AHPによる消費者の牛肉購買行動の構造分析

抄録

In this study, the purchase behavior for beef is analyized with the subject of the Japanese and Korean insured by using AHP in order to advocate consumer behavior on purchasing food. The result is as follow. The priority of decision making on purchasing beef was "Safety", "Freshness", "Selling Unit", "Atmosphere/cleaness of store", "Taste", "Kinds being suitable for Cooking", "the place of origin" and "Price" in order in case of the Japanese insured. However, it was "Safety", "Freshness", "Taste", "Atmosphere/cleaness of store", "Price", "Kinds being suitable for Cooking", "Selling Unit/Amount", "the place of origin" in order in case of the Korean insured. This result that the Japanese insured considered "Safty" more than the others comparing with the Korean insured was because they directly experienced BSEC (Bovine Spongiform Encephalopathy Crisis). In addition, there was no difference between the Japanese/Korean insured in preference order of the substitution;"nationwide branded beef", "local branded beef", "brandless domestic beef", "brandless imported beef". There was three clusters extracted in each Japanese and Korean insured from Cluster Analysis. Among them, JCL 1 and KCL 1 was shown to emphase "Safety" and "Freshness" respectively.