Analysis of Consumer's Purchasing Pattern for 'cheong-Pung-Myeong-Wall' Rice - in the case of consumers in Taejon city -

'청품명월'쌀의 구매행태분석 -대전지역 주부들을 중심으로-

  • Kim, Chul Ho (Dept. of Agricultural Economics, College of Agriculture, Chungnam National University) ;
  • Kweon, Woo Young (Graduate School, Chungnam National University)
  • 김철호 (충남대학교 농과대학 농업경제학과) ;
  • 권우영 (충남대학교 대학원)
  • Published : 1999.12.30


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.