In order to present a realistic alternative to agricultural product brands which achieve quantitative growth but minimal qualitative growth, this study attempted to identify the structural factors that affect the agricultural product brand equity and quantitatively analyze the effects of the structural factors on the brand equity. For the quantitative analysis, a survey was conducted among customers with a structured questionnaire. The major results of the analysis are as follows. First, the structural factors of the agriculture product brand equity were theoretically reviewed through many preceding studies in regard to the brand and brand equity. Awareness, quality and loyalty were selected as the structural factors of the agriculture brand equity. Second, when the sub-structural factors of the agriculture product brand equity were analyzed, it was found that awareness includes familiarity, first reminding level, general awareness, sub-awareness, frequency of reference and level of people's logo recollection. Quality includes quality consistence, quality reliability, quality stability, general quality and quality for price. Loyalty includes recommendation, purchase intention, cost premium and repurchase intention. Third, in the analysis of the factors of awareness, quality and loyalty were found to be statistically significant at the 1% level of significance, and it turned out that the higher the awareness, quality and loyalty, the higher the brand equity. Fourth, the factors most influencing the brand equity differed from those obtained using the standardized coefficients. The highest standardized coefficients of the factors on rice and condiment vegetables were those for quality with values of 0.486 and 0.581, respectively, and the highest standardized coefficients of the factors on fruits and fruit vegetables were those for loyalty with values of 0.536 and 0.490, respectively. Finally, it was found to be more effective to develop brand policies using an approach based on awareness, quality and loyalty by item. Also, focusing on enhancing the quality when developing brand policies for rice and vegetables, or focusing on enhancing loyalty when developing brand policies for fruit and vegetables was found to be more efficient using the limited resources.
This study provides the importance and value of selection and dissemination of Korean proven bulls by analyzing an economic impact. The results of economic impact analysis show that selection and dissemination of Korean proven bulls have a significant role in development of Korean bulls industry. The results of this study we found that the economic effect was 498.49billion won based on the condition of over grade 1. And the economic effect was 521.22 billion won based on the condition of over grade 2. It also insists that a continuous research and development of selection and dissemination of Korean proven bulls is needed for development of Korean bulls industry.
Consumer preference, marketing environment and various agricultural policy were changed recently. So it is necessary to analyze the consumption behavior for selection the target market. In this paper, we analyzed the consumption behavior and the brand positioning using oriental melon. From the results of analysis, firstly, consumers' age, job, education and the number of member of household were effected to consumption behavior of oriental melon. Secondly, the marketing factor was the most important when purchasing oriental melon. Thirdly, the brand of Sung-Ju Oriental Melon was evaluated to the best brand on brand name, brand image and brand message.
: The purpose of this study is to survey on parents' preference and estimate parents' Willingness to pay(WTP) for after-school rural experience program in daegu city by choice experiment(CE). The results of this study are as follows; First, we divided after-school rural experience program into three types, namely: nature seeing, play exercise and learning experience. Second, the study has shown that parents prefer learning experience among those after-school rural experience programs. Among attributes which form a experience program, instructor certificates, consuming time and expense for participant are statistically effecting significant impact. Third, the result of estimation on willingness to pay for development of after-school rural experience program is as follow. The willingness to pay for learning experience is 6,337won, willingness to pay for instructor certificates is 14,102wonand it for consuming time is 2,926won. Therefore, composition centering learning experience is better and instructor who has expert certificate is required. It is much better to compose that the consuming time is longer and the expense for experience is lower. But there is limitation because this survey was conducted based on an assumption, so it could read over estimation problem. The result of this study may provide useful information to develop after-school rural experience program using rural resources and to improve rural tourism policy.
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