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Measuring Consumers' Value of the Functional Processing Diet Rice Using the CVM and Marketing Strategy  

이순석 (농촌진흥청 농업경영정보관실)
오상헌 (농촌진흥청 농업경영정보관실)
조성주 (농촌진흥청 농업경영정보관실)
조재규 (농촌진흥청 농업경영정보관실)
정호근 (농촌진흥청 농업경영정보관실)
Publication Information
Food Science and Preservation / v.10, no.2, 2003 , pp. 169-174 More about this Journal
Abstract
This study is to estimate consumers' value of the functional processing diet rice using the multi bounded discrete choice CVM. The results is shown that householders are willing to pay 2,637won/kg, 2,983won/kg and 3,428won/kg(definitely, sure, not sure) for buying the the functional processing diet rice. Results also show that the estimate of the aggregated buying value of the functional processing diet rice is approximately 2,239 billion won in the definitely scenario in Seoul province. The marketing strategy of the functional processing diet rice is divided by the on line and off line marketing.
Keywords
The functional processing diet rice; multi bounded discrete choice; marketing strategy;
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