쌀 품질과 브랜드에 대한 소비자 인식과 개선방안

Consumers Recognition on Rice Quality & Brand and Marketing Strategy

This study aims to estimate the recognition of consumers and sellers on the rice quality & brand and to suggest brand marketing strategy. Housewives considered the condition of choice as an important factor in buying the branded rice - 1) Safety, 2) High nutritive value, 3) Shape of rice (external appearance), 4) Cultivation area, 5) Certified quality, 6) Variety of rice, etc. Consumers are interested in no-pesticide rice, functional rice for diet and low-cholesterol and head rice compared with general brand rice. It is necessary that rice-producers enhance the credibility of certified quality rice by public relations to the consumers. And it is necessary to raise brand power of rice by an effective means, such as maintenance of uniform quality, upgrade of quality control, security of credibility, introduction of traceability system for food safety, market differentiation of price and quality, thorough-going after service, continuous PR marketing, etc.