A Survey of A Survey of Kwangju city housewives' Kwangju city housewives' rice consumption pattern rice consumption pattern

Chonnam National University

Park, Jun-Keun

Jang, Duk-Ki

Yoon, Hyeon-Mi

2004. 7.

Objective - analyze city housewives’ rice consumption pattern and an

d to develop countermeasures of rice industry using the information obtained from the survey.

Contents

1) Rice purchasing pattern of housewives

2) Perception on the rice quality and agrotype of rice that hous

ewives prefer

3) Preference on environment-friendly rice

4) Attitude to imported rice

Objective and Contents

Survey period: July 1, 2004 ~ July 10 Survey area: Kwangju City’s 5 Gu(district) Survey target: 100 Housewives

(Unit: person)

DistrictAge

Total

number

Under 30’s 40’s Over 50’s

Kwang San Gu

6 7 7 20

Nam Gu 7 6 7 20

Dong Gu 6 7 7 20

Buk Gu 5 8 7 20

Seo Gu 7 8 5 20

Total 31 36 33 100

General Description of Survey

Rice Purchasing place

place

AgeRice shop

Super Market NACF

Large size discount store

Depart-ment Store

DirectTran-saction

Rela-tives etc Total

(%)

Under30’s 3 3 2 11 0 3 14 0 31

(31%)

40’s 8 5 6 8 0 0 15 2 36(36%)

Over 50’s 7 7 12 6 1 3 12 4 33

(33%)

Total(%)

18(13.6%)

15(11.4%)

20(15.2%)

25(18.9%)

1(0.7%)

6(4.5%)

41(31.2%)

6(4.5%)

100/132

(100%)

Direct purchase from the farm and relatives : 35.5% Purchase from chain store and large discount store: 34.2% Rice Purchasing place by age - 30~40’s : Chins Store and Large size discount store - over 50’s : NACF market (Unit: person, %)

Whether or not consider agro-type

Chuchong4%

Brand ofrice41%

TongJinRice16%

Etc19%

Species'name20%

Recognizing agro-type

Know : 43% Do not Know : 57%

Do notConsider

31%

consider69%

Consideration of Agro-type of riceWhen buy

Attitude to Brand-whether to look at brand or not when buy rice

Priority of Rice brand

Pungkwangsuto 27.5%Reclaimed land Rice 5.5%Hanpyongnabi 2.9%Haenamttangkkeut 2.8%Janghung 2.2%Rice of Wanggun 1.6%Youngam 1.5%Gyeonggiicheon 1.3%Dalmaji 1.1%Shintoburi 1.0%Rice of Falling in love at Glance1.0%Rice of taste of LAND-END 1.0%

do notconsider

40%

consider60%

Recognition of rice brand When buy

age pur-chasing unit

Under 30’s 40’s Over 50’s Total

Under 10kg

5 5 1 11

10~20Kg 6 4 4 14

20~30kg 12 21 18 51

30~40kg 2 1 5 8

40~50kg 3 3 2 8

50~60kg 2 1 3

Over 60kg 1 1 3 5

Total 31 36 33 100

Amount of rice purchase for 1 month

Package unit of rice that Kwangju city housewives prefer most - 20kg 72%, 40kg 14%, 10kg 8%

(unit: person)

agro- type17%

area38%

Manufacturing date

9%

weight5%

others13%

productionyaer18%

Description on rice packaging Important consideration when buy rice

Apperance9%

Price12%

agro-type

13%

productionyear24%

others11%

area& producer

10%

Brand name11%

Environ-ment-friendly

10%

Attitude to rice price

Most people think that present price is suitable. 62% of people purchases at the price of 40,000~50,000 won.

low15%

too low4%

high23%

suitable58%

age

Price

Under 30’s

40’sOver 50’s

Total

Too high

9 7 7 23

Suitable

17 21 20 58

Low 4 6 5 15

To low 1 2 1 4

Total 31 36 33 100

Income

Price

Under 1

(million

Won)

1~2 2~3 3~4 4~5 Over 5 Total

Too high 2 7 6 4 2 2 23

Suitable 4 13 21 13 4 3 58

Low 2 4 4 3 2 15

To low 1 1 1 1 4

Total 7 23 32 22 9 7 100

Attitude to rice price Rice price by Income (Unit:

person) Rice Price by age

Attitude by ages: Housewives under 30’s think that price is expensive. Attitude by income group

- People under 3 million won income feels that rice price is high. However, gap between income groups is not big.

Kwangju families’ eating habit I Family style : Man&wife +Children 77% , Parents+Man&wife+Children 11%, Man&wife 8%, etc 4%

Kind of Breakfast

7865

12

79

0102030405060708090

100

Husband Wife Children etc

%

etcJuice,vagitable juice, health foodbread+milkrice

the number of taking breakfast in a week

58 56 40

80

102030405060708090

100

husband wife chirdren etc

%

none 1~2 3~4 5~6 everyday

The number of taking breakfast of children is less than that of parents (phenomenon of disliking rice)

Kwangju families’ eating habit II

Preference on Quality of rice

Housewives over 50’s think that current quality of rice is good rather than housewives of 30’s to 40’s think. judgment base to decide quality of rice: taste 77% safety&sanitation 31% price 28%

general51%

highquality33%

lowquality

1%very highquality15%

11 8

14

1823

10

0

5

10

15

20

25

30

35

40

under 30's 40's over 50's

person

very high quality high quality

general low quality

Preference preference by age

Recognition of environment-friendly rice

by age

8 6 6

11 17 18

11

127

0

5

10

15

20

25

30

35

40

under 30's 40's over 50's

person

very much concern much concern normal little concern none

the older, the more interest in environment-friendly rice

4 5 62 32

8

17 13

4 22

11

10

3

3

05

101520253035

under 1million

won

1~2 2~3 3~4 4~5 over 5

명

very much concern much concernnormal little concernnone

Recognition of environment-friendly rice depending on income

There is much interest in environment-friendly rice in the group of relative high income over 3 million won per month.

reason

Age safety health flavour freshness nutrition relativesWell-

being

Anticipa

tionsupport

Total

(%)

Under 30’s 2 7 1 0 1 0 1 2 1 11(30.6%)

40’s 5 10 1 4 1 2 2 2 2 13(36.1%)

Over 50’s 4 8 0 1 1 1 1 1 1 12(33.3%)

Total(%)

11(17.7%)

25(40.3%)

2(3.2%)

5(8.1%)

3(4.8%)

3(4.8%)

4(6.5%)

5(8.1%)

4(6.5%)

36/62(100%)

Reason of purchasing environment-friendly rice by age

Primary reason for purchasing environment-friendly rice is for the health without regard to age.

(Unit: person, %)

reason

incomesafety health flavour freshness nutrition relatives

Well-

being

Anticipati

onsupport

Total

(%)

1~2Million

won1 2 0 1 0 0 0 1 0 4

(11.1%)

2~3 3 8 0 1 0 0 2 2 2 12(33.3%)

3~4 5 8 1 1 2 1 0 2 1 11(30.6%)

4~5 1 4 1 2 1 1 2 0 0 5(13.9%)

Over 5 1 3 0 0 0 1 0 0 1 4(11.1%)

Total(%)

11(17.7%)

25(40.3%)

2(3.2%)

5(8.1%)

3(4.8%)

3(4.8%)

4(6.5%)

5(8.1%)

4(6.5%)

36/62(100%)

Reason of purchasing environment-friendly riceby income

(단위 :명 , %)

difficulty tobuy 11%

high price31%

notcreditable

23%

similarquality withgeneral rice

8%

others(selfproducing,relatives)

27%

Reason of not purchasing environment-friendly rice

Buying reason : Health

Not buying reason : not creditable, price

necessity of safety emphasis as food

Willing to buy environment-friendly rice by age

ageWilling to buy Under 30’s 40’s Over 50’s Total

No response 1 1

Buy at similar price 7 9 8 24

Buy at 10% higher price 16 21 17 54

Buy at 20% higher price 4 5 7 16

Buy at 30% higher price 2 1 3

Buy at 50% higher price 1 1

Buy at 100% higher price 1 1

Total 31 36 33 100

(unit: person)

At the range of 10-20% higher price, older people are more willing to buy environment-friendly rice than younger people.

People of high school(38%) and university(32%) education have high level of recognition on the Produce’s traceability than the people of middle school education(29%)

4

15

78

31

15

0

10

20

30

40

50

60

Primaryschool

Middle Highschool

University

person

know well knowdo not know never know

do notknow66%

know34%

Recognition on produce’s traceability Recognition of produce’s taceability by education

Recognition of Produce’s traceability

Young wives’ (under 40’s) inclination to buy cheap imported rice is higher and flexible than that of elder housewives (over 50’s)

not buy82%

buy18%

Intention to buy imported rice

3 2 2

2627

29

05

10152025303540

under 30's 40's over 50's

명

same price 1/2 price

1/3 price 3/4 price

never willing to buy

Intention to buy imported rice by age

Intention to buy imported rice

The younger and more educated, the more interest on environment-friendly rice

157 4

11

11

3

8

9

44

9

8

0

5

10

15

20

25

30

35

40

Environment- friendly

rice

agro- type

development

production

technologies

functional rice storage&processing

skill

others

person

under 30's 40's over 50's

Means of achieving competitiveness of domestic rice by age

How to achieve competitiveness of domestic rice

2 4 4

18 15 13

7

14

0

5

10

15

20

25

30

35

40

Environment- friendly

rice

agro- type producton

technologies

functional rice storage&processing

skill

etc

person

Primary school Middle High University

How to achieve competitiveness of domestic rice

Means to achieve competitiveness of domestic rice by education

6917 108

21

23

9

0

10

20

30

40

50

60

70

environment-friendly rice

revealedproducers'

name

low price's famous brand functional

person

under 30's 40's over 50's

The types of rice that housewives want to buy is environment-friendly rice

regardless of age group.

Types of rice that wives want to buy in the near future

1. Main place of purchasing rice 1) Relatives + Direct 35.5% Many fixed rice customer 2) Chain Store + Big discount store 34.2% Importance of big mart

2. Rice purchase and eating habit that housewives prefer 1) Confusing of agro-type and brand Active public relations and education requirement 2) 60% of customers buy rice based on brand name Importance of brand 3) Most preferred package unit is 20Kg 4) Many people think that current price is resoanable : 40,000~50,000won per 20kg unit is 62%. 5) description Item that must be written on rice packaging : place of origin 6) Breakfast (Parents 79%, Children 65%) phenomenon for children of disliking rice 7) High quality rice can make good taste of cooked rice: 77% Importance of the cooking as well as agro-type

<Summary>

3. Preference on environment-friendly rice 1) Interest (66%) No experience of purchase (64%)

2) Reason to buy: Health, Safety(58%) Emphasis on safety as food

3) Recognition on Produce’s traceability (34%)

Public relations and education are needed

4) willing to buy environment-friendly rice

(At similar and under 10% higher price: 78%)

4. Attitude to imported rice negative response to imported rice (82%): This figure hardly be believed

because consumers are not accessible to imported rice at stores currently.

5. Means to achieve competitiveness of rice : environment-friendly agricultural technologies and Improvement of agro

-type (61%)

Possibility of consumption increase

Importance of inexpensive production technology and method

<Summary>