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

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

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

Ⅱ. 양돈산업의 현황 ········································5

1. 국내 양돈산업의 위치 ·············································5

2. 돼지사육 현황 ····················································6

3. 양돈경영의 수익성 현황 ···········································8

4. 돼지고기 수급 현황 ··············································10

5. 돼지의 가격 동향 ················································12

Ⅲ. 자조금의 조성과 운용 ··································15

1. 자조금의 조성 ···················································15

2. 자조금의 운용 ···················································16

2-1 소비홍보 활동 세부내역 ······································18

Ⅳ. 양돈자조금 소비촉진사업에 대한 소비자 설문조사 분석 ··· 21

1. 조사 개요 ·······················································21

1-1 조사목적 ····················································21

1-2 조사연구내용 ················································21

1-3 설문조사방법 ················································22

1-4 조사대상 소비자의 개황 ······································23

1-4-1 조사대상 소비자의 연령 ································23

1-4-2 조사대상 소비자의 거주지역 ·····························25

1-4-3 조사대상 소비자의 가족 수 ······························26

1-4-4 조사대상 소비자의 거주 형태 ····························27

1-4-5 조사대상 소비자 가장의 직업 ····························28

1-4-6 조사대상 소비자의 학력 ·································29

1-4-7 조사대상 소비자의 월평균 수입 ··························30

2. 조사 결과 분석 ··················································32

2-1 소비촉진활동 사업에 대한 소비자의 태도 ······················32

2-1-1 양돈자조금사업에 대한 소비자의 인지도 ··················32

2-1-2 양돈자조금사업에 대한 소비자의 지지도 ··················33

2-1-3 소비촉진활동 사업에 대해 소비자가 반대하는 이유 ········34

2-2 돼지고기 소비촉진 광고매체별 접촉률 ·························36

2-3 소비자의 돼지고기 소비촉진 광고 접촉과 소비량 변화 ··········37

2-3-1 돼지고기 소비촉진 광고 접촉과 돼지고기 소비량 변화 ·····37

2-4 돼지고기 소비촉진 광고의 효율성 ·····························39

2-4-1 돼지고기 소비촉진 광고의 전달 효율성 ···················39

2-4-2 돼지고기 소비촉진 광고에 대한 호감도 ···················41

2-4-3 돼지고기 소비촉진 광고에 의한 소비자 인식 변화 ·········42

2-4-4 돼지고기 소비촉진 광고에 의한 소비자 섭취 의도 변화 ····43

2-5 수입산 쇠고기의 대체수요에 대한 소비자 반응 조사 ············45

2-6 돼지고기 원산지에 대한 소비자 의식 조사 ·····················46

2-6-1 돼지고기 구매 시 국내산의 확인여부 ·····················46

2-6-2 돼지고기 구매 시 신선도와 안전성에 대한 의견 ···········48

2-6-2-1 돼지고기 구매 시 신선도 대한 의견 ·················48

2-6-2-2 돼지고기 구매 시 안전성 대한 의견 ·················51

2-6-3 돼지고기의 안전성에 대한 추가 지불의사 ·················54

2-7 돼지고기 원산지표시제도에 대한 소비자 인식 ··················56

2-7-1 돼지고기의 원산지표지제도 필요성에 대한 의견 ···········56

2-7-2 돼지고기의 원산지표시제도 시행에 대한 인지도 ···········57

2-7-3 현행 돼지고기 원산지표시제도에 대한 의견 ···············58

2-8 돼지고기 가격에 대한 소비자 인식 ···························60

2-9 돼지고기 소비촉진을 위한 효과적 방법 ·······················62

2-10 돼지고기 소비촉진을 위한 효과적 홍보수단에 대한 소비자 의견64

2-11 돼지고기 구입 및 소비 행태 ································65

2-11-1 가정에서의 돼지고기 소비 행태 ·························65

2-11-2 외식시 돼지고기의 소비 행태 ···························67

2-11-3 돼지고기 구입 시 고려하는 사항 ························70

V. 양돈자조금 소비촉진사업의 경제효과 ····················72

1. 2008년 소비촉진활동 수익증대효과 분석 ··························73

1-1 분석모형 ····················································73

1-2 자료설명 ····················································77

1-2-1 자료기간 ··············································77

1-2-2 소비촉진활동 구분 ······································78

1-2-3 자료에 대한 이해 ·······································78

1-3 추정결과 ····················································81

1-3-1 총소비촉진활동( ) ···································81

1-3-2 기초광고( )와 캠페인 및 PR사업(  ) ···············84

1-4 돼지고기 소비촉진활동의 경제적 효과 ·························86

2. 자조금 거출금 증가분에 대한 영향 분석 ···························89

2-1 분석모형 ····················································89

2-1-1 가정 ···················································89

2-1-2 모델 ···················································90

2-2 균형전이모델과 거출금 증가 영향 ·····························92

2-2-1 균형전이모델(EDM: Equilibrium Displacement Model) ····92

2-2-2 거출금 증가 영향 결과 ··································94

3. 특정부위 돈육의 소비이전 효과 ···································95

VI. 요약 및 향후 추진방향 ·······························101

1. 연구결과의 요약 ················································101

1-1 양돈자조금의 조성 및 운영 ·································101

1-2 소비촉진 사업에 대한 소비자의 태도 분석 ···················102

1-3 소비촉진사업의 경제적 효과 ·······························108

1-4 특정부위 돈육의 소비이전효과 ·····························109

2. 양돈자조금사업의 향후 추진방향 ·································111

부록. 소비자 설문조사표 ··································117