• Journal of Agricultural Extension & Community Development
• /
• v.31 no.1
• /
• pp.13-26
• /
• 2024

This study aims to examine the structural relationship between consumers' health-related lifestyle. purchasing attitude and purchase intention in the rice-based bakery products market. Data were collected from 397 consumers in their 20 years old and more. Results showed that purchasing attitude positively affected nutrition, trends and taste, and it was a key variable in explaining the intention to purchase rice-based bakery products. Therefore, it is necessary to develop and cultivate rice flour varieties containing various nutrients and develop products by capturing the food trends among consumers to induce them to purchase rice-based bakery products. Purchasing attitude fully mediated the relationship between taste and purchase intention, which suggests that it is necessary to hold tasting or sampling events and carry out promotional activities for consumers to perceive that rice-based bakery products taste good, which may lead to positive purchasing attitude.

• Journal of Distribution Science
• /
• v.12 no.8
• /
• pp.83-90
• /
• 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.

• The Korean Journal of Food And Nutrition
• /
• v.32 no.4
• /
• pp.385-394
• /
• 2019

This study was designed as the precedent research to develop improve the HMR type flavored cooked rice, by analyzing the consumer perception and purchase pattern. This will in turn provide base data to that will help in the development of products that meet consumer's convenience and quality demands. An online survey of 247 people (63.5%) in the age of 20 to 60 was conducted on January 2019. For the primary reason of buying those products, the survey respondents chose a convenience of 71.7%. They are likely to buy 1~2 times a month (40.5%) in hypermarkets (63.6%). The channel choice showed meaningful difference between segments (p<0.01). 89.1% of respondents replied that they are willing to purchase frozen flavored cooked rice in the future. The Key Purchasing factor appeared to be the flavor (5.80), while nutrition (4.89) was chosen as the least important factor. For flavor preference, sea food received the highest score (5.05), while radish kimchi flavor received the lowest (4.02) with a meaningful difference by gender and age (p<0.01). Consumers who sought nutrition, convenience and adventure in HMR products had higher willingness to re-purchase. Developing healthy, flavorful, sensory, and enjoyable HMR products will be critical in the fulfillment of diverse consumer needs.

• Journal of the Korean Society of Food Culture
• /
• v.16 no.2
• /
• pp.99-108
• /
• 2001

A survey was conducted to assess the food-purchase behavior of 197 Taejon full time housewives 30 to 49 years of age. Food purchase was assessed using a questionnaire and the resulting data were analyzed using SPSS programs. Demographic data revealed that most of the households have three to five family members and that the Engel Indices of the participating households were mostly between 10 and 30%. Noticeable results of the food purchase assessment are as follows. In the grain and grain products items, the low-education group purchased more rice and barley than the high-education group, whereas the high-education group purchased more glutinous rice, brown rice, bread, macaronis and spaghetti than the low-education group. In the vegetable items, the low-education group purchased more Chinese cabbage and radish than the high-education group, while the high-education group purchased more head lettuce, broccoli and sweet pepper than the low-education group. In the meat items, the beef purchase was higher in the high-education than in the low-education group, while the pork purchase was higher in the low-education than in the high-education group . In the processed meat items, ham was the most favorite purchase item regardless of the education level. In the fish and shellfish items, Pacific cod and Alaska pollack were purchased more in the low-education than in the high-education group, and salmon and dried icefish strip were purchased more in the high-education than in the low-education group. No items in fruit group showed significant differences in the purchase amount between the low-education and the high-education group although the latter purchased more imported-fruits such as melons, kiwis, grapefruits, and oranges. Dairy products such as milk, cheese and butter were purchased more in the high-education than in the low-education group. It was also found that both the number of food items and the consumption of foods coming from animals were higher in the high-education than in the low-education group.

• Culinary science and hospitality research
• /
• v.13 no.2
• /
• pp.59-68
• /
• 2007

This research was to investigate the consumers' perception and purchase behavior of Korean rice cake as a meal. The rate of consumers who had eaten rice cake as a meal was 64.7% and that of those who had not was 35.3%.. For breakfast, 49.83% of them ate rice cake and for lunch 21.2% of them did. Reasons for eating rice cake for meal were investigated on 'easy to eat(63.21%), 'the others(13.0%)', 'good taste (12.3%)' and 'healthy food(10.8%)'. Reasons for not eating rice cake for meal were researched on 'snack(40.09%), 'difficult storage(21.9%)' and 'expensive(9.7%)'. After purchasing or making rice cake, 45.4% of consumers ate immediately and 30.9% of them ate within $1{\sim}2\;days$. In thawing methods of frozen rice cake as a meal, 51.3% of consumers used a microwave. Kinds of beverage with which rice cake was eaten were water(35.3%), coffee(14.9%), milk(13.8%) and Kimchi(dongchimi, 13.8%). The complementary points for purchase of rice cake as a meal were 'Small package(23.2%)', 'Good preference'(20.5%), 'Healthy food(15.0%)', 'Affordable price(12.7%)' and 'Low calorie(9.5%). Kinds of rice cake as a meal were Injeolmi(16.0%), Backsulgi(15.4%), Yaksik(9.3%) and Galaetteok(9.0%).

• Korean Journal of Organic Agriculture
• /
• v.25 no.3
• /
• pp.537-554
• /
• 2017

This study had purpose to examine the consumers preference and buying property of processed products by rice, barley, wheat, bean. For the study, the interview was conducted of 300 samples more than 19 years of age. We attempt to examine consumers' preference and individual properties when purchasing processed grain products. Questionnaire was filled for the 23 variable by referring to previous studies to investigate the properties to consider when consumer purchasing the products. To conceptualize, reduce the high correlation parameters by factor analysis. The results attribute to seven factors that safety, brand/image, taste/shelf life, convenience seeking, preferred high-quality, price, consumption patterns. These properties showed significant differences in demographics. First, there was statistically difference by age in safety, brand/image, high quality preference, taste/shelf life. Second, Safety and high-quality preference were the difference between jobs, and depending on household income were significant difference in consumption patterns. We analyzed the purchasing preference by purchase frequency. Ramen, bread, beer are higher purchase frequency than any processed grain products. On the other hand, frozen rice, soybean paste, red pepper paste that are used primarily domestic raw, were lower purchase frequency. But the difference of purchase property according to products was very similar that the highest factor is price, the following factor as taste. Based on these findings, the implications and the limitations of the study were presented.

• Korean Journal of Organic Agriculture
• /
• v.2 no.1
• /
• pp.24-28
• /
• 1993

Even though the price level of organic rice is 20% higher than conventional product, 25% of the total surveyed consumers are willing to purchse organic rice of different income level, the monthly average income was 1, 100, 000Won. 35% of the total consumers in this income class is willing to purchase organic rice.

• Culinary science and hospitality research
• /
• v.20 no.2
• /
• pp.38-53
• /
• 2014

This Study has conducted a survey on the usage status of traditional rice cake as a meal substitute and an analysis on the selection attributes affecting purchase targeting male and female adults over 20 years old living in Seoul area so as to acquire basic data for enhancement of service and quality, and product development to facilitate and generalize rice cake consumption as a meal substitute. The survey was conducted for around 7 days from September 23rd to 30th, 2013, and 250 effective copies of questionnaire were used for the final analysis. The research outcomes show no significant deviation in terms of demographical features such as gender, marital status, age range, average monthly income and housing type; but there was a meaningful deviation in university graduation. Also, it is shown that taste, freshness, and convenience of a store were considered in their purchase of traditional rice cake as a meal substitute. Therefore, it is expected that development of various products, available for meal substitutes, would generalize and vitalize the consumption of traditional rice cake.

• KDI Journal of Economic Policy
• /
• v.12 no.3
• /
• pp.3-26
• /
• 1990

Encouraged by the investment in the rice paddy, the introduction of new varieties (Tong-Il), and the price support program, there has been great success in increasing rice production. Meanwhile, the demand for rice has decreased rapidly as per capita income continues to rise. Rice self-sufficiency has been attained, and a new over-supply problem is emerging. Moreover, the Uruguay Round Agricultural Negotiation would prohibit government price support for agricultural products. In October the Korean government decides the government purchase amount and support price, which works as the price guideline. All interested parties exert political efforts to influence the decision. The continued increase of the government purchase price of rice due to political pressure pushed the government purchase price above the market wholesale price in 1988. Also, the farmers preferred to sell to the government than to the wholesaler. This has discouraged the market mechanism, and the government is to take over the three functions of the market mechanism: stockpiling, seasonal price fluctuation adjustment, and circulation. Another big increase may cause the government purchase price to rise above the consumer price, which might lead to arbitrage opportunities for the farmers and suffocate the market mechanism. However, the current political situations limits the options for the Korean government. This paper argues that a supply control policy will reduce the social cost resulting from the high level of producer price support, and it proposes several second best policies: First, the production of new varieties should be reduced rapidly. Second, the old rice in the government warehouse should be auctioned or disposed of in order to reduce the government handling and management costs. Third, the acreage diversion program should be launched in order to control rice paddy acreage. Fourth, a social welfare program in rural areas should be introduced, since the share of population over 60 is increasing rapidly. Fifth, instead of the price support which is forbidden by the Uruguay Round, Korea should restructure the agricultural industry by developing new crops, by enhancing productivity and by improving the agricultural infrastructure.

• Journal of Biosystems Engineering
• /
• v.14 no.1
• /
• pp.41-48
• /
• 1989

In order to provide a basic information for the government policy in the future, rice milling costs of Small Capacity Farm-house Rice Whiteners (SCFRW) were estimated by surveying and analyzing the major factors to affect their costs. Two types of SCFRW having one stage and two stage milling process and two rice varieties, Tong-il and Akibare, were considered for their cost estimation, respectively. Also, their costs were compared with those of Private Custom-work Mill in order to determine its economical feasibility. The results were concluded as follows; 1. Major factors to affect the costs were annual milling quantity, purchase price of SCFRW and grain milling loss. 2. Total milling costs of SCFRW were a function of annual milling quantity. These costs decreased rapidly as annual milling quantity increased. 3. In comparison of milling costs between single pass type and double pass type SCFRW, the former was more economical than the latter. 4. Also, in comparison of milling costs between two varieties by using SCFRW, Akibare was less expensive than Tong-il. 5. In comparison with private Custom-work Mill, both single pass and double pass type SCFRW were less economical than private Custom-work Mill. 6. In order to have an economical feasibility, SCFRW should be designed and developed to reduce its milling loss and purchase price.