쌀 브랜드에 대한 소비자 인식과 구매 행태

• 영문명: Consumer Perceptions and Buying Behavior of Branded Rice
• 발행기관: 한국농촌지도학회
• 저자명: 고순철(Soon Chul Ko) 권오박(Oh Park Kwon)
• 간행물 정보: 『농촌지도와 개발』10권 1호, 87~101쪽, 전체 15쪽
• 주제분류: 농수해양 > 기타농수해양
• 파일형태: PDF
• 발행일자: 2003.06.30

영문 초록

Recently, rice producers and related institutions have started to brand sale. Despite such trend and the significance of rice brnading to many parties including policy markers, no previous reserch has studied the relationship between consumers' psychological and socio-economic factors that underline consumer choice and judgment of branded rice. This paper discusses the variables related to branding through a survey based on 242 convenience consumer samples selected in Seoul metropolitan area in Korea, and presents the results and their implication for future research. The major findings are: 1) Consumers are reasonably well aware of rice-branding practices, and the main source of such information is in-store displays and packages, 2) It appears that consumers in general choose a rice brand based mainly on its taste and nutrition, and 3) the perceived difference among rice brands differs depending on some consumer characteristics. The perceived differences among rice brands in taste and in nutrition are relatively high for brand-loyal consumers and high-income consumers respectively. The perceived difference among rice brands in brand reputation is also relatively high for young, low-income, and brand-loyal consumers.

목차

Summary

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 방법 및 절차

Ⅳ. 분석결과 및 해석

Ⅴ. 결론

Ⅵ. 참고문헌

키워드

Branded rice Consumer perception Buying behavior