The purpose of this study is to systematically analyze the consumer purchasing behaviors and future consumption towards homemade organically processed food(HOPF), and to derive directions for consumption promotion of HOPF. To this end, a survey was conducted for quantitative analyses regarding consumer purchasing behaviors and future consumption.
This study used Ordinal Logistic Regression Model to derive more significant results in analyzing factors of future consumption. The analytical results were used to derive policy directions aimed at boosting the HOPF consumption.
The consumer survey was conducted for 503 housewives living in Seoul and Gyeonggi Provinces using online. Among the respondents(400 housewives who have purchased HOPF) those in their 30s amounted to 40(10.5 percent), followed by those in their 40s with 182(45.5 percent), and those in their 50s or above with 178(44.5 percent). From the income perspective, 52.0 percent of the respondents were 3million won to 4million won. Among the respondents(103 housewives who have not purchased HOPF) those in their 30s to 40s amounted to 70.9 percent. From the income perspective, 58.3 percent of the respondents were 3million won to 4million won.
The consumer survey conducted regarding certification mark and additives sign has found that the majority of domestic consumers confirm those. In detail 72.8 percent of those responded said that “I confirm certification mark while buying HOPF.” And 67.8 percent of those responded said that “I confirm additives sign while buying HOPF.”
In relation to the future consumption toward HOPF, the Ordinal Logistic Regression Model was applied for analysis. The findings was that the younger consumers with high income are more likely to purchase HOPF. And those consumers who recognize the price and quality contentment to be high are more likely to purchase HOPF. And the contentment of certification instrument and improvement of health have a significant plus relationship with future consumption.
The consumer survey conducted regarding consumption promotion has found that price reduction, reliability improvement, and store expansion are needed to promote consumption. Consumers who have purchased HOPF were found to pay 51 percent more for it. This level show that the current level of price premium for HOPF is 51 percent higher than their desired level. The consumer survey conducted regarding improvement of health has found that 48.8 percent of those responded said that "HOPF is helpful to family health.
In order to reduce price premium for the HOPF effective policy programs should be developed. The target market strategy to sell HOPF to the younger consumers with high income is needed to boost consumption. To expand consumption, it is necessary to strengthen promotional efforts. The strict certification management system should be established to enhance consumer reliability in the food.


Researchers: Jeong, Hak-Kyun and Jang, Jeong-Kyung
Research period: 2010. 12. - 2011. 1.
E-mail address: hak8247@krei.re.kr