• 농촌지도와개발
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• 제14권1호
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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.

• 디지털융복합연구
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• 제6권3호
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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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• 제17권1호
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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.

• 한국조리학회지
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• 제23권2호
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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.

• 한국유기농업학회지
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• 제14권3호
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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.

• 한국식품저장유통학회지
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• 제10권2호
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• pp.169-174
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• 2003

본 연구는 서울지역 주부를 대상으로 쌀 생산과 소비측면에서 새로이 주목받고 있는 기능성 쌀 중 다이어트 쌀에 대한 소비자 지불가치와 구매유형별 소비자 선호분석 및 이에 따른 마케팅 전략을 수립하는데 연구의 목적이 있었다. 분석 결과 다이어트 쌀에 대한 소비자의 평균지불가격은 최소 1.17배에서 최대 1.52배까지 일반 쌀 보다 높게 지불하는 것으로 분석되었다. 또한 다이어트 쌀의 선호분석 결과소득이 높을수록 다이어트 쌀에 대한 구입의향이 높은 것으로 나타났다. 소비자 지불가격 및 선호분석을 토대로 기능성 다이어트 쌀에 대한 마케팅 전략은 고 판매 가격 전략, 명품전략 및 직거래 체제의 확립이 중요하다. 또한 디지털시대를 맞아 전자상거래 쇼핑몰에 의한 판매도 필수적인 마케팅 전략으로 수립되어야 함을 지적할 수 있다.

• 마케팅과학연구
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• 제9권
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• pp.175-188
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• 2002

본 연구의 목적은 상표충성도와 쌀상표간의 관계를 규명하기 위해 연구모델을 개발하여, 한국 쌀시장에 대해 마케팅전략을 수립하기 위한 제언을 제공하는 것이다. 연구결과가 시사하는 점은 첫째, 소비자들의 정보원천은 쌀시장에서 상표충성도와 관련이 있는 것으로 나타났으며, 둘째, 제품군에서 높은 관심을 가진 소비자들은 보다더 상표충성도가 있는 것으로 나타났고, 셋째, 구매행동의 특성과 상표충성도간에는 통계적으로 유의한 차이가 있었으며, 넷째, 인구통계학적 특성은 상표충성도간의 차이가 있는것으로 판명되었다. 마지막으로 상표충성도가 높은 사람들은 고객만족과 정의 관계가 있는 것으로 판명되었다.

• 한국식품과학회지
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• 제22권2호
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• pp.199-205
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• 1990

우리나라 쌀의 품종별 도정 및 품위특성을 조사하여 합리적인 시장성을 평가할 수 있는 방법을 모색하고자 일반계 쌀과 다수계 쌀의 품종별로 품위 및 도정특성을 조사 분석한 결과는 다음과 같다. 유형별 도정률은 일반계가 높고 쇄미율은 통일계가 높았으나 미강률은 큰 차이가 없었으며 벼에서 쌀까지의 도정률은 현미의 용적중, 제현율 및 현백률이 높은 품종이 요구되고 현미의 쇄립률, 심복백립률, 왕겨율, 쇄미율 및 미강률이 낮은 품종은 쌀의 품위 및 수율이 향상되었다.

• 미생물학회지
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• 제13권3호
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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

• 한국식생활문화학회지
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• 제38권6호
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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.