| Abstract: | Abstract The South Korean beef import market was deregulated in 2000. As the beef import quotas were lifted in January 2001, increased market opportunities became available for exporters. Beef exporters are allowed to have direct communication with beef merchandisers in South Korea, which enable them to respond to Korean consumer demand more effectively. Korean consumers apparently have a negative perception on the quality of imported beef. However, little information is available to guide international beef exporters in the design of an export market development program. This study used a consumer mail survey in order to examine the Korean consumer beef market. While this study is exploratory by nature, it goes beyond traditional demand analysis, and it aims to provide comprehensive information on the important factors affecting Korean consumers' beef purchasing behavior. Marketing implications for beef exporters are drawn. |
