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A Survey of Kwangju city housewives' rice consumption pattern

A Survey of Kwangju city housewives' rice consumption pattern. 2004. 7. Chonnam National University Park, Jun-Keun Jang, Duk-Ki Yoon, Hyeon-Mi. Objective and Contents. Objective

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A Survey of Kwangju city housewives' rice consumption pattern

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  1. A Survey of Kwangju city housewives' rice consumption pattern 2004. 7. Chonnam National University Park, Jun-Keun Jang, Duk-Ki Yoon, Hyeon-Mi

  2. Objective and Contents • Objective - analyze city housewives’ rice consumption pattern and and to develop countermeasures of rice industry using the information obtained from the survey. • Contents • Rice purchasing pattern of housewives • Perception on the rice quality and agrotype of rice that housewives prefer • Preference on environment-friendly rice • Attitude to imported rice

  3. Survey period: July 1, 2004 ~ July 10 • Survey area: Kwangju City’s 5 Gu(district) • Survey target: 100 Housewives (Unit: person) General Description of Survey

  4. Rice Purchasing place • Direct purchase from the farm and relatives : 35.5% • Purchase from chain store and large discount store: 34.2% • Rice Purchasing place by age • - 30~40’s : Chins Store and Large size discount store • - over 50’s : NACF market (Unit: person, %)

  5. Consideration of Agro-type of riceWhen buy • Whether or not consider agro-type • Recognizing agro-type • Know : 43% Do not Know : 57%

  6. Recognition of rice brand When buy • Attitude to Brand -whether to look at brand or not when buy rice • Priority of Rice brand Pungkwangsuto 27.5% Reclaimed land Rice 5.5% Hanpyongnabi 2.9% Haenamttangkkeut 2.8% Janghung 2.2% Rice of Wanggun 1.6% Youngam 1.5% Gyeonggiicheon 1.3% Dalmaji 1.1% Shintoburi 1.0% Rice of Falling in love at Glance1.0% Rice of taste of LAND-END 1.0%

  7. Amount of rice purchase for 1 month (unit: person) • Package unit of rice that Kwangju city housewives prefer most • - 20kg 72%, 40kg 14%, 10kg 8%

  8. Description on rice packaging • Important consideration when buy rice

  9. Attitude to rice price • Most people think that present price is suitable. • 62% of people purchases at the price of 40,000~50,000 won.

  10. Attitude to rice price • Rice Price by age • Rice price by Income(Unit: person) • Attitude by ages: Housewives under 30’s think that price is expensive. • Attitude by income group - People under 3 million won income feels that rice price is high. However, gap between income groups is not big.

  11. Kwangju families’ eating habit I • Family style : Man&wife +Children 77% , Parents+Man&wife+Children 11%, Man&wife 8%, etc 4% • Kind of Breakfast

  12. Kwangju families’ eating habit II • the number of taking breakfast in a week • The number of taking breakfast of children is less than that of parents (phenomenon of disliking rice)

  13. Preference on Quality of rice • Preference • preference by age • Housewives over 50’s think that current quality of rice is good rather than housewives of 30’s to 40’s think. • judgment base to decide quality of rice: taste 77% safety&sanitation 31% price 28%

  14. Recognition of environment-friendly rice by age • the older, the more interest in environment-friendly rice

  15. Recognition of environment-friendly rice depending on income • There is much interest in environment-friendly rice in the group of relative high income over 3 million won per month.

  16. Reason of purchasing environment-friendly rice by age (Unit: person, %) • Primary reason for purchasing environment-friendly rice is for the health without regard to age.

  17. Reason of purchasing environment-friendly rice by income (단위:명, %)

  18. necessity of safety emphasis as food Reason of not purchasing environment-friendly rice • Buying reason : Health • Not buying reason : not creditable, price

  19. Willing to buy environment-friendly rice by age (unit: person) • At the range of 10-20% higher price, older people are more willing to buy environment-friendly rice than younger people.

  20. Recognition of Produce’s traceability • Recognition on produce’s traceability • Recognition of produce’s taceability by education • People of high school(38%) and university(32%) education have high level of recognition on the Produce’s traceability than the people of middle school education(29%)

  21. Intention to buy imported rice • Intention to buy imported rice by age • Intention to buy imported rice • Young wives’ (under 40’s) inclination to buy cheap imported rice is higher and flexible than that of elder housewives (over 50’s)

  22. How to achieve competitiveness of domestic rice Means of achieving competitiveness of domestic rice by age • The younger and more educated, the more interest on environment-friendly rice

  23. How to achieve competitiveness of domestic rice Means to achieve competitiveness of domestic rice by education

  24. Types of rice that wives want to buy in the near future • The types of rice that housewives want to buy is environment-friendly rice regardless of age group.

  25. <Summary> 1. Main place of purchasing rice 1) Relatives + Direct 35.5% Many fixed rice customer 2) Chain Store + Big discount store 34.2% Importance of big mart 2. Rice purchase and eating habit that housewives prefer 1) Confusing of agro-type and brand Active public relations and education requirement 2) 60% of customers buy rice based on brand name Importance of brand 3) Most preferred package unit is 20Kg 4) Many people think that current price is resoanable : 40,000~50,000won per 20kg unit is 62%. 5) description Item that must be written on rice packaging : place of origin 6) Breakfast (Parents 79%, Children 65%) phenomenon for children of disliking rice 7) High quality rice can make good taste of cooked rice: 77% Importance of the cooking as well as agro-type

  26. <Summary> Preference on environment-friendly rice 1) Interest (66%) No experience of purchase (64%) 2) Reason to buy: Health, Safety(58%) Emphasis on safety as food 3) Recognition on Produce’s traceability(34%) Public relations and education are needed 4) willing to buy environment-friendly rice (At similar and under 10% higher price: 78%) Attitude to imported rice negative response to imported rice (82%): This figure hardly be believed because consumers are not accessible to imported rice at stores currently. 5. Means to achieve competitiveness of rice : environment-friendly agricultural technologies and Improvement of agro-type (61%) Possibility of consumption increase Importance of inexpensive production technology and method

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