농식품 소비자 패널 자료를 이용한 가정식대체식품의 구매 행태 분석

Abstract

This study analyzes the factors affecting consumers’ purchasing of home meal replacement(HMR) products using panel data sets available from the agri-food consumers’ panel survey conducted by Rural Development Administration(RDA). The data sets are very good for the analysis because it includes many significant information on consumers’ socio-demographics, food-related lifestyle, and information literacy. We use expenditures and purchase frequcency on HMR products as quantitative measures of consumers’ preference for the products. For these analyses, first, we employed Heckman Two step model which uses panel probit model at the first stage and then uses random effect panel regression with only non-zero expenditures at the second stage. Second, we used a panel negative binomial model and analyzed factors influencing their purchase frequency of HMR products. In their estimation results, we found that the households consumption on HMR is affected by consumers’ characteristics such as age, household income, household types, food purchasing channels, previous purchase experience, but not affected by their employment status and the special dates like festivals and holidays. Based on the estimation results, for developing HMR industry, it is necessary to establish marketing strategies such as a promotion intensified at on-line markets, and providing consumers with high quality HMR products made of domestic ingredients.