양구 곰취에 대한 소비자 만족도에 영향을 미치는 요인 분석

초록

With the increase of adult diseases and a pandemic of new influenzas, consumers are reconsidering the value of food, and are recognizing Wild vegetables as a healthy food option. This study analyzes the satisfaction factors of consumers who purchase Yanggu Ligularia. The Ordered Logit Model is applied to the analysis. The results show that among the satisfaction factors for purchasing Yanggu Ligularia, the related factors, taste, producing area are positive infected but price, cultivation patterns are negative. The results reveal that consumers value the taste and the producing area more than the price of Yanggu Ligularia. Although Sanchae maintain the characteristics and ingredients of wild food intact, thus have all sorts of taste, the promotion of its taste is yet to be sought. This requires promotions and educating consumers about the specific merit of each Yanggu Ligularia taste(nutrition).

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