젓갈 소비패턴과 구매 결정요인에 관한 연구 -광주광역시 주부 대상-

This Paper tries to find out how a housewives`s the consumption patterns and buying defined factors on salted seafood. Survey data collected from 272 housewives in Gwang-ju were analyzed by descriptive statistics, chi-square test, anova, factor analysis and logistic regression was conducted using SPSS 18.0kr. As a result from the survey analyzing 10 items 7 scaled Likert method, I find 3 primary factors Which affects consumer`s purchase intent plan: in order of importance, quality factor, information factor and merchandising factor. As a result of logistic regression analysis suggested that the buying defined factor was influenced the most by the factor information factor. Thus, in the future, is expected that information factor(such as certification, date of manufacturing, place of origin, manufacture location) as well as quality factor exerts more important effect in salted seafood purchase.