<목 차>

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

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

2. 연구의 내용과 방법 ········································································· 3

II. 양돈산업의 현황과 구조변화 ············································· 7

1. 생산현황 ···························································································· 7

2. 양돈산업의 전업화/규모화 ···························································· 8

3. 돼지고기 수급현황 ········································································ 11

4. 돼지 산지가격과 돼지고기 도·소매가격 ··································· 15

Ⅲ. 자조금의 조성과 운용 ······················································ 17

1. 자조금의 조성 ················································································ 17

2. 자조금의 운용 ················································································ 21

Ⅳ. 소비촉진사업에 대한 소비자 설문분석 ····· 25

1. 조사의 개요 ···················································································· 25

1-1 조사목적 ······································································································ 25

1-2 조사방법 ····································································································· 27

1-3 조사대상 소비자의 개황 ········································································· 28

1-3-1 조사대상 소비자의 연령 ·································································· 29

1-3-2 조사대상 소비자의 거주지역 ·························································· 30

1-3-3 조사대상 소비자의 거주형태 ·························································· 31

1-3-4 조사대상 소비자의 학력 ·································································· 32

1-3-5 조사대상 소비자가구의 월평균 수입 ············································ 33

1-3-6 조사대상 소비자가구 가장의 직업 ················································ 34

1-3-7 조사대상 소비자가구의 가족 수 ···················································· 35

2. 조사결과 분석 ················································································ 38

2-1 소비촉진활동 사업에 대한 소비자의 태도 ·········································· 38

2-1-1 양돈자조금사업에 대한 소비자의 인지도 ···································· 38

2-1-2 양돈자조금사업에 대한 소비자의 지지도 ···································· 39

2-1-3 소비촉진활동 사업에 대해 소비자가 반대하는 사유 ················ 41

2-2 돼지고기 소비촉진 광고매체별 접촉률 ··············································· 42

2-3 소비자의 돼지고기 소비촉진 광고 접촉과 소비량 변화 ················· 45

2-3-1 돼지고기 소비촉진 광고 접촉과 돼지고기 소비량 변화 ·········· 45

2-3-2 돼지고기 소비촉진 광고 저지방부위 소비량 변화 ···················· 47

2-4 돼지고기 소비촉진 광고의 효율성 ······················································· 49

2-4-1 돼지고기 소비촉진 광고의 전달 효율성 ······································ 49

2-4-2 돼지고기 소비촉진 광고에 대한 호감도 ······································ 50

2-4-3 돼지고기 소비촉진 광고에 의한 소비자 인식 변화 ·················· 53

2-4-4 돼지고기 소비촉진 광고에 의한 소비자 섭취 의도 변화 ········ 56

2-5 돼지고기의 가정 내 및 외식 섭취 현황 ············································· 59

2-5-1 주부 대상 돼지고기 가정 내 및 외식 섭취 현황 ······················ 59

2-5-2 직장인 대상 돼지고기 가정 내 및 외식 섭취 현황 ·················· 60

2-6 돼지고기 소비촉진 광고 접촉 후의 소비변화 ··································· 60

2-6-1 소비촉진 광고로 인한 부위별 돼지고기 소비의 변화(주부) ··· 60

2-6-2 소비촉진 광고로 인한 부위별 돼지고기 소비의 변화(직장인) ··· 62

2-6-3 소비촉진 광고로 인한 돼지고기 소비량 증가여부 ···················· 63

2-6-4 소비촉진 광고로 인한 돼지고기 부위별 소비량 증가여부 ··········· 65

2-6-5 소비촉진 광고 접촉 후 돼지고기 소비량 변화 ······························ 66

2-6-6 소비촉진 광고 접촉 후 돼지고기 저지방부위 소비량 변화 ········· 68

2-7 돼지고기 가격에 대한 소비자 인식 ····················································· 71

2-8 돼지고기 소비촉진을 위한 효과적 방법에 대한 소비자 의견 ······· 72

2-9 돼지고기 소비촉진을 위한 효과적 홍보수단에 대한 소비자 의견 ··· 75

2-10 돼지고기 구입 및 소비행태 ································································· 78

2-10-1 외식 소비에서 선호하는 돼지고기 요리 ···································· 78

2-10-2 가정에서의 돼지고기 요리 선호도 ·············································· 81

2-10-3 돼지고기 주요 구입처 ···································································· 85

2-10-4 돼지고기 구입 시 주요 고려사항 ················································ 87

Ⅴ. 양돈자조금 소비촉진사업의 경제효과 ························· 90

1. 분석모형과 자료 ············································································ 91

1-1 분석모형 ····································································································· 91

1-2 자료설명 ····································································································· 95

2. 추정결과 ·························································································· 98

3. 돼지고기 소비촉진활동의 경제적 효과 ·································· 104

4. 특정부위 돈육의 소비이전 효과 ·············································· 107

Ⅵ. 연구결과의 요약 및 향후 추진방향 ··························· 111

1. 연구결과의 요약 ·········································································· 111

1-1 양돈자조금의 조성과 운영 ··································································· 111

1-2 양돈자조금 소비촉진사업의 소비자 설문분석 ······························· 112

1-3 양돈자조금 소비촉진사업의 경제효과 ··············································· 122

2. 양돈자조금사업의 향후 추진방향 ············································ 123

부록. 소비자 설문조사표 ······················································ 130