The Consumers' Perception of Rice Quality and Characteristics of Its Distribution Channel

쌀의 유통경로별 소비자들의 품질인식 및 특성에 관한 연구;대안적 농식품 네트워크 논의를 중심으로

The objectives of this study were to identify the cause of consumers for purchasing foods from various distribution channels, and to compare with characteristics of consumers by each distribution channel. The distribution channels as the basis of comparison were four types namely, the consumer cooperatives / environment－friendly specialized stores, large retail discount stores, direct marketing and parents / relatives. The researcher developed a questionnaires, and a total of 190 questionnaires were collected and 186 of them were analyzed. The data were analyzed utilizing the SPSS－WIN 12.0K program and major statistical technique were mean, percentage, t－test, Chi－square test, ANOVA. There were differences in the quality perception, demographical characteristics, relationship with rural communities and personal experiences of the consumers according to the distribution channels.