초록
The purpose of this study were to identify the different farming styles of red pepper growers, to describe their characteristics and to get some implications far planning the agricultural development strategy in the area. The researcher surveyed quantitative and qualitative data through interview with researcher developed questionnaires from selected 99 farmers in Eumsung county, Chungbuk province, Korea. The researcher found the low types of red pepper farming: 'red-pepper-centric middle farmers', 'diversified larger farmers', 'red-pepper-dependant small farmers', and 'small farmers for own use'. Based on the above findings, the researcher could derive some implications as follows. Firstly, the difference of market strategy and marketing efforts among the four farming styles should be regarded as important considerations when planning the agricultural development strategy in Emsung county. Secondly, the cooperatives' red pepper marketing strategies in Eumsung county were focused on the processed red pepper products sold at middle or low priced by big retailers in urban areas. Therefore, the cooperatives should change their view point of quality, if they want to initiate the planning process of 'the production and marketing high quality red pepper'. Thirdly, the major efforts of Eumsung county Agricultural Technology Center (ATC) made efforts on increasing the productivity of red pepper farming, however, the technologies recommended by the ATC for farmers required more cost and labour especially for 'red-pepper-dependant small farmers' and 'diversified large farmers'. The ATC should make efforts to find new technologies for helping 'red-pepper-dependant small farmers' to reduce the use of pesticides and 'diversified large farmers' to use the regional images effectively for marketing their hish quality red peppers.
