쌀 품질과 브랜드에 대한 소비자 인식과 개선방안

 

「농업경영․정책연구」 제32권

쌀 품질과 브랜드에 대한 소비자 인식과 개선방안

박평식 오상헌

Consumers' Recognition on Rice Quality & Brand and Marketing Strategy

  This study aims to evaluate the recognition of consumers and sellers on the rice quality & brand and to suggest brand marketing strategy. Housewives considered the condition of choice as an important factor in buying the branded rice - 1) Safety, 2) High nutritive value, 3) Shape of rice (external appearance), 4) Cultivation area, 5) Certified quality, 6) Variety of rice, etc. Consumers are interested in no-pesticide rice, functional rice for diet and low-cholesterol and head rice compared with general brand rice. It is necessary that rice-producers enhance the credibility of certified quality rice by public relations to the consumers. And it is necessary to raise brand power of rice by an effective means, such as maintenance of uniform quality, upgrade of quality control, security of credibility, introduction of traceability system for food safety, market differentiation of price and quality, thorough-going after service, continuous PR marketing, etc.

Key words : Rice, Consumer preference, Rice quality, Brand rice

 

농업정책연구쌀브랜드논문(2차수정최종).hwp

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