< 목 차 >

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

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

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

Ⅱ. 양돈산업의 현황 ································6

1. 국내 양돈산업의 위치 ···································6

2. 돼지사육 현황 ··········································7

3. 양돈경영의 수익성 현황 ································10

4. 돼지고기 수급 현황 ····································12

5. 돼지의 가격 동향 ······································14

Ⅲ. 자조금의 조성과 운용 ··························16

1. 자조금의 조성 ·········································16

2. 자조금의 운용 ·········································18

3. 소비홍보사업과 교육 및 정보제공사업 세부내역 ··········21

1) 소비홍보사업 활동 세부내역 ····································21

2) 교육 및 정보제공사업 활동 세부내역 ····························23

IV. 소비홍보사업에 대한 소비자 설문조사 결과 ······25

1. 조사 개요 ·············································25

1) 조사목적 ······················································25

2) 조사연구내용 ··················································26

3) 조사방법 ······················································27

2. 조사결과 분석 ·········································28

1) 소비홍보사업 활동에 대한 소비자의 태도 ························28

(1) 인구통계 분석 ···············································28

(2) 양돈자조금사업에 대한 소비자의 인지도 ·······················39

(3) 소비홍보 광고에 대한 매체별 접촉률 ··························40

(4) 소비촉진광고의 효율성 ·······································43

(5) 소비촉진을 위한 가장 효과적인 방법 ··························47

(6) 돼지고기 구입 및 소비 행태 ··································50

(7) 돼지고기 구입 시 소비자 고려 사항 ···························53

(8) 돼지고기 구매 시 소비자 의식 조사 ···························56

(9) 평소 돼지고기 먹는 장소 ·····································63

(10) 구입처에 대한 소비 의식 조사 ·······························67

(11) 외식 또는 회식 시 소비행태 평가 ····························70

2) 양돈자조금사업에 대한 대의원 의식 조사 ························71

(1) 예산 편성 평가 ··············································71

(2) 사업별 만족도 평가 ··········································72

(3) 소비촉진을 위한 선행 조치 ···································77

(4) 소비촉진을 위한 효과적인 소비홍보방법 ·······················78

(5) 양돈자조금사업별 투자순위 ···································78

(6) 사업별 개선방안 조사 ········································80

3. 돼지고기 구매행태와 인구통계 특성에 따른 소비홍보사업에 대한 효과와 인식수준에 대한 분석 ·····················81

1) 분석모형 ······················································81

2) 분석에 사용된 주요 변수 설명 ··································83

4) 양돈자조금 소비홍보사업 효과 측정 ·····························87

(1) 소비홍보사업 인식여부에 따른 국산돼지 구매경험 ··············87

(2) 소비홍보사업 인식여부와 광고접촉 후 국산돼지 소비증가량 관계 89

5) 국산돼지고기에 대한 상대적 안전성 인식과 돼지고기 원산지 선호별 구매행태 ······················································91

V. 양돈자조금사업의 경제적 효과 ···················95

1. 분석모형 ··············································96

2. 자료설명 ············································100

1) 자료 기간 ···················································100

2) 자조금사업 구분 ··············································101

3) 자료에 대한 이해 ·············································102

3. 추정결과 ············································105

1) 양돈자조금사업 효과 ··········································105

2) 소비홍보사업과 교육 및 정보제공사업 활동 효과 ················108

(1) 기초광고, 기초광고 제외 광고활동, 홍보활동 효과 ·············108

(2) 교육 및 정보제공 활동 효과 ·································109

4. 양돈자조금사업 활동의 경제적 효과 ···················110

5. 특정 부위 돈육의 소비이전 효과 ······················113

VI. 요약 및 향후 추진방향 ························118

1. 연구결과의 요약 ·····································118

1) 양돈자조금의 조성 및 운영 ····································118

2) 소비홍보사업에 대한 소비자 태도 분석 ·························119

(1) 소비홍보사업 활동에 대한 소비자의 태도 ·····················119

(2) 양돈자조금사업에 대한 대의원 의식 조사 ·····················123

(3) 의사결정나무분석을 통한 소비홍보사업과 광고 효과 ···········126

3) 양돈자조금사업의 경제적 효과 ·································128

4) 특정 부위 돈육의 소비이전 효과 ·······························129

2. 양돈자조금사업의 향후 추진방향 ······················130