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1 Out Of 2 Korean Consumers Decreased Their Spending On Local Beef/Pork Under The Influence Of Local Foot-And-Mouth Disease Shock

News provided by The Nielsen Company
April 05, 2011 10:19 KST

SEOUL --(Korea Newswire) April 05, 2011 -- Approximately 1 out of 2 Korean consumers(48.2%) decreased their spending on local beef/pork under the influence of foot-and-mouth(FMD) disease shock.

This finding is the result of the survey conducted by Nielsen Company Korea, a global information and measurement company, between February 25 and March 4, 2011 among 1,000 internet users in major cities (Seoul, Daejeon, Daegu, Gwangju and Busan).

Nielsen Korea also asked respondents their perception on FMD and purchase sentiment. It is concluded that those who are incorrectly aware of FMD decreased their purchase intention of local beef/pork. However, 1 out of 2 among those who are correctly informed answered their purchase intention was declined, too, even they are well informed that foot-and-mouth disease is not spread out to people, nor harmless if we eat infected meats which are cooked and FMD infected meats are not circulated in the market.

Approximately 1 out of 2 consumers(44.5%) among those who answered their purchase intentions dropped down after FMD shock said they buy other meats(i.e. chicken or duck) instead of beef/pork. 33% of them answered they will not spend on local beef/pork for a while. 22.5% said they will purchase imported beef/pork.

“This finding is convinced that local consumers’ purchase sentiment was weakened led by FMD. The prices of local beef/pork are rising as its supply is on the decrease, what is worse, wrong perception on the FMD has caused serious anxiety for purchasing Korean beef/pork and increase of consuming imported meats. Now we need to establish policies to recover price competitiveness for local farming household as well as promotional strategy to relieve public concerns.” analysed Won-Seok Choi, Director of Socio Public Research, Nielsen Company Korea.

About The Nielsen Company

The Nielsen Company (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related assets. The company has a presence in approximately 100 countries, with headquarters in New York, USA. For more information on The Nielsen Company, visit www.nielsen.com.

Contact

Hee-Jung Yang
02.2122.7080
heejung.yang@nielsen.com

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