쇠고기 브랜드육에 대한 소비자 반응과 브랜드화 정착방안

Plan for Brand Settling and Consumers Reflection on Brand Beef

The purpose of this study is to suggest a plan for brand beef priority by researching and analyzing customers reflection on brand beef mainly with questionnaire with 500 of consumers living in the Capital Territory, South Korea. The results of this research can be summarized as follows; first, on recognition rate of brand beef, 57.6% of the total respondents answered that they had never heard about it, while 41.7% of them answered they had heard. Second, on taste and quality of the brand beef, good was 20.2%, bad was 0.6%, and not clear and no answer were the others. Third, for their reliability of the consumers who recognize brand beef, rely was 26% and not rely was 15%. Fourth, according to the research on Will you purchase the beef brand in the future? if the quality and safety are secured even though the price is high, 60.8% answered I will purchase, and 26.8% answered I will not purchase. Stable settlement can be expected when we increase belief by raising quality and safety, and increase recognition of beef brand by effective advertisement for low income and low educational level as well as securing fixed consuming bracket through more active marketing strategy for the high income and high educational level.