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Permanent link (DOI): https://doi.org/10.7939/R3T727N97

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A Stated Preference Analysis of International Commodity Marketing: South Korean Hotel Meat Buyers' Perceptions of Canadian Beef, US Beef and Australian Beef Open Access

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Author or creator
Unterschultz, Jim
Quagrainie, Kwamena K.
Veeman, Michele M.
Kim, Renee B.
Additional contributors
Subject/Keyword
beef industry
beef market
consumer behaviour
Type of item
Report
Language
English
Place
South Korea
Time
1995
Description
Since the late 1980s, South Korea has become one of the most affluent and influential Asian countries. Korean consumers' food demands are changing with their increased income. Beef consumption has continuously grown since the reopening of the market to beef imports in 1988. Potential exists for the Canadian beef industry to penetrate the South Korean market for grain-fed beef. The United States and Australia dominate the Korean market for imported beef. Canada has not yet had major successes in penetrating the Korean market. This study conducted in November 1995 evaluates Korean attitudes towards Canadian beef relative to competing beef from the United States and Australia. The objectives are (1) evaluate the importance of country-of-origin (country brand) in buying decisions; (2) to gather information that may be used in developing marketing strategies to increase Canada's market share of grain-fed beef exports to Korea; (3) to provide a baseline measurement of Korean perceptions of beef sourced from Canada, the United States and Australia and; (4) to evaluate the suitability of stated preference survey methodology.
Date created
1996
DOI
doi:10.7939/R3T727N97
License information
Creative Commons Attribution-Non-Commercial-No Derivatives 3.0 Unported
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