This dissertation empirically analyzes the factors influencing consumers' purchasing behavior of the agri-food using consumer panel data. This study is consisted of three analyses, the weather effect on consumers' purchasing behavior of the agri-food (chapter II), home meal replacement (HMR) satisfying their propensities for convenience (chapter III), a comprehensive analysis of factors influencing consumers' purchasing behavior of the agri-food (chapter IV). This study uses the consumer panel survey data conducted by Rural Development Administration (RDA). This survey collects receipts of daily purchasing the agri-food, and investigates information about the panel. In this study, consumer panel survey data were appropriately analyzed based on the topic of each chapter.
The first analysis, in the chapter II, focuses on how weather variables influence consumers purchasing of the agri-food. The first study uses data for 633 households residing at the metropolitan areas from January 2010 to December 2015. This chapter constructs panel tobit models for 10 different agri-foods, respectively by defining weekly expenditures as the function of weather variables and other factors. In order to estimate the net weather effects, various factors that could influence have controlled. The empirical result shows that these weather variables significantly influence consumers purchasing of the agri-food, even though the impact of quantities supplied on their purchase being controlled. These results imply that marketing strategy utilizing weather can be useful. Additionally, this strategy can be more effective in promoting the agri-food purchase in conjunction with strategy that emphasizes health and psychological functionalities of the agri-food. However, appropriate measures to maintain quality need to be accompanied, because weather conditions could affect the quality of the agri-food in the marketing process.
In the chapter III, the second analysis, figures out that factor influencing consumers' purchasing of HMR products. The second study uses data for 1,249 households from the nationwide survey in 2016, and data set by extracting the item codes related to the HMR in their purchase histories. The second analysis uses expenditures and purchase frequencies on the HMR to estimate quantitatively for consumers' preference on the HMR. For these analyses, this study employs Heckman two step model using panel data and panel negative binomial model. In their estimation results, the households consumption on HMR is affected by consumers' characteristics, food purchasing channels, previous purchase experience, and so forth. Based on these results, for developing HMR industry, it is necessary to establish marketing strategies, such as promotions enhanced at online markets, and providing consumers with high quality HMR products made of domestic ingredients.
The third analysis, in the chapter IV, identifies factors influencing consumers' purchasing of the agri-food. The third study synthetically analyze various factors that could influence consumers' purchase of the agri-food through literature review. This study uses 1,206 households data from the nationwide survey in 2017, and analyzes expenditures about the fresh agri-food, the processed, and food away from home. In order to identify various factors influencing these expenditures, this study uses consumer panel data combined with results of the questionnaires. Various factors that could not found in the data were investigated through questionnaires. However, there have inter-related between factors. For instance, information literacy is influenced by consumers' demographic characteristics. Also, purchase propensities are influenced by consumers' demographic characteristics and information literacy. Thus, this study employs structural equation model to estimate the net effect after controlling inter-relationship between factors. As a result of this analysis, it is necessary to establish marketing strategies considering various consumers' characteristics in order to promote the agri-food consumption. In addition, information about the agri-food should be filled with understandable contents to consumers. Above all, food-related education and advertisement are needed to attract young consumers and children's interest in the agri-food.
In conclusion, This dissertation empirically ananylzed the effect of various factors on consumers' purchasing behavior for agri-food products. The weather could temporarily influence consumers' purchasing behavior of the agri-food, then it is necessary to establish the marketing strategy to promote the agri-food consumption by utilizing the weather effect. HMR manufacturers or retailers (marketers) should meet consumers' needs. As described above, it is important to spread the health functionality and value of the agri-food to young consumers and children who are potential consumers of the future.