브랜드자산과 쌀 구매와의 관계 연구
A Study on the Relationship between Brand Equity and Rice Purchase Decision
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The purpose of this study is to do research on factors that make customers to purchase “Excellent Brand Rice,” a rice brand chosen by consumer groups and supported by the Ministry of Agriculture and Forestry, local governments, the agricultural cooperative Nonghyup, private businessmen and rice processing complexes. In the research model, the dependent variable is “Excellent Brand Rice” purchase. The independent variables are pre-perceptive qualities , brand image, brand loyalties, and brand perceptions .The research results are presented as follows: First, the factors of excellent brand rice purchase decision were brand good images, loyalties, brand perceptions. But rice qualities that were regarded very significant in earlier research have not been included in the rice purchase decision factors.
Abstract
The purpose of this study is to do research on factors that make customers to purchase “Excellent Brand Rice,” a rice brand chosen by consumer groups and supported by the Ministry of Agriculture and Forestry, local governments, the agricultural cooperative Nonghyup, private businessmen and rice processing complexes. In the research model, the dependent variable is “Excellent Brand Rice” purchase. The independent variables are pre-perceptive qualities , brand image, brand loyalties, and brand perceptions .The research results are presented as follows: First, the factors of excellent brand rice purchase decision were brand good images, loyalties, brand perceptions. But rice qualities that were regarded very significant in earlier research have not been included in the rice purchase decision factors.
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