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Research on Priorities of Purchasing Factors of Local Food Using Best-Worst Scaling Method

  • Journal of Regional Studies and Development
  • Abbr : JRSD
  • 2017, 26(3), pp.127-151
  • DOI : 10.18350/ipaid.2017.26.3.127
  • Publisher : Institute for Poverty Alleviation and International Development: IPAID
  • Research Area : Social Science > Area Studies > Regional Studies in general > Comparative / Statistical Regional Studies
  • Published : December 30, 2017

Choi, Jong-San 1

1전북대학교

Accredited

ABSTRACT

This study amis to determine priorities of purchasing factors of local food using Best-Worst Scaling method to provide information for effective marketing strategies of local food markets. This study resulted in ‘Freshness and safety of agricultural products’, ‘Excellent quality and nutrition’, and ‘Trust to production farms’ is prioritized as the first, second and third respectively. Local food markets’ marketing strategies to establish the trust relationship of consumers by managing freshness and safety of agricultural products have appealed enough to consumers. ‘Alternatives to imported agricultural products,’ ‘Diversity of products,’ and ‘Low prices’ were the lowest priorities of purchasing factor. Local consumers did not regard local food as an alternative to imported agricultural products. Reflecting the disadvantage of local food, which is difficult to supply a variety of local agricultural products to consumers, ‘Diversity of products’ might be not qualified as the purchasing factor for local consumers. ‘Low price’, which was known as a benefit of local food, very slightly appeal to local consumers. In order to stimulate consumption of local food, the local food markets need to maintain its marketing strategy considering the higher priorities and strengthen a new marketing strategy in which the lower priorities appeal to local consumers. The priorities of purchasing factors, the results of this study, will provide useful information for establishing marketing strategies for local food consumption in other regions and increasing the efficiency of marketing activities.

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