- Apply for Authority
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS
ISSN : 1738-3110
A Study on Consumers' Recognition and Satisfaction to the Brand Agricultural Products
Kim, Pan-Jin
Chung, Gi-Young
- Downloaded
- Viewed
Abstract
Purpose - This study was conducted to present a study on the perception and satisfaction with the brand agricultural products targeted at consumers who use a lot of local products. According to the data of 2011, the total number of the brand agricultural products of Korea is 5,291 with various kinds. Research design, data and methodology - The survey shows that the brand agricultural products are being used by some specific people. However, it can be a useful idea which can help the consumption of brand agricultural products to be expanded if we understand how consumers' recognitions are different between various groups. For an empirical Analysis, the response data of 110 adult patients residing in the metropolitan area were used and conducted with a factor analysis, frequency analysis in order to ensure the validity and conducted a regression analysis and correlation analysis using SPSS statistical program. Results - According to the analysis, it showed consumers with an interest in brand agricultural products are 40-50 age housewives and the middle class of about 5 million won in monthly income more than 3 million won with a college education. As for consumers' purchasing status, all the subjects said that they had experienced buying brand agricultural products and the level of satisfaction for them was very high. Relatively, consumers' satisfaction level with high income and education is high. And recognition of the brand agricultural products was found mainly goes through word of mouth. The age and income are very important factors in customers' repurchase for brand agricultural products. The result of the analysis for the influences on brand agricultural products of customer satisfaction suggests even if the recognitions for safety, quality, and value are vital factors, the recognition of quality doesn't influence on brand agricultural products statistically and significantly. It was analysed if there were any differences between recognitions by group to brand agricultural products, that is to say recognition of safety, quality and value and the result can be summarized as follows. There are all statistical significant differences depending on their age, educational background and income. In the case of 30 or 40 aged, as they got the education level of college and graduate school and earned relatively high income, most customers have positive recognition on the brand agricultural products. This implies the group which can buy and consume the brand agricultural more easily has much more positive recognition. Conclusion - The results of this study shows consumers' brand awareness and satisfaction with brand agricultural products are affected by their age and income level. The purpose of this study is to find the information that can help brand agricultural products markets to be expanded by understanding the factors which encourage consumers to behave repurchase as well as customers' various levels of recognition to the brand agricultural products. The survey says that brand agricultural products are being used by some specific people.
- keywords
- Brand Agricultural Products, Consumers' Recognition, Consumer Satisfaction
Reference
Aaker D. A., & Erich, Joachinmsthaler (2000). Brand Leadership. New York: Free Press.
Engel, J. F., & Blackwell R. D. (1982). Consumer Behavior (4th ed.). Chicago: The Dryden Press.
Chang, Hui-Jeong (2008). Studies on the agricultural brand mark reflects the local identity. Busan, Korea: Thesis for Master in Donga University.
Jun, Chang-Gon (2003). Agricultural co-branded Status and Outlook. Seoul, Korea: Korea Rural Economic Institute.
Jun, Chang-Gon (2006). A Study on the Situations and Driving System of Agricultural Allied Brand-making in Korea and Japan. Korea Journal of Food Marketing Economics, 23(1), 53-77.
Jung, Gyeong-Ho (2014). (A)study on agriculture co-brand design of Cheonan Keobong. Cheongju, Korea: Thesis for Master in Chungbuk National University.
Kim, Hye-Jin (2010). Study on the effect of attributes of tourism storytelling for the perception of destination attractiveness, brand equity and brand value. Busan, Korea: Thesis for Master in Donga University.
Kim, Mi-Song (2010). A Study on the Influence to the Consumer's Purchase Behavior of Branded Agriculturalproducts:Focusing to Purchase Activities of Branded Agricultural Products in NH Stores. Seoul, Korea: Thesis for Master in Myongji University.
Kotler, P., & Amstrong, G. (1981). Principles of Marketing. New Jersey: Prentice Hall International, Inc.
Korea Agro-Fisheries & Food Trade Corporation (2011). Agricultural and livestock products into brands. Retrieved April 15, 2016, from http://www.at.or.kr/counselling/apko 353000/view.action?counsellingId=3365
Korea Rural Economic Institute (2008). Agricultural excellent brand development plan. Retrieved April 15, 2016, from http://www.krei.re.kr/web/eng/journal-of-rural-development?p_p_id=EXT_BBS&p_p_lifecycle=0&p_p_state=normal&p_p_mode=view&p_p_col_id=column-1&p_p_col_count=1&_EXT_BBS_struts_action=%2Fext%2Fbbs%2Fview&_EXT_BBS_sCategory=&_EXT_BBS_sKeyType=all_4&_EXT_BBS _sKeyword=gricultural&_EXT_BBS_curPage=4
Lee, Jeong-Hui (2003). Improvement of Brand Strategy and Policy for Agricultural and Meat Products. Agricultural Business Policy Research, 30(1), 54-76.
Lee, Yong-Geon, Park, Seok-Du, & Park, Jae-Hong (2010). A Study on Relationship between Local Agricultural Products Brand and Consumer Purchasing Intention: The Case of Andong City, Agricultural Scientific Research, 3(2). 55-60.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4). 32-46.
Oliver, R. L. (1981). Measurement and Evaluation of Satisfaction Process in Retail settings, Journal of Retailing, 57(3), 25-48.
Park, Jung-Eun (2006). Government policies and the current state of the Korea brand agricultural products: All brands Produce. Korea Agro-Fisheries & Food Trade Corporation, Naju, Korea. Retrieved April 15, 2016, from http://www.at.or.kr/ebook/apko365000/list.action?at. condition.currentPage=6
Park, Seung-Hwan, & Cho, Chul-Jae (2008). The Impact of Brand and Store Satisfaction on Customer Loyalty in Eco-Friendly Agricultural Products Setting. Korea International Agricultural Development Institute, 20(1), 36-45.
Park, Su-Won (2012). The Influence of Agricultural Brands on Consumer's Attitude: A Comparison between Functional Brand and Storytelling Brand. Seoul, Korea: Thesis for Master in Hanyang Cyber University.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations