• 한국유기농업학회지
• /
• 제11권2호
• /
• pp.23-42
• /
• 2003

The study must have standpoints for the stable market construction of the Environmental-Friendly agricultural products of the quality-certificated which has rapidly grown due to a discussion of the environment and agriculture, income increase and the interests on foods stability. The survey was conducted through face-to-face interview of 200 adults who are in their twenties or more in Cheonan-city. In this research, the Environmental-Friendly agriculture was a clean agriculture not using a fertilizer or chemicals and the agriculture which protects the environment by preventing the environmental pollution. In the analyses of the consumer's willingness to pay, the rice showed 69,851 won, and a lettuce and bean-curd showed 947 won and 1.412 won respectively. In terms of current issues of the policy, to establish the stable circulation structure and consumption strategy, there must be a clearness raise of the Quality Authentication (QA) Mark. To raise the trust through quality authentication, there must be transparency raise of information by distribution stages and the thorough post management of the official institutes. Also, to persue the competitive product differentiation, there must be the settlement of the product brand on the market, development of the new production technology and a classification of consumers by incomes. Finally to construct stable distribution and price system, there must be active participation of the local agricultural cooperatives in the distribution of the Environmental-Friendly agricultural products of the quality-certificated and the understanding of the proper price of the consumer market and flexible strategy of the price change.

• 농업과학연구
• /
• 제26권2호
• /
• pp.94-105
• /
• 1999

Chungnam-Do is the major agricultural province, supplies the large amount of rice and has the best situation in rice production. Rice production in Chungnam region is the major income source of farmers in the Chungnam province. In spite of the best quality, the rice quality which is produced in Chungnam province has been underestimated. For the improvement of this situation. Chungnam local government has developed the 'Cheong-Pung-Myeong-Wall' brand. The objective of the study is to give marketing information on 'Cheong-Pung-Myeong-Wall' rice for its sales promotion. The survey data on consumption patterns of consumers in the Taejon city who consume the 'Cheong-Pung-Myeong-Wall' rice were used in the analysis. The conclusions of this study may be summarized as follows : Generally the people who live in the Taejon city and consume the 'Cheong-Pung-Myeong-Wall' rice satisfy its quality, but the sales promotion of 'Cheong-Pung-Myeong-Wall' rice is needed For the sales promotion of 'Cheong-Pung-Myeong-Wall' rice, diversification of products, efficient usability of market agency, improvement of packing design, adequate advertisement, guarantee of 'Cheong-Pung-Myeong-Wall' rice taste and food safety, introduction of differentiated price by the producing region are required.

• 한국유기농업학회지
• /
• 제20권4호
• /
• pp.491-502
• /
• 2012

The world's food production systems are becoming an area of great concern for both human and ecological health. Research has identified that one of the greatest threats to sustainability is conventional industrial agricultural systems and the high energy and material cost they require to function. The organic food movement is contributing as promising alternative to the current dominant model. Over the last 50 years it has developed into the most visible brand for a healthier and more environmentally sustainable food system. However, to achieve its full potential there are still a number of hurdles which must be overcome to make organic products a more viable and appealing option for consumers. This paper provides an overview of key research that has been conducted on why consumers are buying organic products, what they are buying and what is preventing them from purchasing more. It concludes that the key challenge is for the organic food movement to convince existing consumers of the superior 'value' of its products. In addition there are a number of methodological issues associated with analysing the market for organic products as well as issues of limited distribution, intermittent availability and high prices that are currently preventing increases in sales. Recognition and management of these barriers could contribute to more effective targeted research into consumer food purchasing motivations and subsequently the development of more sophisticated marketing strategies that assist in maintaining integrity with consumers and fending off challenges from conventional as well as other complementary food systems such as local food movement. And finally to achieve these market growth strategies the organic food movement will need to cope with its diverse constituency - ranging from global corporates through to local production and consumption - and provide attractive opportunities to individuals and business at all stages in supply chain whilst retaining credibility with government to ensure ongoing policy support.