• Journal of Agricultural Extension & Community Development
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• v.14 no.1
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• pp.171-195
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• 2007

Gyeonggi rice has been placed relatively favorable market position in the domestic rice market. With the superiority of its quality, gyeonggi rice has been well recognized to consumers. The price of gyeonggi rice has placed higher position than that of others. But, gyeonggi rice are facing crisis on the competition by regional brands. Therefore, this study was carried out to find the differentiated marketing strategies on problem related with the product differentiation and brand marketing of gyeonggi rice. In order to find out how much the effort on the product differentiation of gyeonggi rice affects the price and brand recognition, fifty RPCs in gyeonggi province were surveyed. As the results, $22{\sim}23%$ of harvested rice which was gathered into RPC was come out 'obscurity of production origin' when we consider material hull rice in the original production territory by collecting time and channel. With comparing sales weight of gyeonggi rice by the place of shipment, agricultural cooperative channel was the highest by 44.7%. And, wholesaler comes to 17.7%, discount outlet store was 13.9%, large quantity delivery in business was 11.1%, and department store was only 5.2%. Finally, we could consider to adopt the traceability system on gyeonggi rice distribution system from production to consumers' table to get consumers' credibility and compete imported high quality rice.

• Journal of Digital Convergence
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• v.6 no.3
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• pp.65-73
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• 2008

The food crisis is gradually augmented, which derives from a world-wide process. And it is the actual conditions for which there is no solution on national level. Rice is a fundamental agricultural products, and it makes up a large percentage in the Korean farming industry. Especially, the environment around the domestic rice market has rapidly been changing and shrinking because of the open policy in the International market. In order to compete with the international market, Korea must be strong in stable-based construction and international marketing strategies of domestic rice products. Most of consumers recognize the importance of developing a brand-name rice. However, the degree of recognition on the brand-name rice is still very low. The Purpose of this paper Is to drive brand marketing strategy for positioning of domestic rice products.

• Food Science and Biotechnology
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• v.17 no.1
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• pp.66-71
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• 2008

A total of 284 milled rice (MR) marketed in Korea were analyzed for grading characteristics (head rice, broken kernels, chalky kernels, and damaged kernels%), color characteristics (L-, a-, b-values, and whiteness), protein content (%), and the cooked rice (CR) sensory quality to investigate the key characteristics affecting the overall sensory quality of rice marketed in Korea. Relatively high correlation with the overall sensory quality of the CR was found in color characteristics such b-value of the CR (r=-0.779) and MR (r=-0.545), the a-value of the CR (r=0.513), and the whiteness (r=0.298) of the MR, compared to protein (r=-0.150), and the moisture (r=0.158) contents of the MR and the percentage of head rice (r=0.195). Partial least squares (PLS) regression of the CR b-value with various characteristics of the MR showed that CR b-value was increased with MR b-value effectively, followed by protein content, damaged kernels, chalky kernels, and colored kernels of MR while it was decreased with whiteness and moisture content for the MR.

• Culinary science and hospitality research
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• v.23 no.2
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• pp.35-44
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• 2017

The purpose of the present study was to investigate the impact of experience factors on brand attitude and revisit intention in cakes specialty shop. The result showed that among experience factors in rice cake specialty shop, educational experience factor and aesthetic experience factor had influence on both brand attitude and revisit intention, and entertainment experience factor had only influence on revisit intention. Also, brand attitude had significant influence on revisit intention. It was confirmed that experience activities in marketing of traditional food such as rice cakes are significant marketing activities, and educational experience factor and aesthetic experience factor have high correlated each other. On the other hand, entertainment experience factor is in lack relatively, which is due to the complexity of the traditional food manufacturing, and future improvements about this needs to be required. This study was to identify marketing significance of experience factors in rice cake specialty shop and to verify the necessity and effectiveness for spreading vigorous marketing in a variety of traditional food fields through this opportunity.

• Korean Journal of Organic Agriculture
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• v.14 no.3
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• pp.251-266
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• 2006

This study was surveyed and analyzed in 2005 year for environmentally-friendly rice's production 78 farmers in korea. The major results was as follows: The average age of farmers were 54 years old, the experiences of environmentally-friendly rice's production farms was 7.4 years, the cultivated scales of environmentally-friendly rice's production was 3.4ha. The 74%'s Farmers of all unified rice's breeds for rice's production of high-grade in quality, the ranking of rice's breeds selection were the high-grade rice's breeds of government>japan rice's breeds. The control of damage by blight and insects were needed environmentally-friendly control, the endured study of this control were very important. To cut down cost of the environmentally-friendly rice for income security of farmers and sustenance of farming will. To receive reasonable price of environmentally-friendly rice, the brand image were raised to consumers, the variety and miniaturization of rice packaging unit were needed in view of consumers. In addition to must be campaigns of publicity through the press and event to consumers, were managed the exchange of rice goods and exchanged e-mail together consumers for the maintenance of confidence. To drive direct marketing between environmentally-friendly rice farmers and consumers through experiential marketing, to diversify the marketing channel. To strengthen public relations at regional level and relationship at the consumers.

• Food Science and Preservation
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• v.10 no.2
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• pp.169-174
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• 2003

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.

• Journal of Global Scholars of Marketing Science
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• v.9
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• pp.175-188
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• 2002

The objectives of this study are to develop and test a research model specifying the relationship between brand loyalty and sales of rice brands and to provide insight on establishing a marketing strategy for rice brands in South Korea. Results indicate that the information source a consumer relies upon is related to brand loyalty in the rice category. Second, consumers who are highly involved with the product category tend to be more brand loyal. Third, demographic of purchasing behavior are positively related to rice brand loyalty. Fourth, demographic characteristics can partially explain differences in rice brand loyalty. Finally, rice brand loyalty was positively related to consumer satisfaction.

• Korean Journal of Food Science and Technology
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• v.22 no.2
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• pp.199-205
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• 1990

With a view to improving the method of rice marketing quality estimation, vaietal milling characteristics and apparent qualities were studied and their statistical interrelationships were computed for 2 years crops, using 22 varieties of Japonica type and Japonica x Indica type (Tongil). The milling yield was the highest for Japonica, while the broken rice yields was the highest for Japa.xInd. type. But bran yield did not show any significant differences among rice types. Milling factors were volume weight of brown rice, dehulling yield, and Polishing yields; the better these factors, the higher the yield. High apparent quality milled rice with high milling yield were produced from rice types whose broken rice, chalked rice, husk yield and bran yield were little and/or low.

• Korean Journal of Microbiology
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• v.13 no.3
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• pp.116-122
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• 1975

Calcium and magnesium in polished rice, polished barley, what flour, and corn which were used for Yakju fermentation were determined by atomic absorption spectrophotometry and their quantitative changes in the filtrates of mashes were checked at 24 hours intervals dueing the whole brewing period. The results obtained were as follows. 1) Mineral contens of raw materials(mg% of each anhydrous materials). Ca : polished rice 8.21, polished barley 26.11, wheat flour 66.10, corn 86.63 2) Mineral contents of kojies made from raw materials (mg %of each anhydrous materials). Ca : rice koji 26.36, barley koji 97.61, what flour koji 87.69, corn koji 16.13, seeding koji 28.76 Mg: rice koji 29.29, barley koji 39.84, what flour koji 244.50, corn koji 102.64, seeding koji 143.79 3) Quantitative changes of minerals in the fitrates of mashes. Calcium contents in the filtrates of mashes were increased gradually after mashing in the first stage but unchanged till the mashes were ripened after mashing in the second stage. On the other hand, magnesium cotents were decreased gradually after increase in the the other hand, magnesium contens were decreased gradually after increase in the first stage but showed a tendency to increase gradually in the second stage. 4)Mineral contents of Yakjues produced, marketing Yakju, and natural water for brewing (g/ml). Ca : rice Yakju 72.38, barley Yakju 84.08, what flour Yakju 105.32, corn Yakju 71.26, marketing Yakju 71.50, natural water for brewing 51.25 Mg :rice Yakju 93.67, barley Yakju 62.39, wheat flour Yakju 273.34, corn Yakju 321,60, marketing Yakju 90.00, natrual water for brewing 20.00 5) Mineral contents of Yakju residues (mg% of each anhydrous matrials). Ca : rice Yakju residues 209.70, barley Yakju residues 62.83, what flour Yakju residues 133.92, corn Yakju residues 60.64 Mg : rice Yakju residues 15.62, barley Yakju residuet 13.22, wheat flour Yakju residues 59.10, corn Yakju residues 67.38

• Journal of the Korean Society of Food Culture
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• v.38 no.6
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• pp.415-424
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• 2023

This study was undertaken to provide basic data to aid product development and marketing by identifying purchasing behaviors and performing Important Performance Analysis (IPA) according to the consumption values of rice cakes. This study was conducted on 426 consumers who purchased rice cakes. Analysis was performed to determine general characteristics, consumption behaviors, preference for rice cakes, material preferences for rice cake development, need for rice cake development, and importance and satisfaction when selecting rice cakes. Cluster analysis classified consumption values into three clusters. The high and middle consumption value groups contained the greatest proportions of consumers aged over fifty. The high and medium consumption value groups preferred rice cakes more than the low consumption value group. Higher rice cake consumption value was positively associated with the greater preference for rice cakes. Furthermore, the perceived need to develop rice cakes was greatest in the high consumption value group. In addition, importance and satisfaction were positively associated with consumption value. IPA analysis showed that the attributes that require continuous attention because of their contributions to importance and satisfaction were taste, quantity, and hygiene. Different rice cake marketing and product development strategies are required for different consumption values.