• Korean Journal of Agricultural Science
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• v.44 no.2
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• pp.283-295
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• 2017

This study analyzed the effect of the intrinsic and extrinsic attributes of gochujang, Korean red chili paste, on purchasing intention and recommendation intention for consumption. Survey participants were female, married, aged 30 - 39 years, and highly educated with graduation from a university. Most participants purchased gochujang 1 - 2 times per year, most commonly at a shopping mall, and acquired information on the gochujang product from an advertisement or sponsored TV shows. For the factor analysis, five variables for intrinsic quality were considered: namely, healthiness, economics, convenience, diversity, and sense, whereas three variables were considered for extrinsic quality: trust, external appearance, and image. The factor analysis also confirmed the correlation between the validity and the reliability of the purchasing and recommendation intentions. The effect of intrinsic quality of gochujang on purchasing and recommendation intentions was tested through a multiple regression analysis. The purchase intention was most significantly affected by healthiness, cost, and convenience. On the other hand, the recommendation intention was most significantly affected by the diversity and, to a lesser degree, by the healthiness of the product. Among the extrinsic qualities, trust of consumers and the product appearance had a significant effect on purchasing intention. Recommendation intention was significantly affected by the appearance. And trust significantly influenced the recommendation. Therefore, a concrete and systematic marketing approach considering these factors.

• Korean Journal of Organic Agriculture
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• v.12 no.3
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• pp.317-331
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• 2004

Foci of this thesis arc an estimation of willingness to pay and an establishment of green marketing strategics for environment-friendly agricultural products(EFAR). Estimations of willingness to pay for grain, vegetables, fruit and processed food-stuffs arc respectively 20.6%, 20.2%, 19.3% and 17.2% higher than agricultural products produced by conventional farming method. And a green mark6ting mix for EFAP is as follows; Erst, a product strategy focuses on producing safe and high-quality foods by environment-friendly agriculture(EFA) to point to consumer’s health and desire for environmental preservation. Second, in a price strategy, the balance of three factors should be kept, namely the environmental value the true quality as food materials and the price of EFAP. Third, a place strategy is to reduce waste matters, resource and energy uses in marketing chain, and to simplify marketing channels. Also, it is necessary to choose the marketing channel for price discrimination. Fourth, a promotion strategy make use of programs that emphasize the multi-function of EFA.

• Korean Journal of Organic Agriculture
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• v.11 no.4
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• pp.15-37
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• 2003

Recently, production-consumption quantity and market size of environment-friendly agricultural products(EFAP) have been increased. Consumers have demanded food safety and nutrition of EFAP, but in the near future they will need many kinds of item, relatively low price and high quality. So producers have to make an effort for down-cost, increasing items and developing technical know-how, which can be attained by producer/region organization. Correlation coefficient between the recognition degree for certification system and purchasing amounts at a time is higher than other ones. Therefore public information works using the TV and newspaper must be promoted all the more about certification system. And if the consumer’s satisfaction level of EFAP purchased gets higher, the quantity demanded will be increased more. And consumer’s trust on EFAP is derived from certification system or close relation between producers and consumers. Thus the most important thing of marketing strategies for EFAP is continuously to focus on explanation and information works on certification system by region in metropolitan area. Also, it necessary to introduce green marketing principles and apply to strategies item type. Namely those need to establish target market segmentation And marketing strategy stages according to the green degrees of market And commodity.

• Food Science and Preservation
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• v.3 no.1
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• pp.61-75
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• 1996

Apple is most favorable fruit in Korea, and apple farmland has been increased before and after the agreements of Uruguay Round and apple is considered as one of strategic agricultural products. Especially expansion of apple farmland is concentrated in Kyungpook region because of the suitable climate and its market share is about 70 percents in 1992. The marketing channels of apples of Kyungpook region are widely classified by merchant, agricultural or horticultural co-op and large scale farmer's. Among them market share of merchant's occupy over 65 percent. In marketing margins, commercial profit is higher than cost in total marketing margins and, assembler and retailer's margin is not less than wholesaler's. The fluctuation of the price of apple is high in year. The marketing problems of apples are several, first, complex marketing channels, secondly, the high percentage of market share by growing district assembler, thirdly, low rate of package and quality standardization, finally, concentration of shipment of apple because of the shortage of apple processing, storage and marketing facilities, of newly produced apples. In conclusion, to increase apple grower's income with the stabilization of supply and quality upgrade, the improvement measures of marketing system are as follows, first, government level's support in marketing facilities and mechanism, secondly, the increment of supply by grower's cooperatives, thirdly, the establishment of a serious of marketing system to increase the efficiency, fourthly, the establishment of cold-chain system and quality standardization of apple, finally, production of various kinds of apple processing goods.

• IE interfaces
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• v.13 no.3
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• pp.358-377
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• 2000

A supply chain is a network of facilities and distribution options that performs the functions of procurement of materials, transformation of these materials into intermediate and finished products, and the distribution of these finished products to customers. SCM(Supp1y Chain Management), by definition, encompasses all activities associated with moving goods, from the raw materials stage through to the end user. It includes source and procurement, production scheduling, order processing, inventory management, transportation, warehousing, and customer service. Importantly, it encompasses the information systems used to monitor these activities. In this paper, the present situation and problems of marketing process in Korean agricultural environments were reviewed through a systematic methodology, and then we proposed a new business process for solving these problems by appling a supply chain management. We expect this supply chain management system applied to agricultural marketing process can improve significantly the rationality and transparency of Korean agricultural marketing structure.

• Korean Journal of Agricultural Science
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• v.39 no.1
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• pp.43-51
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• 2012

Hanwoo, Korean cattle, is traditionally an important livestock to farmers and also important meat to consumers. Recently, to make more efficient production system and provide cheaper and high-quality hanwoo meat, the scale-up via brand is emphasized. However, the price of hanwoo is getting higher and the price increase is considered to occur due to marketing margins in the distribution process. In this study, factors affecting the hanwoo marketing margin are analyzed using 2004-2009 monthly data. In the Cochrane-Orcutt estimation of marketing margin, hanwoo production, other domestic production and import, income, output index, market share of major retailers, and market share of hanwoo brands shows statistical significance in the result. The results shows basic factors of the marketing margins to hanwoo and gives some implications to the management system of hanwoo brand like a sophisticated market segmentation and a differentiated promotion.

• Journal of Distribution Research
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• v.5 no.2
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• pp.106-129
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• 2001

In order to improve the agricultural products distribution, many devices have been suggested. Recently, direct marketing channel of agricultural product is one of the best solution for the problems of agricultural product distribution. The largest farmers cooperative association in Korea, Agricultural Cooperative(AC) have tried to promote direct marketing channel of agricultural product. Especially, the Agricultural product outlet store owned by Agricultural Cooperative(AC) is developed as an attractive alternative. Agricultural product outlet store owned by AC classify two types; small ＆ medium sized supermarket style and large discount store style. In this study, direct marketing through the agricultural product outlet store owned by AC was examined because it leads direct agricultural distribution and shares over 70% of direct agricultural distribution in Korea. Though a survey about consumer perception ＆ evaluation on establishing agricultural product outlet store owned by AC in Busan, the success factor of the store were identified. The results indicate that price, kindness of sales people, quality of products are main factor of the agricultural products outlet store. Theorefore Agricultural Cooperative should develop the retailing ＆ marketing strategies focusing these findings.

• Journal of Agricultural Extension & Community Development
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• v.9 no.2
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• pp.185-197
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• 2002

The supporting system for agricultural workforce and education strategy has been changing both domestically and worldwide range term. To change the fundamental directions, much more needs to be learned about the process of structural adjustment regarding the dynamics of the agricultural and rural sectors. A rural development doctrine must pay more attention to the ongoing problems of population imbalance and the dissolution of the countryside. The focus should be young people prefer to live in cities because there are more opportunities, services, and great personal fulfillment. This paper was described the effective fostering directions of young agricultural workforce and educational program to prepare future and young farmer for teaching careers in agriculture, food, farm management, and marketing. To achieve these goals, the specific approaches are 1) establish the strong partnership between related organizations of agricultural business, 2) strengthen the management and marketing education of products, 3) create the various in-farming or out-fanning incomes including green tourism, 4) enhance the aggressive marketing strategies by Internet, Telephone, and TV etc, 5) make the association among the same items for the effective research and risk management.

• Korean Journal of Agricultural Science
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• v.15 no.2
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• pp.164-173
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• 1988

This study is to analyse marketing and industrial structure of meat processing industry and to examine it's current situation related to agriculture. For this purpose 1. This paper surveys the history of meat processing industry, and analyses current situation of meat processing industry, based upon economic statistic data. 2. For the research of marketing structure of meat processing products, this paper not only ciassifies into three catagories; the supply of raw meat, main marketing organization, and path, but measures magnitude of Marketing Bill and Farmer's Share practically through statistic data and an on-the-spot survey. 3. This study also attempt to explain the relation of meat processing industry and the other industry and role of meat processing industry is Korean economy by the use of input-output table. The results of the study are as follows; 1. The meat processing industry in Korea produces low quality, and expensive raw meat with limited quality, inefficiency of marketing structure, and unrelated livestock and meat processing industry. 2. Korea market structure of meat processing products has been changed into oligopoly from monopoly by a new corporation entered into monopoly and the size of meat processing market firms has been normalized. 3. Meat processing industry is very important considering with its high back-linkage-effect. In order to develop meat processing industry and marketing, it is essential that operation of intergrated meat market center, meat market center should be efficiently operated. The efficient utilization of domestic resource for raw meat and development of processing technique have to be required, by means of the governmental support.

• Journal of Korean Society of Rural Planning
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• v.19 no.2
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• pp.11-20
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• 2013

Consumer preference, marketing environment and various agricultural policy were changed recently. So it is necessary to analyze the consumption behavior for selection the target market. In this paper, we analyzed the consumption behavior and the brand positioning using oriental melon. From the results of analysis, firstly, consumers' age, job, education and the number of member of household were effected to consumption behavior of oriental melon. Secondly, the marketing factor was the most important when purchasing oriental melon. Thirdly, the brand of Sung-Ju Oriental Melon was evaluated to the best brand on brand name, brand image and brand message.