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Studies on Target Market of GAP Certified Raw-Ginseng
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  • Journal title : Korean Journal of Food Preservation
  • Volume 18, Issue 5,  2011, pp.684-691
  • Publisher : The Korean Society of Food Preservation
  • DOI : 10.11002/kjfp.2011.18.5.684
 Title & Authors
Studies on Target Market of GAP Certified Raw-Ginseng
Kim, Gwan-Hou; Lee, Ka-Soon; Yi, Doo-Hee; Hong, Seung-Jee;
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This study was carried out to suggest producers' marketing direction for GAP certified rawginseng using STP(segmentation, targeting and positioning). In order to fulfill this object, conjoint analysis and cluster analysis were used. The main results are as follows. Based on the results of part worth for attributes such as safety, size, and price, GAP certified raw-ginseng, large size, and low price were preferred to conventional ginseng, small size, and high price respectively. In the relative importance for each attributes, safety was 47.2%, size was 30.0%, and price was 17.8%. As a result of market segmentation, 3 consumer groups(large size preferred, safety preferred, lower price preferred) were classified. Among those groups, the safety preferred group was selected as a target market for GAP certified raw-ginseng and its market size was estimated approximately 2,968 tons which is 26.8% of total raw ginseng market.
GAP certified raw-ginseng;target market;conjoint analysis;cluster analysis;
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인삼의 GAP 실천모델 개발을 위한 재배단계의 미생물학적 위해도 평가,심원보;김정숙;정덕화;

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