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Marketing Strategy for Agri-food Using Events

By reviewing satisfaction of visitors who participated in International Fermented Food Expo (IFFE), this study purposed to examine causality between IFFE s Marketing Mix 4P s of Marketing composed of product, price, promotion, and place, its impacting factors including sales and promotion of agri-food and factors of loyalty such as revisit and word of mouth promotion in terms of structure. The other aim of this study was to clarify the purpose of participation and the relationship between merits and demerilts of events. As a result of analysis, first, IFFE was affected by price (.424), product (.367), and place (.143). Second, the factors of loyalty to IFFE was influenced by product (1.364), place (.578), promotion (.435), impacting factors (.415) and price (.269) in order. Third, according to the result of analyzing purpose of participation in the expo and its merits using cross-tabulation analysis, as for the purpose of participation, the percentage of education and experience was highest accounting for 34.1 %, followed by event atmosphere for 25.9%, participation during a tour or other business for 20.9% and purchase of products for 19.2%. Regarding merits of IFFE, collection of various information on agri-food and experience accounted for 37%, the highest percentage, and then purchase of diverse agri-food accounted for 32.3%. With regard to demerits of IFFE, the percentage of convenience of viewing in an event hall (28.5%) and that of propriety of price of agri- food (17.1%) were high.