소비자의 구매채널별 방문횟수와 농식품 구매액에 미치는 영향 요인 분석

Abstract

The study analyzes the factors influencing the consumers’ choice of retail food channels using agri-food consumer panel survey data provided by Rural Development Administration. We use the number of visits and food expenditures as quantitative measures of consumers’ preferences for each retail food channel, and consider demographic characteristics, food-related lifestyle, level of smart device and personal computer usage, and weather conditions as influencing variables. We found competitive or complementary relationships in consumers’ number of visits and expenditures across the channels. More specifically, traditional market competes with company style super supermarket and organic food store, and hypermarket competes with company style super supermarket, superette, and non-store retailer, while traditional market is complementary to super supermarket and non-store retailer. The results imply that the consumer pursue the “value consumption“ by choosing multiple food channels strategically and consciously. In addition, knowing the specific factors influencing the choice of each retail channel can provide useful information to build marketing strategies and product composition strategies.