대구ㆍ경북지역의 소비자효용에 따른 쌀 등급 평가

Abstract

The aim of this study is, primarily, to evaluate rice grade based on consumer utility in the selected places: Daegu and Kyungbook. In order to obtain the required consumer utility, the examination of marketing variables including brand, origin, price, weight, accreditation system(for environmental friendly agricultural products), and purchasing method has scholarly been conducted. The conjoint analysis indicates that rice consumers were more satisfied with quality than price. Among the six attributes, accreditation system was regarded as the most influential factor on the standardization of Korean rice marketing strategy. In other words, it ensures that Koreans prefer organically safe and high quality rice. Lower price and rice without accreditation system seem to be less attractive in general reception. Interpretively, this may conclude that foreign rice without accreditation system hardly enter Korean domestic rice market. Besides that, this study interestingly shows that consumers were hardly aware of the important attribute of a brand as they were often confused upon the many given brands and its names.