딸기 품종 선택의 중요도와 만족도

We analyzed farmers’ selection of strawberry varieties in terms of the Importance-Satisfaction. We chose strawberries varieties such as ‘Seolhyang’ being cultivated at the most area in Korea and collected data from surveying 177 farmers cultivating strawberries in Sancheong, Jinju, Nonsan and other areas from June 30 to October 12, 2016. We first selected nine attributes variables related with strawberry varieties selection and conducted an exploratory factor analysis on their validity as factors. We selected six measurement variables out of nine attributes according to the Kaise-Meyer-Olkin measures and Bartlett’s test of Sphericity. Second, we conducted Importance- Satisfaction Analysis(IPA) on selected six measurement variables which include convenience on cultivation, resistance on diseases & pest insects, sales, yields, consumer preferences, and earnings. The IPA results showed that both yields and earnings are found to be high in terms of importance and satisfaction, thus being a factor to be maintained continuously. Resistance on disease & pest insects are found to be high importance but low satisfaction, thus being a factor to be improved first of all. Convenience on cultivation is found to have both low importance and satisfaction, thus being a factor to be improved over long-terms. On the other hand, factors such as convenience on sales and consumption preferences are found to have low importance but high satisfaction, implying that maintaining the current status, or investing more resources to improve consumer preferences might be an efficient strategy.