An Effect of Consumer Buying Behavior of an Agricultural Brand

This study analyzed the impact on consumer buying behavior of the brand marketing of agricultural products in Korea. It was devised to understand the brand marketing of agricultural products and redefine the status of them. It examined the influence on customer buying behavior through investigating the relationship between agricultural brands and consumer buying behavior. The types of products, with independent variables, were divided into agricultural brand products and generic products. Brand products included the brand name considering the regional characteristics, scaling, standardization, quality management and the brand assets. Sales as the dependent variables were limited to expanding sales of Nonghyup brand products such as consumer awareness and confidence for the quality of agricultural products. Control variables were selected on characteristics of products such as freshness, safety, quality, and a category. Moderating effects were examined on consumer characteristics, including income levels. As shown in these results, customers using large agricultural specialty stores has showed positive image for quality assurance, freshness, safety, and diversity. Consumers increased their purchases for the agricultural brand products rather than generic agricultural products because of the general reliability of quality assurance.