• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.11
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• pp.682-690
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• 2016

In order to present a realistic alternative to agricultural product brands which achieve quantitative growth but minimal qualitative growth, this study attempted to identify the structural factors that affect the agricultural product brand equity and quantitatively analyze the effects of the structural factors on the brand equity. For the quantitative analysis, a survey was conducted among customers with a structured questionnaire. The major results of the analysis are as follows. First, the structural factors of the agriculture product brand equity were theoretically reviewed through many preceding studies in regard to the brand and brand equity. Awareness, quality and loyalty were selected as the structural factors of the agriculture brand equity. Second, when the sub-structural factors of the agriculture product brand equity were analyzed, it was found that awareness includes familiarity, first reminding level, general awareness, sub-awareness, frequency of reference and level of people's logo recollection. Quality includes quality consistence, quality reliability, quality stability, general quality and quality for price. Loyalty includes recommendation, purchase intention, cost premium and repurchase intention. Third, in the analysis of the factors of awareness, quality and loyalty were found to be statistically significant at the 1% level of significance, and it turned out that the higher the awareness, quality and loyalty, the higher the brand equity. Fourth, the factors most influencing the brand equity differed from those obtained using the standardized coefficients. The highest standardized coefficients of the factors on rice and condiment vegetables were those for quality with values of 0.486 and 0.581, respectively, and the highest standardized coefficients of the factors on fruits and fruit vegetables were those for loyalty with values of 0.536 and 0.490, respectively. Finally, it was found to be more effective to develop brand policies using an approach based on awareness, quality and loyalty by item. Also, focusing on enhancing the quality when developing brand policies for rice and vegetables, or focusing on enhancing loyalty when developing brand policies for fruit and vegetables was found to be more efficient using the limited resources.

• Journal of Biosystems Engineering
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• v.3 no.2
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• pp.22-33
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• 1978

To maintain the self-sufficiency of food production , it is required to improved the productivity and increase the effective utilization of land in the double cropping areas using improved cultivation technology. The following reasons encourage this cours of action because the overlapping rice harvest and barely seeding seasons complete for labour, the lower price of barley makes it financially less attractive to grow and these two facts together are responsible for a decrease in barley being planted in certain more seasonably marginal double cropping areas. Fro these reasons, it is desirable to carry out tests to improve the current cultivation techniques . In this interest , the following studies were carried out in the experimental field located at Banweol-myeon, Whasung-jkun, Gyeonggi-do from October 1977 to July 1978 in order to establish the mechanical method of barley cultivation using the power tiller. The summarized results are as follows. 1. The work performance in the seeding operation using the rotary barley seeder was 68 minutes per 10 ares which compares favourably with 408 min/10a using the conventional method. This is only one sixth of the time required by th conventional method. The operating costs using the rotary barley seeder was 1, 463 won per 10 areas as against 3, 486 Won per 10 ares for the conventional method, showing a saving of about 50% in comparison with the conventional method. 2. In the manure spreading operation, the work performance was 25 min/10a for the manure spreading machine , compared to 1089 min/10a for the manual operations. This is about one fourth of the time required by the conventional method, The operating costs were 810 Won/10a for the machine and 857 Won/10a for the manual labour. This cost shows little advantage by the machine over the manual labor costs. The conventional method of manure spreading will continue pending decision which will develope and improve the machine.3. Work performance in the rolling operation using the barley rolIer was 30 min/lOa which compares favourably with 135 min/10a using conventional method. This was one fourth of the time required by the conventional method. The operating costs were 514 Won/103. for the machine and 1, 003 Won/lOa for manual labour. In the weed control operation, the work performance and operating costs were 45min/lOa, 1, 399won/10a for the herbcide application using the power sprayer, 1, 149min/10a 8, 541won/lOa for the conventional method respectively. This is 26 times higher efficiency in comparison to the conventional method. 4. In the harvesting operation using the reaper binder and tiller attachment, the work performance was 60min/lOa and represents a cost of 2, 039won/10a. The con\ulcornerventional method took 640min/10a at a cost of 4, 757won/lOa. The reaper binder showns a saving of one tenth over the conventional method. The automatic thresher is already recommended for the current situations, and is now being used. 5. From a comparison of the results of the above trials, the serial cultivation system using the attachment for the power tiller such as the rotary barley seeder is now to be recommended for the current barley cultivation system. It is also recommend from these results that the mechanized technology now available must be used to improve and maintain the increase in barley production. It is seen th1t this is the only course now avaihble to solve the peak seasonal requirements of labour needed for l11rvesting and seeding between rice and barley cultivation.

• The Journal of the Korean Institute of Forest Recreation
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• v.22 no.4
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• pp.11-22
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• 2018

This study analyzes the economic feasibility on the transition of production structure to increase income for a local forest village in Laos PDR. The study area was the Nongboua village in Sangthong district where the primary product is rice from rice paddy. Possible strategies were considered to increase the villagers' revenue, and Noni (Morinda citrifolia) was production in the short-term. We assumed that the project period was for 20 years for the analysis, and a total of 1,100 Noni tree was planted in 1 ha by $3m{\times}3m$ spacing. This study classified basic scenario one, scenario two, scenario three by the survival rate and purchase pirce of Noni. Generally Noni grows well. However, the seedlings' average survival rate (= production volume) was set up conservatively in this study to consider potential risks such as no production experience of Noni and tree disease. The scenario one assumed that the survival rate of Noni seedlings was 50% for 0-1 years, 60% for 0-2 years, and 70% for 3-20 years; the scenario two, 10% less, i.e., 40%, 50%, and 60%; and the scenario three, 10% less, i.e., 40%, 50%, 60% and purchase price 10% less, i.e., $0.29 to $0.26, respectively. Our analysis showed that all 3 scenarios resulted in economically-feasible IRR (internal rate of return) of 24.81%, 19.02%, and 16.30% of with a discounting rate of 10%. The B/C (benefit/cost) ratio for a unit area (1ha) was also analyzed for the three scenarios with a discounting rate of 10%, resutling in the B/C ratio of 1.71, 1.47, and 1.31. The study results showed that the Nongboua village would have a good opportunity to improve its low-income structure through planting and managing alternative crops such as Noni. Also the results can be used as useful decision-making information at a preliminary analysis level for planning other government and public investment projects for the Nonboua village.

• (The)Study of the Eastern Classic
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• no.73
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• pp.153-184
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• 2018

The aim of this thesis was to examine the circumstances that led up to successful coin use across the entire nation in 1678 (the $4^{th}$ year of King Sukjong's reign), during the Joseon Dynasty. To this end, this thesis analysed the Sa-Mouk(事目, Provisions) that contained the institutional protocol for coin circulation, implemented by King Hyojong and the statesman Kim Youk(金堉) who had practical experience in these matters over the ten years of King Hyojong's reign(1649-1659). To regulate the problematic wide circulation of coarse cotton cloth as currency in the market of 1650 (the $1^{st}$ year of King Hyojong's reign), prohibition measures were implemented. Besides the superficial justification given for these measures(i.e., that the market price was disturbed by the use of coarse cotton cloth), there was another purpose to prohibiting the circulation of cotton cloth as money, following the standard ruled by the government: the state aimed to ensure momentum for the upcoming coin circulation policy, by strengthening its control of the current economy. In 1651 (the $2^{nd}$ year of King Hyojong's reign), the government fully cracked down on the use of coarse cotton cloth as currency, and simultaneously implemented its coin circulation policy in the Pyeongan(平安) region. The pretext for this policy was to raise finances to support people who were starving as a result of poor harvests and famine. People who received coins from government officials could purchase food in the market, and the coin circulation policy was judged to be successful. Subsequently, to extend coin circulation further throughout the region, the Sa-Mouk for Seoul was established. The Sa-Mouk included stipulations regarding the use of coin in transactions and for government expenditure; it aimed thereby to enhance the national policy's market credit. The hasty implementation of the policy for the expansion of coin circulation caused some problems that required its modification. In 1652 (the $3^{rd}$ year of King Hyojong's reign), coin circulation was increased to encompass the Gyeonggi(京畿) region, and some of the tax that had been paid in rice was now paid in coin. However, coins were in short supply, since there was insufficient copper, the main material used in coin production, and the policy faced a significant limitation. Therefore, in 1655(the $6^{th}$ year of King Hyojong's reign), a new Sa-Mouk for coin circulation was established. This Sa-Mouk included specifications regarding the determination of coin values based on rice and silver, and mandated the wide spread installation of stores for exchanging spot goods for coins throughout the region in which coins were circulating. This policy's objective was to secure stability for the national economy by further regulating coin circulation. The sustained implementation of the coin circulation policy for ten years by King Hyojong and the statesman Kim Youk offered the government an opportunity to accumulate experience in coin circulation in the market, and also to learn from institutional trial and error. This may have been one of the contributing factors to the nation-wide coin circulation that was established in 1678. The objective of the policy implemented during King Hyojong's reign was not to meet the market's requirements, but rather to ensure the preservation of the national economy, and this misjudgement constituted the policy's key limitation. At this time, the government urgently needed to secure finances to cope with the war against China's Qing Dynasty.

• Journal of Global Scholars of Marketing Science
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• v.19 no.4
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• pp.1-10
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• 2009

The purpose of this study was to categorize the gap between coffee shop 'importance' (as perceived by customers before patronizing the coffee shop) and 'satisfaction' (perception of customers after patronizing the coffee shop) as positive or negative and to analyze the effect of these gaps on purchasing behavior. To do this, I used the gap between importance and satisfaction regarding the choice of a coffee shop as the explanatory variable and performed an empirical analysis of the direction and size of the effect of the gap on purchasing behavior (overall satisfaction, willingness-to-revisit) by applying the Ordered Probit Model (OPM). A previous study that used IPA to evaluate the effects of gaps estimated the direction and size of a quadrant but failed to analyze the effect of gaps on customers. In this study, I evaluated the effects of positive and negative gaps on customer satisfaction and willingness-to-revisit. Using OPM, I quantified the effect of positive and negative gaps on overall customer satisfaction and willingness-to-revisit. Per-head expenditure, frequency of visits, and coffee-purchasing place had the most positive effects on overall customer satisfaction. Frequency of visits, followed by per-head expenditure and then coffee-purchasing place, had the most positive impact on willingness-to-visit. Thus per-head expenditure and frequency of visits had the greatest positive effects on overall satisfaction and willingness-to-revisit. This finding implies that the higher the actual satisfaction (gap) of customers who spend KRW5,000 or more once or more per week at coffee shops is, the higher their overall satisfaction and willingness-to-revisit are. Despite the fact that economical efficiency had a significant effect on overall satisfaction and willingness-to-revisit, college and university students still use coffee shops and are willing to spend KRW5,000 because they do not only purchase coffee as a product itself, but use the coffee shop for other activities, such as working, meeting friends, or relaxing. College and university students also access the Internet in coffee shops via personal laptops, watch movies, and study; thus, coffee shops should provide their customers with the appropriate facilities and services. The fact that a positive gap for coffee shop brand had a positive effect on willingness-to-revisit implies that the higher the level of customer satisfaction, the greater the willingness-to-revisit. A negative gap for this factor, on the other hand, implies that the lower the level of customer satisfaction, the lower the willingness-to-revisit. Thus, the brand factor has a comparatively greater effect on satisfaction than the other factors evaluated in this study. Given that the domestic coffee culture is becoming more upscale and college/university students are sensitive to this trend, students are attentive to brands. In most upscale coffee shops in Korea, the outer wall is built out of glass that can be opened, the interiors are exotic with an open kitchen. These upscale coffee shops function as landmarks and match the taste of college/university students. Coffee shops in Korea have become a cultural brand. To make customers feel that coffee shops are upscale, good quality establishments and measures to provide better services in terms of brand factor should be instituted. The intensified competition among coffee shop brands in Korea as a result of the booming industry indicates that provision of additional services is needed to differentiate competitors. These customers can also use a scanner free of charge. Another strategy that can be used to boost brands could be to provide and operate a seminar room for seminars and group study. If coffee shops adopt these types of strategies, college/university students would be more likely to consider the expenses they incur worthwhile and, subsequently, they would be more likely to be satisfied with the brands of these coffee shops, with an associated increase in their willingness-to-revisit. Gender and study year had the most negative effects on overall satisfaction and willingness-to-revisit. Female students were more likely to be satisfied and be willing to return than male students, and third and fourth-year students were more likely to be satisfied and willing-to-return than first or second-year students. Students who drink coffee, read books, and use laptops alone at coffee shops are easily noticeable. High-grade students tend to visit coffee shops alone in order to use their time efficiently for self-development and to find jobs. The economical efficiency factor had the greatest effect on overall satisfaction and willingness-to-revisit in terms of a positive gap. The higher the actual satisfaction (gap) of students with the price of the coffee, the greater their overall satisfaction and willingness-to-revisit. Economical efficiency with a negative gap had a negative effect on willingness-to-revisit, which implies that a less negative gap will result in a greater willingness-to-revisit. Amid worsening market conditions, coffee shops located around colleges/universities are using strategies, such as a point or membership card, strategic alliances with credit-card companies, development of a set menu or seasonal menu, and free coffee-shot services to increase their competitive edge. Product power also had a negative effect in terms of a negative gap, which indicates that a higher negative gap will result in a lower willingness-to-revisit. Because there are many more customers that enjoy coffee in this decade, as compared to previous decades, the new generation of customers, namely college/university students, want various menu items in addition to coffee, and coffee shops should, therefore, add side menu items, such as waffles, rice cakes, cakes, sandwiches, and salads. For example, Starbucks Korea is making efforts to enhance product power by selling rice cakes flavored in strawberry, wormwood, and pumpkin, and providing coffee or cream free of charge. In summary, coffee shops should focus on increasing their economical efficiency, brand, and product power to enhance the satisfaction of college/university students. Because shops adjacent to colleges or universities enjoy a locational advantage, providing differentiated services in terms of economical efficiency, brand, and product power, is likely to increase customer satisfaction and return visits. Coffee shop brands should, therefore, be innovative and embrace change to meet their customers' desires. Because this study only targeted college/university students in Seoul, comparative studies targeting diverse regions and age groups are required to generalize the findings and recommendations of this study.

• KOREAN JOURNAL OF CROP SCIENCE
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• v.59 no.4
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• pp.483-491
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• 2014

Double cropping system including paddy field soybean is widely adopted nationwide, due to rise in market price and its higher income than paddy field rice. Sowing date of soybean as a second crop is being delayed depending on first crop's growth period and harvesting time. Due to the increased temperature in October and delayed first frost date, soybean could be harvested without frost damage even in late-plating. Therefore, selection of soybean cultivar which is appropriate for this environment is very important. The effect of sowing date and genotype of soybean on growth and yield was investigated for three planting dates (June 20, July 5, and July 20) with ten cultivars developed for soy-pate production, to figure out plant development and yield pattern in delayed planting. As planting date is delayed, plant height and pod number was decreased and this pattern was more clearly detected in mid-late maturity cultivars. Hundred-seed weight did not show significant changes even in late planting, due to compensations between yield components. Yield reduction of July 20 in contrast to that of June 20 showed that Nampung (9.6%) showed the least yield decline. Maximum yield was achieved from Daepung, Taekwang, and Uram among other soybean cultivars in late planting. Shortening of growth period was strongly detected in reproductive stage while length of vegetative stage was regularly maintained in both early and mid-late maturity cultivars.

• Korean Journal of Food Science and Technology
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• v.5 no.1
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• pp.6-15
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• 1973

In an attempt to develop composite flours based on raw materials available in Korea, six domestic resources were investigated with respect to their physical and chemical properties, nutritive value and economy. The results are summarized as follows: 1) Flours from naked barley, sweet potato, potato, corn, defatted rice bran and defatted soybean were compared in respect of their proximate composition, thiamine content and protein score. 2) In color comparison, naked barley and defatted soy flours were comparable to wheat flour whereas corn and sweet potato flours were a little inferior. In raising power, naked barley and defatted soy flours were similar to wheat flour and others were inferior. 3) In maximum viscosity of flours by amylograph, naked barley, corn and potato flours were higher than wheat flour and others were lower. In viscosity in cooling, corn flour was similar to wheat flour and naked barley and potato flours were lower. Addition of $10{\sim}20%$ defatted soy flour into other flours generally caused the lowering of viscosity. Addition of emulsifiers such as glyceryl monostearate, calcium stearyl lactylate, Methocel and Emulthin into the flours manifested different effects on the amylogram. 4) In nutritional test by rat, diets consisting of naked barley, sweet potato, potato or corn flours, each containing defatted soy flour (at 10% level with exception of 20% for sweet potato flour) and naked barley flour fortified with lysine were similar to wheat flour in digestibility, but were superior in NPU and biological value. 5) In price estimation, sweet potato and corn flours were competitive with wheat flour, but naked barley flour was a little expensive. On the other hand, barley and sweet potato are promising in terms of domestic production.

• Journal of Plant Biotechnology
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• v.42 no.2
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• pp.71-76
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• 2015

Developed countries have set seed industry as a new growth engine, which demands strong support from the government. Multinational seed companies such as Monsanto and DuPont have made huge financial investment to secure their major roles in the global market. To spur domestic seed industry performance, Korean government laid out the foundation for developing seed industry through policy promotion in the late 2000s. In this paper, I look at the current state of the domestic and international seed market to provide information for improving the efficiency of the propulsion of the Golden Seed Project (GSP) along with its vision. The increasing size of global giant companies has been regarded to monopolize the world seed industry wherein ten renowned companies occupy 73% of the overall global market. In effect, this causes a price hike due to limited seed choices. Domestic seed market has been stuck in a range due to a sustained low agricultural production resulting in decreased seed demand and market size. Though breeding technologies for rice and vegetables are world-class, the technologies for top global crops such as cabbage, paprika, and forage are insufficient therefore professionals in this field are not easily employed. Moreover, there is a lack in appropriate infrastructure set up in the universities which adds to ineffective training of professionals. Being a key-supporting industry for agriculture, seed industry should be granted with strong and sustainable investment support from the government. In view thereof, GSP, which started in 2012, ambitions to spur researches outlined by excellent professionals in universities and seed companies aimed to drive seed export volume and quality and attain domestic seed self-sufficiency through adoption of export- and import-substitution seed types (10 varieties each) development strategies. To develop Korea's seed industry excellent achievement of GSP's goals should be drawn successfully and to do this beside development of high quality seeds, support programs for promotion of seed exports are also needed.

• Journal of the East Asian Society of Dietary Life
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• v.19 no.5
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• pp.783-790
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• 2009

This study was conducted to investigate the recognition and uses of Angelica gigas Nakai. A survey methodology was employed consisted of 37.8% males and 62.2% females from the Seoul and Kyunggido area. The main results are as follows: The older generation have liked and eaten Angelica gigas Nakai rather than the young. The most popular reason provided for the preference of Angelica gigas Nakai was good health benefits. People indicating a dislike for Angelica gigas Nakai had little previous experience of eating this plant. The purchasing main place is appeared the supermarket and traditional market. Angelica gigas Nakai was acknowledged as having the following characteristics 'to do excellent nutrition' (3.82), 'natural food' (3.76), 'to doing for the anti-cancer and anti-oxidization' (3.70), 'good for anemia and women, diseases' (3.64), and 'good for anodyne and diuretic effect' (3.57), but was not associated with 'price is cheap' (3.02) and 'to difficult for buy' (3.10). Recognition and eating experience was low for Angelica gigas Nakai kimchi and rice bread, bread, sauce and healthy drink added with Angelica gigas Nakai, but the opinion of the taste appeared highly.

• KOREAN JOURNAL OF CROP SCIENCE
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• v.35 no.1
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• pp.83-89
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• 1990

A sweet corn hybrid, Golden Cross Bantam 70, was grown at 0, 5, 10, 15 and 20kg/10a of nitrogen (N) under the transparent P. E. film mulch to find the best yield evaluation method. Culm length, ear height, number of tillers increased and silking date was earlier by 1-2 days with increased N level. Leaf area index of main culm at harvest increased with increased N level. Marketable ears were divided into two classes according to the whole sale market price; the frist grade of which husked ear weight over 150g (unhusked ear weight 230g) and the second grade of which husked ear weight between 100 and 150g (unhusked ear weight between 180 and 230g). Average length, thickness, and weight of both grades of marketable ears were not different among the N levels. The proportion of the first grade increased with increased N level. However, total number and weight of marketable ears and gross income per 10a calculated considering weight and number of ears increased with increased N level. There were highly positive correlations between gross income and ear number or ear weight per l0a. The number and weight of marketable ears were underestimated at high N levels compared with gross income. Dry matter yield of stover ranged 740-963kg/10a and increased with increased N level with 20. 8-24.5% dry matter content. Rice black-streaked dwarf virus infection rate was 11.8-15.0%, but it was not related to N level. N concentration in ear was similar but that in stover increased with increased N level. Total N uptake increased but N recovery decreased with increased N level.