공급망에서 소비자의 농산물 공동브랜드 구매요인분석- 예가정성 공동브랜드를 중심으로 -

Abstract

Today, the co-brand of agricultural products is in an environment in which individual farms approved for use cannot deliver them to consumers. The purpose of this study is to analyze the factors of consumers to purchase joint brands of agricultural products in the supply chain. The method of research is limited to budget areas and interviews with agricultural management 58 CEO’s using co-brands. The results of the study are as follows. First, in the context of the supply chain, production farmers maintained the quality of reliability at the stage of quality evolution. Second, the decision to purchase the agricultural co-brand was to acquire trust in quality and a national certification mark. Consumers' behavior to switch to co-brands of agricultural products lies in distrust of quality. Fourth, agricultural co-brands are purchased in wholesale markets and large supermarkets. Fifth, consumers' purchase attributes of agricultural co-brands were taste/sugar>price>safety>freshness. Sixth, the method of delivering to consumers by producers was cooperation with logistics companies. Seventh, the trade disconnection between producers and consumers was deteriorating quality. Eighth, the producer-consumer communication channel uses the representative phone. Ninth, Goodtrae was selected as a brand that farmers want to benchmark. The implication of this study is that quality is the way agricultural co-brands gain attachment from consumers.