95.5% Repurchase Intention for Motnani Agricultural Products: "No Quality Difference and Affordable"

by Lim Chunhan

Published 10 Feb.2021 06:45(KST)

Consumer Agency Conducts Survey of 2,000 People... Plans Awareness Improvement Campaign

[Image source=Yonhap News]

[Asia Economy Reporter Lim Chun-han] Although the quality is not a major issue, consumer satisfaction is high for 'ugly agricultural products' with defective appearances.

According to a survey conducted by the Korea Consumer Agency from November 23 to 27 last year targeting 2,000 consumers, 60.5% of all respondents said they had purchased ugly agricultural products. Among them, 95.5% expressed their intention to repurchase ugly agricultural products.

The main reason for purchasing ugly agricultural products was "because the price is cheaper than regular agricultural products" at 46.4%, followed by "because there is no significant difference in quality" (28.4%), and "for use in dishes where appearance is not important, such as juice or extract" (14.2%).

The overall satisfaction with ugly agricultural products was an average of 3.71 out of 5 points. By category, taste/texture and price scored relatively high at 3.95 and 3.64 points respectively. On the other hand, satisfaction with accessibility (3.25 points) and appearance (3.14 points) was relatively low.

Among respondents who had purchased ugly agricultural products, 55.6% cited securing accessibility as a measure to promote purchases, and 17.3% said promotion should be strengthened. The places where ugly agricultural products were purchased (multiple responses allowed) were large supermarkets (42.3%), traditional markets (32.7%), and online (28.8%), in that order.

The main items purchased (multiple responses allowed) were fruits at 72.7%, followed by tubers (crops using tuberous stems or tuberous roots such as potatoes and sweet potatoes) and vegetables at 51.7% and 39.8%, respectively.