우리나라 배 산업의 시장구조분석과 전략적 포지셔닝에 관한 연구

Abstract

The objective of this is analyzing purchase attitude of the consumer by applying the strategic positioning of pears market by the product attribute factor quality categories(safety, functional characteristic, market price and brand, and customer specialization).

We analyzed a market structure by the five forces of Michael Porter which had not applied market prospect and current state of affairs analysis and consumer preference and following various market strategies that were the important object of preceding study about reaches in existing consumer purchase attitude.

We tried to investigate the effect in domestic pears market structure and consumer purchase attitude by applying a benefit advantage, and cost advantage and a focus strategy of strategic positioning.

The survey selected the sample randomly, took the face to face interview method collecting data by professional officials, targeted the worker of the circulation enterprise in Pusan and Ulsan (the department store and the mart, traditional market, the shared wholesale market and the agricultural products auction place) and the general consumers who use this place to collect the consumers' various opinions.

Our empirical findings are as follows : First, the core decisive factor of product attribute variable and purchase attitude appeared as benefit advantage. Second, among the each dimensional mediation effects of strategic positioning that affects purchase attitude, benefit advantage make the highest levels at safety(0.125), functional characteristic(0.136), market price(0.064), brand(0.138), customer specialization(0.106). Third, mediation role of purchase attitude shows high route coefficient index at safety and cost advantage(0.439), functional characteristic and focus(0.517), market price and cost advantage(0.404), brand and benefit advantage(0.440), customer specialization and benefit advantage(0.203). Fourth, the market price of pear product is influence factor to perceive individual economic situation. It confirmed important variable in purchase attitude decision. Finally, it refers significance of this study from internal viewpoint of pear industry(market). Because, safety, functional characteristic, market price, brand and customer specialization are factors which decide choice that consumers perceive but also all about producers.