Browse > Article
http://dx.doi.org/10.5762/KAIS.2011.12.10.4328

A Review on Dynamic Changes of Consumer's Attributes and Marketing Mix Strategies of Cut Roses in Korea  

Kim, Bae-Sung (Center for Agro-Food Policy Research, Korea Rural Economic Institute)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.12, no.10, 2011 , pp. 4328-4336 More about this Journal
Abstract
The aim of this study is to find changes of the attributes that influence the purchase of cut roses during recent five years(2007~2011) and suggest some implications on ways to promote cut roses marketing. For this purpose, a survey was conducted through the Internet among 1,100 randomly chosen people living in Seoul, Inchon and Gyeonggi Province in 2011. A total of 1,023 valid replies were received for the analysis of the survey which was carried out by the subsidiary consulting firm. The survey panels and estimation models to analyze changes of consumers' preference attributes during recent five years are same to them of Kim, et al.(2007). That is, empirical analysis tools such as ordered probit model, multinomial logit model, and conjoint analysis were used according to Kim, et al.(2007). This paper suggests several policy implications to set up the target market of cut roses and marketing mix strategy to specify the best 4P(product, price, place and promotion).
Keywords
Cut Rose; Marketing Mix; Choice Experiments; Ordered Probit Model; Multinomial Logit Model;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Kim, Bae-Sung, et al., "A Review on Consumer's Attributes of Cut Flowers in Korea", Korean Journal of Agricultual Economics, 48(3), pp. 45-66, September 2007.
2 Park, Ki-Hwan, "A Comparative Analysis of Consumtion Behaviors and the Primary Factors of Consumption for the Cut Flowers in Korea and Japan", Korean Journal of Agricultual Economics, 46(4), pp. 235-254. December, 2005.
3 Park, Ki-Hwan, et. al., A Study on the Increasing Export for Vegetables and Floricultures, KREI Research Report R609-2, Korea Rural Economic Institute, 2010.
4 Storchmann, K., English Weather and Rhine Wine Quality: An Ordered Probit Model, Journal of Wine Research, Vol. 16, No. 2, pp. 105-119. 2005.   DOI
5 Yoo, Ki-Joon, "A Survey on the Actual Distribution of Differential Flowers", Korean Journal of Food and Marketing, 23(2), pp. 1-30, Jun, 2006.
6 Greene, W., Econometric Analysis, 5th edn, UpperSaddle River, NJ: Prentice Hall. 2003.
7 Korea Agro-Fishery Trade Corp. Consumption Patterns of Main Flowers in Korea, 2002, 2006, 2008.
8 Korean Ministry for Food, Agriculture, Forestry, and Fisheries, Current Status of Flowers 2010, 2011.
9 McCarthy, E. Jerome, William D. Perreault, Jr. and Joseph P. Cannon, Basic Marketing. A Managerial Approach, Irwin-Homewood, IL, 1990. 재인용
10 Hanley, N., S. Mourato and R. E. Wright., Choice Modelling Approached: A Superior Alternative for Environmental Valuation?, Journal of Economic Survey, Vol. No. 3. pp. 435-462. 2001.
11 Kang, Sung-Ok, et. al,. "Consumer Preferences and Sensibility Images by the Flower Color of Cut Roses", J. Kor. Soc. People Plants Environ. 12(5), pp. 61-69, 2009.
12 Kim, Bae-Sung, "A Survey Analysis on the Consumer's and Farmer's Perception of Biotechnology and Genetically Modified Organisms in Korea", Korean Journal of Agricultual Economics, 43(2), pp. 1-31. September, 2002.