목 차

Ⅰ. 서론 ··························································································································1

II. 자조금의 조성과 운용 ····························································································3

1. 자조금의 조성 ········································································································3

2. 자조금의 운용 ········································································································5

Ⅲ. 양돈자조금사업에 대한 소비자의 태도 분석················································10

1. 표본의 특성 ········································································································10

1) 성별분포··············································································································10

2) 연령분포··············································································································10

3) 소득분포··············································································································11

4) 학력 분포············································································································11

5) 거주 주택의 형태······························································································12

6) 직업 분포············································································································12

7) 지역분포··············································································································13

2. 소비촉진활동에 대한 소비자의 태도 ··························································14

3. 돼지고기 소비촉진 광고에 대한 접촉률························································16

4. 광고에 대한 소비자의 태도 ··············································································17

1) 광고에 대한 호감도 ······················································································17

2) 돼지고기에 대한 인식도 변화 ········································································19

3) 돼지고기의 섭취의도 변화··············································································22

4) 돼지고기의 소비량 변화 ················································································24

5) 돼지고기 가격수준 인식··················································································26

6) 돼지고기 소비촉진 방법··················································································28

5. 돼지고기의 구입 및 소비행태 ··········································································31

1) 가족 외식시 선호하는 돼지고기 요리 ··························································31

2) 가정내 돼지고기의 선호도··············································································32

3) 직장인 돼지고기의 선호도··············································································33

4) 돼지고기의 구입처····························································································34

5) 돼지고기 구입시 고려요인··············································································35

Ⅳ. 양돈자조금사업의 경제적 효과········································································37

1. 돼지고기 소비함수 추정을 위한 전제····························································37

2. 돼지고기 소비함수 추정 ····················································································40

3. 양돈자조금사업이 양돈농가의 돼지판매수익에 미친 영향························44

4. 소비촉진활동에 의한 특정부위 돈육의 소비이전 효과 ······························46

Ⅴ. 요약 및 결론 ········································································································50