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Product Attributes and New Product Strategies Affecting Consumer Purchases of Lycium Chinense  

Kwon, Ki-Dae (Department of Industrial Channels Management, Kongju National University)
Park, Won-Jong (Department of food Science & Technology, Kongju National University)
Kim, Shin-Ae (Department of Business Administration, Kongju National University)
Publication Information
Food Science and Preservation / v.15, no.4, 2008 , pp. 612-616 More about this Journal
Abstract
We studied new product presentation strategies for cheongyang Lycium chinense, and the attributes of consumers purchasing cheongyang; this is a popular herbal medicine. Attributes are characteristics or properties of a product, and generally refer to features regarded as evaluative criteria during decision-making. The key phrases found on data analysis were "free from disease" and "health". Makers or producers must conduct research and development to promote consumer demand for Lycium chinense, and they must overcome any consumer-held negative images of Lycium chinense attributes.
Keywords
Lycium chinense; buying attributes; new product strategies;
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Times Cited By KSCI : 3  (Citation Analysis)
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