food Science of Animal Resources 25(3): 271-276

ISSN/ISBN: 2636-0772

A totally 178 housewives in Gyeongnam were surveyed on consumers' purchase behavior and perception of branded pork. The degree of consumers' perception and reliance on the branded pork was still low. Consumers' consideration quality factors when buying pork is higher in order of safety/hygiene>taste/tenderness>meat color. In taste, consumer preferred Korean native pig meat when compared to the common meat. But the consumers have a notion that the price of Korean native pig meat was too expensive. The consumer preferred consumer group to government agency as a official approval organ for pork quality assurance. The consumers had different behavior in information channel, purchase frequency and place depending on age, income. In the development of branded pork, further studied are required on consumers' purchase behavior, perception, preference choice and decision-making process of branded pork.

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Accession: 070453492

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