• Title/Summary/Keyword: Rice Marketing

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What is an Appropriate Promotion Strategy for Korean Wheat Consumption? - Find Out in the Sensory Evaluation of Rice Meal Versus Rice Containing Wheat Meal by Age Groups-

  • Kyunsik Lee;Sehwa Lim;Kyeonghoon Kim;Jinhee Park
    • Proceedings of the Korean Society of Crop Science Conference
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    • 2022.10a
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    • pp.321-321
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    • 2022
  • Wheat was brought to solve food scarcity with aid from the United States caused by the Korean War. The Korean government launched a campaign to encourage mixed rice and wheat meals due to shortage of rice production in the 1960s, Wheat consumption began in earnest. However, it is difficult to rebuild the domestic wheat production base devastated by the Korean War with the technology at the time. Thus, wheat was mainly consumed from imported in the past. Since then, as wheat consumption has increased due to westernization and diversification of dietary life, wheat became the second staple grain in Korea. In this situation, the government enacted the Wheat Industry Promotion Act to create a basis for sustainable production and consumption of wheat in Korea. This study sought to improve the self-sufficiency of domestic wheat by examining the possibility of using "Ariheuk", a variety of new Korean wheat, as a rice supplement in the same context as the govemment's policy. Wheat has been used as a raw material for the processed food, such as noodles and bread. However, we approached it by using whole wheat as a nutritional grain. Participants were recruited from the agri-food consumer panel conducted by Rural Development Administration. We set a final sample of 525 consumer panels based on the age of census household heads. The experiment was conducted in such a way that participants cooked and ate 100% rice meal and rice containing 20% whole wheat meal. Participants completed the sensory evaluation questionnaire with online. For this experiment, all participants were given same whole wheat product. The sensory evaluation questionnaire consisted of color, glossiness, stickiness, aroma, chewing, sweetness, nuttiness, chewiness, softness, bursting, flavor, texture and swallowability. The sensory evaluation results were analyzed by giving -3 points to +3 points. The former points were given to the response that 100% rice meal is very superior to the response that rice containing 20% whole wheat meal. The latter points were given vice versa. Zero point was given to the response that they are similar each other. As a result, rice with 20% whole wheat meal was better than 100% rice meal in terms of color, aroma, chewiness, bursting and flavor. In case of sweetness and glossiness, there didn't exist significantly different. On the other hands, 100% rice meal was better in terms of softness and swallowability. As a result of ANOVA by age groups, from 30s or younger to 60s or more, there was significant difference among the groups in terms of color, chewiness and bursting. As a result of post-hoc analysis with Duncan's multiple range test (p < 0.05), 50s were evaluated to be significantly superior in color, chewiness and bursting compared to other age groups. In conclusion, it is appropriate to use whole wheat as a supplement to rice in order to improve the self-sufficiency of domestic wheat. As a strategy to promote domestic wheat consumption, in case of Ariheuk, it is necessary to provide an experience through whole wheat tasting and to establish a marketing strategy segmented by age groups.

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Growth-inhibitory Effect of the Sun-dried Salts and Gamma rays on Microorganisms Isolated from Korean Traditional Raw Rice Wine (천일염과 감마선이 막걸리의 미생물 생장 억제에 미치는 효과)

  • Nam, Ji-Young;Kim, Jae-Hun;Lee, Ju-Woon;Kim, Jin-Kyu
    • Korean Journal of Environmental Biology
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    • v.28 no.4
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    • pp.218-222
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    • 2010
  • This study was carried out to investigate the changes in the storage characteristics of the Korean traditional raw rice wine (RRW) treated with Korean sun-dried salts and gamma rays. Nowadays, RRWs have received attention because they are a nutritious food with health-stimulating properties. But the rapid deterioration of the fermented RRW is one of the serious problems for brewing and marketing in the world. Actually, the expiry date of the RRW is around a week and this has been a biggest disadvantage of the RRW. The goal of this study was to make it of high quality and extend the period of circulation of the RRW. A lactic acid bacterium was isolated from the RRW. The 16S rRNA sequences of isolates showed 98% homology with the Lactobacillus fermentum. These results suggested that could be manageable improve the shelf life with addition of the sun-dried salts and irradiation with gamma rays.

Effects of Natural Plant Extracts and Gamma Rays on Lactobacillus Isolated from Korean Traditional Raw Rice Wine (천연 식물추출물과 감마선이 막걸리에서 분리한 유산균에 미치는 영향 연구)

  • Nam, Ji-young;Kim, Jae-Hun;Lee, Ju-Woon;Kim, Jin Kyu
    • Journal of Radiation Industry
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    • v.4 no.4
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    • pp.319-323
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    • 2010
  • Recently, Korean traditional raw rice wines (RRW) have received attention because they are a nutritious food with health properties. But the rapid deterioration of fermented RRW is one of the serious problems for brewing and marketing in the world beyond Korea. The goal of this study was to develop a way to enhance the quality and to lengthen the period of circulation of the RRW. A lactic acid bacterium was isolated from RRW. It was identified as Lactobacillus fermentum (98%) based on its biochemical properties, and 16S rRNA sequence. Treatments of RRW with gamma radiation and green tea extracts reduced the bacterial population except for yeasts and Lactobacillus in the RRW. This result suggested that the natural plant extracts and catechin products can be used as an effective natural storage agent.

Rice Material and Utilization in Japan (일본의 쌀 소재화 및 이용기술)

  • Kim, Dong-Chul
    • Bulletin of Food Technology
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    • v.24 no.1
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    • pp.136-144
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    • 2011
  • 본 내용은 에너지 절감형 곡류 및 식품 공정기술 및 관련 시스템 현지조사를 위하여 일본 국제식품박람회(Foodex Japan 2011)에 참관하여 쌀가루 신 생산기술 세미나 참석 및 곡류의 완제품, 활용제품 조사, 이송시설 및 집진설비 조사를 하였다. 또한 에너지 절감형 가공공정 및 HACCP 적용 관련 시스템 조사를 하고 Satake 등 곡류가공회사와 기술 협의를 하여 향후 연구에 반영하고자 한다.

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Annual Variation of Quality in Commercial Rice Produced in Gyeongbuk (경북산 유통 브랜드 쌀의 연차간 품질 변이 분석)

  • Won Jong-Gun;Park Sang-Gu;Ahn Duok-Jong;Park So-Deuk
    • KOREAN JOURNAL OF CROP SCIENCE
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    • v.51 no.3
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    • pp.227-232
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    • 2006
  • Rice quality must certainly be considered as one of the primary preference for consumers. On aspect concerns marketing, such attributes as appearance, physicochemical characteristics, and palatability of brand rice are very important. Therefore this study was carried out to observe the quality of commercial brand rice in Gyeongbuk Province, Korea from 2002 to 2004. In seasonal changes of mean air temperature from early July to middle August, it was lower in 2003 by $0.8{\sim}3.3^{\circ}C$ than that in normal year. Among the rice quality characteristics, the cv of percentage of head rice and palatability (Toyo value) were very low but those of chalky rice and protein content were very high during three years, and the same tendency was also observed among the brands. The average percentages of head rice were 92.5% in 2002, 89.9% in 2003 and 93.3% in 2004, respectively. On the contrary, the percentages of chalky rice were higher in 2003 as 4.9% than those in 2002 (3.9%) and in 2004 (2.8%). These results were caused by the abnormal meteorological conditions in 2003. Due to the higher protein content (8.0%) in 2003, the palatability was deteriorated to 71.0. However the protein content in 2004 was reduced to 7.0% and this result improved the palatability to 77.0.

Studies on Optimum Cooking Conditions for Commercial Continuous Rice Cooker (대량연속취반장치에서 최적 취반조건 연구)

  • Lee, Eun-Young;Jung, Jin-Hoon;Shin, Hae-Hun;Lee, Seok-Hoon;Pyun, Yu-Ryang
    • Korean Journal of Food Science and Technology
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    • v.32 no.1
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    • pp.90-96
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    • 2000
  • The optimum cooking conditions for large scale continuous gas cooker were studied with three varieties of rice. Optimum soaking time for the cooker was estimated to be 30 min at cooking temperature above $20{\circ}C$, while 60 min at cooking temperature below $10{\circ}C$. The ratio of water-to-milled rice giving the best eating quality was founded to be $1.41{\sim}1.48$, and corresponding moisture content of cooked rice ranged from 60 to 62% for different rice varieties. The optimum ratio of water to milled rice. (Chucheong) decreased from 1.50 to 1.37 with increase in the amount of milled rice from 4.0 to 6.5 kg in a cooking vessel. However, actual water uptake by rice (g water absorbed per g rice) on cooking was nearly constant value of 1.13, which means that evaporated water during cooking increases with decreasing the amount of rice in a cooking vessel.

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A Study on Storytelling Marketing of Intangible Cultural Heritages in Korea - Focused on 'Pimatgol' Story - (무형문화유산 Storytelling Marketing 연구 - 종로 '피맛골' 이야기를 중심으로 -)

  • Lee, Jong soo
    • Korean Journal of Heritage: History & Science
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    • v.44 no.1
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    • pp.222-243
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    • 2011
  • The article is organized as follows. The first section clarifies research questions, the purpose of the study and the methodology used when researching cultural properties & storytelling marketing of intangible cultural heritages in Korea. The Pimatgol's DNAs are liberated areas of the nation, cooked rice served in soup, a broth to chase a hangover, makgeolli, so forth. The second section deals with methods of study, the literature review consisting of previous research, the author's previous research and the theoretical background of cultural heritage's storytelling marketing. The third section presents select storytelling marketing cases about our regional cultural heritage as well as some foreign cases. The fourth section provides a few examples and cases of cultural heritage about government officials, the 'Pimatgol' peddler, the story of Chunbo and Okseom and the idea for fostering storytelling marketing. The last section concluded the study. The findings support the importance of understanding the characteristics and differences of cultural heritage & storytelling marketing because if the stories are well told, the cultural heritages will be successfully promoted.

A Study on the Consumption of Korean Traditional Rice Cakes by College Students (전통 떡류에 대한 대학생들의 이용 현황에 관한 연구)

  • 정효선;서경화;신민자
    • Korean journal of food and cookery science
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    • v.20 no.1
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    • pp.26-33
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    • 2004
  • The purpose of this study was to investigate the consumption patterns of traditional Korean rice cake among college students. Self administered questionnaires were collected from 512 college students in the Seoul, Kyunggi, Chungchung, Kyungsang, Junla and Gangwondo areas. The data were statistically analysed using frequency analysis, chi-squared and t-tests and a one-way ANOVA. By examining the results of the student's perceptions of traditional Korean rice cake, it was found that most know little, or only a moderate amount, about this type of food. Meanwhile, more than half the students liked traditional Korean rice cake, as this type of food satisfied their need for a traditional Korean taste, while the reason for disliking was that they were more familiar with western-style confectionary. Most students answered that they only ate traditional Korean rice cake on special occasions, such as big holidays or ceremonies for the dead ancestors. Most answered that they bought those foods at conventional markets, the mile in the neighborhood, (Eds note: I dont't understand, do you mean, “within a mile of their neighborhood”\ulcorner) or atbig malls. The factor they considered the most important at the time of purchase was the quality (taste), which demonstrates the need for the development of traditional Korean rice cakes, with new tastes and shapes, which still satisfy the Korean's taste, whilemaintaining the traditional taste. For the questions that asked about the problems faced by the traditional Korean rice cake manufacturing industry, and the reasons for low consumption, the students responded that buying this type of food was difficult as the outlets selling themwere not easy to find. Our results seem to suggest that there are almost no specialty stores for the sale of traditional Korean rice cake compared to the other types of cakes that are scattered all over the country. (Eds note: this is only my opinion, and I maybe wrong, but I would have thought that trying to market traditional Korean rice cakes at local convenience stores, rather than speciality stores, would make them more available to the general public. Their marketing at speciality stores will maintain the status quo, i.e. people will go to the speciality stores to purchase product for holidays and special occasions, whereas they will go to the local convenience stores to buy general everyday snacks etc.)

Trend and Further Research of Rice Quality Evaluation (쌀의 품질평가 현황과 금후 연구방향)

  • Son, Jong-Rok;Kim, Jae-Hyun;Lee, Jung-Il;Youn, Young-Hwan;Kim, Jae-Kyu;Hwang, Hung-Goo;Moon, Hun-Pal
    • KOREAN JOURNAL OF CROP SCIENCE
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    • v.47
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    • pp.33-54
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    • 2002
  • Rice quality is much dependent on the pre-and post harvest management. There are many parameters which influence rice or cooked rice qualitys such as cultivars, climate, soil, harvest time, drying, milling, storage, safety, nutritive value, taste, marketing, eating, cooking conditions, and each nations' food culture. Thus, vice evaluation might not be carried out by only some parameters. Physicochemical evaluation of rice deals with amy-lose content, gelatinizing property, and its relation with taste. The amylose content of good vice in Korea is defined at 17 to 20%. Other parameters considered are as follows; ratio of protein body-1 per total protein amount in relation to taste, and oleic/linoleic acid ratio in relation to storage safety. The rice higher Mg/K ratio is considered as high quality. The optimum value is over 1.5 to 1.6. It was reported that the contents of oligosaccharide, glutamic acid or its derivatives and its proportionalities have high corelation with the taste of rice. Major aromatic compounds in rice have been known as hexanal, acetone, pentanal, butanal, octanal, and heptanal. Recently, it was found that muco-polysaccharides are solubilized during cooking. Cooked rice surface is coated by the muco-polysaccharide. The muco-polysaccharide aye contributing to the consistency and collecting free amino acids and vitamins. Thus, these parameters might be regarded as important items for quality and taste evaluation of rice. Ingredients of rice related with the taste are not confined to the total rice grain. In the internal kernel, starch is main component but nitrogen and mineral compounds are localized at the external kernel. The ingredients related with taste are contained in 91 to 86% part of the outside kernel. For safety that is considered an important evaluation item of rice quality, each residual tolerance limit for agricultural chemicals must be adopted in our country. During drying, rice quality can decline by the reasons of high drying temperature, overdrying, and rapid drying. These result in cracked grain or decolored kernel. Intrinsic enzymes react partially during the rice storage. Because of these enzymes, starch, lipid, or protein can be slowly degraded, resulting in the decline of appearance quality, occurrence of aging aroma, and increased hardness of cooked rice. Milling conditions concerned with quality are paddy quality, milling method, and milling machines. To produce high quality rice, head rice must contain over three fourths of the normal rice kernels, and broken, damaged, colored, and immature kernels must be eliminated. In addition to milling equipment, color sorter and length grader must be installed for the production of such rice. Head rice was examined using the 45 brand rices circulating in Korea, Japan, America, Australia, and China. It was found that the head rice rate of brand rice in our country was approximately 57.4% and 80-86% in foreign countries. In order to develop a rice quality evaluation system, evaluation of technics must be further developed : more detailed measure of qualities, search for taste-related components, creation and grade classification of quality evaluation factors at each management stage of treatment after harvest, evaluation of rice as food material as well as for rice cooking, and method development for simple evaluation and establishment of equation for palatability. On policy concerns, the following must be conducted : development of price discrimination in conformity to rice cultivar and grade under the basis of quality evaluation method, fixation of head rice branding, and introduction of low temperature circulation.

Mediation of Production Trust on Brand Image Influence on Repurchase Intention for PB Rice (브랜드 이미지와 구매의도 간의 영향관계에서 상품 신뢰의 매개효과 검증: PB 쌀을 중심으로)

  • Kim, Deok-Hyeon;Ha, Ji-Young;Lee, Seung-Hyun;An, Wook-Hyun
    • Journal of Distribution Science
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    • v.12 no.8
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    • pp.83-90
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    • 2014
  • Purpose - Increasing sales of PB rice products can hinder the growth of domestic brands of rice, notwithstanding that the government is promoting domestic brands of rice. This analysis evaluated the influencing relationship among the variables of PB image, product credibility, and purchase intention of consumers who have never bought PB rice, to know the factors influencing consumers' decisions to purchase PB products. Research design, data, and methodology - PB products' brand image was analyzed as the factor that has a direct effect on purchase intention. The mediation effect of credibility on PB products is also analyzed, in terms of influencing the relationship between PB products' brand image and purchase intention. The analysis is performed on consumers that have not purchased a PB product and consumers who have purchased PB products from major distributors. Data is collected through questionnaires, from 389 of responders, and the AMOS 19.0 statistics package is used as a statistical tool. Results - It is proven that brand image has direct effects on the credibility of the product, and the credibility of product has a direct effect on purchase intention. However, it is revealed that brand image does not directly affect purchase intention, but that brand image indirectly affects it through the credibility of the product. Although the customers' recognition about PB image is low, the result shows that PB products' external attributes have effects on customers' purchase intention relating to the PB product. Therefore, it is important to establish the credibility of the PB product more than other products in terms of marketing. Conclusions - The following are the implications of the study. First, in a rice brand promotion, the credibility of the product should be ensured by a uniform brand image. To ensure the credibility of a product, the RPC brand and other brands should be unified, and the unified brand image should be applied to every product. Second, the package must possess a design as well as contents that could build consumers' perception of product credibility. Products' external attributes contribute to their credibility, which leads the consumers to purchase the products, including those consumers who have never bought PB rice products. Therefore, the products' credibility and sales can be reinforced by applying information about consumers' considerations when buying the PB rice product in different colors, font sizes, and packaging designs. This study is meaningful in two ways. First, it seeks to identify an NB revitalization strategy by exploring the purchasing behavior of customers who have no experience in buying PB rice products. Second, the results of previous studies about general brands are considered and applied in this study in order to investigate the influencing relationship among different factors of PB products. However, this study is a consumer awareness investigation; therefore, its results only have limited meaning to the relationship between brand image and purchase intention.