<목 차>

Ⅰ. 서 론 ·················································································· 1

1. 연구의 필요성과 목적 ····································································· 1

2. 연구의 내용과 방법 ········································································· 2

II. 자조금의 조성과 운용 ·························································· 5

1. 자조금의 조성 ·················································································· 5

2. 자조금의 운용 ·················································································· 8

Ⅲ. 양돈자조금 사업에 대한 소비자 반응 분석 ·············· 13

1. 조사의 개요 ···················································································· 13

1-1 조사목적 ······································································································ 13

1-2 조사방법 ····································································································· 13

1-3 조사대상 소비자의 개황 ········································································· 15

1-3-1 조사대상 소비자의 연령 ·································································· 15

1-3-2 조사대상 소비자의 거주지역 ·························································· 16

1-3-3 조사대상 소비자의 거주형태 ·························································· 17

1-3-4 조사대상 소비자의 학력 ·································································· 18

1-3-5 조사대상 소비자가구의 월평균 수입 ············································ 19

1-3-6 조사대상 소비자가구 가장의 직업 ················································ 20

1-3-7 조사대상 소비자가구의 가족 수 ···················································· 21

2. 조사결과 분석 ················································································ 24

2-1 소비촉진활동 사업에 대한 소비자의 태도 ·········································· 24

2-1-1 소비촉진활동 사업에 대한 소비자의 지지도 ······························ 24

2-1-2 소비촉진활동 사업에 대한 소비자의 반대 이유 ························ 25

2-2 돼지고기 소비촉진 광고매체별 접촉률 ··············································· 27

2-3 소비자의 돼지고기 소비촉진 광고 접촉과 소비량 변화 ················· 30

2-3-1 돼지고기 소비촉진 광고 접촉과 돼지고기 소비량 변화 ·········· 30

2-3-2 돼지고기 소비촉진 광고 저지방부위 소비량 변화 ···················· 31

2-4 돼지고기 소비촉진 광고의 효율성 ······················································· 33

2-4-1 돼지고기 소비촉진 광고의 전달성 ················································ 33

2-4-2 돼지고기 소비촉진 광고에 대한 호감도 ······································ 35

2-4-3 돼지고기 소비촉진 광고에 의한 소비자 인식 변화 ·················· 37

2-4-4 돼지고기 소비촉진 광고에 의한 소비자 섭취 의도 변화 ········ 40

2-5 돼지고기의 소비 현황 ············································································· 42

2-5-1 돼지고기 소비현황 (주부 대상 조사) ··········································· 42

2-5-2 돼지고기 가정소비 및 외식소비 현황 (직장인 대상 조사) ····· 43

2-6 돼지고기 소비촉진 광고 접촉 후의 소비변화 ··································· 43

2-6-1 소비촉진 광고로 인한 부위별 돼지고기 소비의 변화 ·············· 43

2-6-2 소비촉진 광고로 인한 돼지고기 소비량 증가여부 ···················· 45

2-6-3 소비촉진 광고로 인한 돼지고기 부위별 소비량 증가여부 ······ 46

2-6-4 소비촉진 광고 접촉 후 돼지고기 소비량 및 소비지출액 변화 ···· 47

2-6-5 소비촉진 광고 접촉 후 돼지고기 저지방부위 소비량 및 소비지출액 변화··· 50

2-7 돼지고기 가격에 대한 소비자 인식 ····················································· 54

2-8 돼지고기 소비촉진 방법에 대한 소비자 의견 ··································· 55

2-9 돼지고기 소비촉진 홍보방법에 대한 소비자 의견 ··························· 59

2-10 돼지고기 구입 및 소비행태 ································································· 62

2-10-1 외식 소비에서 선호하는 돼지고기 요리 ···································· 62

2-10-2 가정에서 돼지고기 요리 선호도 ·················································· 67

2-10-3 돼지고기 주요 구입처 ···································································· 70

2-10-4 돼지고기 구입 시 주요 고려사항 ················································ 72

Ⅳ. 양돈자조금사업의 경제적 효과 분석 ··························· 74

1. 분석모형과 자료 ·········································································· 75

2. 추정결과 ························································································ 80

3. 소비촉진활동에 의한 특정부위 돈육의 소비이전 효과 ······· 84

Ⅴ. 요약 및 결론 ······································································· 91