6차 산업형 농촌관광마을 활성화를 위한 농업인 공급자 농특산품 포장디자인 의식 분석

Abstract

At present, the Package Design for the special agricultural products of rural sightseeing villages is of low basic-package completeness or most of them lack the proper identities of those villages. Furthermore, due to the high cost for designing resulting from their economic features, the products are packed mostly by their suppliers themselves. Accordingly, this study has researched and estimated the awareness of Package Design and the current sales status of their agricultural products through the survey with 200 subjects (agricultural product suppliers) who are selling their products at the agricultural sightseeing villages. The study revealed that the fermented (21%) and processed (21.5%) products were sold the most and that their sales period was all year round (71%), which was the highest, and 5 ~ 10 years (52%), the second highest. Among the purposes of those products which are being sold currently, that of general sale was the highest with 85%, while the purpose of home-delivery service among needed purposes was the highest with 63.5%. The level of satisfaction with the Package Design was very low with 1.5% while its necessity and significance were very high with 80.5% and 83.5% respectively. The research on features of designs showed that they thought regionality, positive feeling and convenience very important. The study has found that while the emotionality image of their current Package Designs was plain, rustic and simple, that favored by consumers is refined, clean and modern. 26.5% of them have been educated for packing but their satisfaction with the education was very low with 26.5%. However, their intention to take the training course was found to be very high with 95.5%. Through this study, the suppliers’ awareness on Package Design of special agricultural products and their strong will to be educated have been appreciated. Consequently, the results of this study suggest that the plans to educate the farmers on the Package Designing for special agricultural products based on their situation, which can be practically utilized, should be established for the promotion of their awareness on the Package Design.