• Journal of Agricultural Extension & Community Development
• /
• v.12 no.2
• /
• pp.173-185
• /
• 2005

This article indicates that the perceptions on the quality of agro-food are socially constructed. Farmers who were producing red pepper in Eumsung county had somewhat different perceptions on the quality of red pepper according to their own marketing channels. Farmers who were selling their red pepper to consumers by direct marketing tend to think the quality attributes more important as follows; information on producers, ingredients, taste and smell, amount of pesticides input, cleaning the harvested red pepper, quality certification by public authority, and brands. Consumers tend to think safety and production area more important, while farmers tend to think the quality attributes as follows; taste, color, variety, soil environment, and largeness. Based on these research findings, we can give some recommendations as follows; 1) the agricultural extension organization in the Eumsung county should change the strategy for local agriculture towards quality management of red peppers. and 2) the local government need to examine the feasibility of quality certifying on red pepper.

• Culinary science and hospitality research
• /
• v.11 no.4 s.27
• /
• pp.214-227
• /
• 2005

The study was initiated to diagnose the problems and future direction of domestic environmentally friendly agriculture by analyzing the overall opinions of producers and consumers of environmentally friendly agriculture. The collected data were analyzed and tabulated. The research results show that relatively people of 30s${\sim}$40s are the main target groups for the marketing of environmentally friendly agricultural products. When environmentally friendly agricultural products were consumed, right information on safety of environmentally friendly agricultural products should be addressed to customers, and confidence to them has to be brought about from customers.

• Journal of the Korean Society of Food Culture
• /
• v.27 no.4
• /
• pp.331-339
• /
• 2012

The study examined the moderating effects of the relationship among purchase motivation, satisfaction, and loyalty in a farmer-to-consumer direct market. Data were collected from 426 consumers of direct sale agricultural products who visited nine rural villages across the country. The SPSS 15.0 and LISREL 8.80 statistical package were used for frequency, reliability, exploratory factor, confirmatory factor, and path analysis. Results showed that 'product factor', 'experience factor' and 'economic factor' among purchase motivation had positive effects on satisfaction and satisfaction had positive effects on loyalty. The analysis also indicated that gender moderated the relationship among purchase motivation, satisfaction, and loyalty. Whereas product and economic factors among purchase motivations had positive effects on satisfaction in the male group, product and experience motivation were important factors for female group. These results could enable direct sales marketers to develop marketing techniques to expand farm sales.

• Korean Journal of Agricultural Science
• /
• v.44 no.3
• /
• pp.332-338
• /
• 2017

This study was conducted to investigate the effect of 1-methylcyclopropene (1-MCP), a known ethylene action inhibitor, on fruit quality and incidence of physiological disorders during a simulated marketing period in new mid-season Asian pear (Pyrus pyrifolia Nakai) 'Changjo'. Flesh firmness of untreated control fruits was maintained with a hardness of 20.2 N until day 14 of simulated marketing but decreased rapidly to 6.2 N at day 21 of simulated marketing; losing its commercial quality. However, the firmness of 1-MCP treated fruits remained high (> 20.7 N) during the same period. Quality indices such as soluble solids content and titratable acidity in 'Changjo' pear did not show any significant differences during simulated marketing period regardless of 1-MCP treatment. For the difference in skin color, redness ($a^*$) tended to increase as simulated marketing period became longer, and 1-MCP treatment delayed this change by 7 days compared to the untreated fruits. No decrease occurred in ethylene production level with 1-MCP treatment in 'Changjo' pear. Meanwhile, 1-MCP treated pears showed a significantly lower respiration rate compared to the untreated fruits. Also, 1-MCP treatment effectively reduced the incidence of physiological disorders including internal flesh browning and mealiness symptoms during simulated marketing periods of 21 and 14 days, respectively. Therefore, we conclude that the use of 1-MCP is recommended for quality maintenance and for prevention of physiological disorders during simulated marketing periods of ${\geq}7days$ for mid-season Asian pear 'Changjo'.

• Journal of Agricultural Extension & Community Development
• /
• v.4 no.1
• /
• pp.195-199
• /
• 1997

Under the WTO, Bang-Wha country's agriculture is experiencing many difficulties and environmental changes. For overcoming this situation, some agricultural development strategy should be established in Bong-Wha county. First, special agricultural products adapt to local condition should be produced. Second, innovation technics should be developed in local agriculture. Third, marketing activities should be improved in local agricultural products. Finally, organic agricultural products' development should be activated.

• Korean Journal of Agricultural Science
• /
• v.25 no.2
• /
• pp.321-328
• /
• 1998

This study was performed to provide reference materials for the vegetable cultivating farmhouses by investigating profit and marketing situation for the folk vegetables. The survey areas covered 10 cities and counties including Kumsan, 72 farmhouses, and 8 crops including buffterbur and wild rocambole. As a result, the cultivated area of folk vegetables was increased as much as 13.7%, however, marketing cost was higher than that of horticultural crops, because they were not accessed to wholesale market. It was that the optimal period to sell the folk vegetables was shown like Jan. - Feb. for butterbur and day lily, Nov. - Dec. for wild rocambole, and Oct. - Nov. for kind of lettuce respectively. As the result of analyzing economical efficiency, the net profit per 0.1 ha was amounted to 3,438,000 won for butterbur, 3.291,000 won for wild rocambole 1,712,000 won for day lily, and 1,464,000 won for fatsia shoots. Besides, these four crops occupied more than 60% in cultivation area, and their profit was high. Therefore, it is necessary to foster them with special crops in Chnugnam area. The crops that require more labor time were such crops as 632.9 hours for day lily, 584.3 hours for butterbur, and 409.2 hours for fatsia shoots, whereas the crops that required less labor time were such field crops as 219.2 hours for fragrant edible wild aster and 233.8 hours for kind of lettuce.

• Journal of Distribution Science
• /
• v.12 no.2
• /
• pp.73-79
• /
• 2014

Purpose - The Korean government has revised the distribution industry development law to regulate large-scale retailer operations to protecting medium- and small-scale retailers and traditional markets. According to the revised law, large-scale retailers must follow regulations on operating hours and compulsory store closures two days per month. Based on the revised distribution industry development law, most local governments regulate operation hours and they have adopted compulsory closure programs for large-scale retail stores. However, it is argued that fresh food producers suffer from a decrease in sales based on the compulsory closure of stores operated by large-scale retailers. Large-scale retailers reduce their fresh food orders from agricultural and fishery producers because of the compulsory store closures. Fresh food producers also suffer from a decrease in prices because reduced orders lead to a decrease in auction prices based on the availability of excess goods in wholesale markets. This paper investigates the effects of operation regulations for large-scale retailers on agricultural producers by surveying agricultural and fishery producer organizations. Research design, data, methodology - A survey was conducted on 117 producer organizations of fruits and vegetables, cereals, fisheries, and livestock products from September 10 to October 4, 2012. Survey items are annual sales, shares of sales accounted for by large-scale retailers, reduction of orders and prices from large-scale retailers, methods to deal with the sales reduction, unfair trade practices of large-scale retailers, opinion of the large-scale retailer regulations, and so on. The average sales of the sampled producer organizations are 13.7 billion won and the average share of sales accounted for by large-scale retailers is 35.4%. Results - Survey results show that the sample producer organizations' sales decreased 10.1% because of the compulsory closures of stores operated by large-scale retailers. It is estimated that the total sales of producer organizations decreased 371.2 billion won because of the regulations on the operation of large-scale retailers. In addition to the direct effect of a sales decrease due to order reduction, agricultural and fishery producer organizations suffered from the secondary effect of price reduction in wholesale markets. When orders from large-scale retailers decreased, most agricultural and fishery producer organizations shipped redundant products to wholesale markets, decreasing auction prices. It was estimated that the price received decreased 21.9% when sold in other marketing channels. As producer organization sales decreased, it was reported that the labor force employed by producer organizations also decreased by 15.1%. Therefore, we can conclude that the regulations for large-scale retailer operations resulted in negative impacts on agricultural producers. Conclusions - Although the sales reduction due to the regulations for large-scale retailer operations are not great, the cumulative effects due to the continued compulsory closure of stores operated by large-scale retailers could be great. This paper suggests governmental programs that could help agricultural producer organizations to find new and effective marketing channels such as direct marketing, farmers' markets, exports, Internet shopping, and so on.

• Korean Journal of Organic Agriculture
• /
• v.31 no.1
• /
• pp.29-44
• /
• 2023

The activation of consumption of environment-friendly agricultural processed foods means not only the growth of environment-friendly agriculture, but also the development of related industries. Therefore, it is necessary to identify and apply the needs and purchasing attributes of environment-friendly agricultural processed food consumers. For this, survey was conducted to adult men and women in their 20s and 60s and a total of 200 copies were used for empirical analysis. In this study, the average difference between importance-satisfaction for purchase attributes of environment-friendly agricultural processed food was verified, and the IPA Matrix was prepared based on this. As a result, in terms of purchasing importance and satisfaction, it was found that those with no experience in purchasing environment-friendly agricultural processed foods regarded product, price, place, promotion as more important than those with experience in purchasing. In case of IPA, product and price factors were all important and satisfactory regardless of purchasing experience. On the other hand, it was found that the key factors for promotion were neither important nor satisfied with consumers regardless of their purchasing experience. Therefore, it is mainly necessary to focus on marketing and mass media promotion. At the same time, various domestic and foreign best practices should be benchmarked and a 4P marketing strategy should be established and promoted.

• Proceedings of the Korean Society for Bio-Environment Control Conference
• /
• 2007.05a
• /
• pp.271-275
• /
• 2007

• Proceedings of the Korean Society for Bio-Environment Control Conference
• /
• 2007.05a
• /
• pp.276-281
• /
• 2007