Analysis of Satisfaction and Willings to Pay for the High-Quality Satsuma Mandarin
2012
Ko, S.H., Jeju Special Self-Governing Province Agricultural Research and Extension Services, Seogwipo, Republic of Korea
By grasping consumers' satisfaction of high-quality satsuma mandarin and their willings to pay, this study aims to organize suggestions given for production of more competitive satsuma mandarin. First of all, a survey was made for 423 housewives living in big cities with respect to satisfaction of satsuma mandarin which they eat at normal times. The result shows that average satisfaction level is normal and the highest dissatisfaction factor is "not delicious". In the meantime, a survey was made to check satisfaction after having them taste satsuma mandarin with more than 12°Brix and less than 1% acid content. Average satisfaction was measured with 4.43 to a 5point of criteria. Adequate price for satsuma mandarin tasted by them was 2,427won/kg according to their suggestion and ratio of respondents was 94.8% who replied to purchase again at such price level. In conclusion, in order to promote consumption of Jeju satsuma mandarin, it is analyzed that an effort is required to supply them at high-quality through improvement of production infra and an enhanced of a sorting function.
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