우수브랜드 쌀의 구매의사결정에 관한 연구 = An Empirical Analysis of Excellent Brand Rice Purchase Decision

다국어 초록 (Multilingual Abstract)

Our rice has made progression to ``brand`` goods with the government support. But too many brand rices for the domestic market confuse customers. The purpose of this study is to research on factors of customer`s excellent brand rice purchase decision. The Excellent Brand Rice is a brand rice chosen by consumer groups and supported by the Ministry of Agriculture and Forestry, the agricultural cooperative(nonghyup), local governments, private businessmen and rice processing complexes(RPC). In the research model, a dependent variable is a excellent brand rice purchase. Independent variables are pre-perceptive qualities (pro-environment, raising method, safety for body, nutrition elements, production areas, assurance to qualities), brand image(rice distinctions, interests, innovation, uniqueness, recommendation of users), brand loyalties (preference, purchase intention, purchase as being high price, just likeness), brand perceptions (easy remembering brand, commercial effects, information from friends or neighbors, remembrance on logo or symbol, information from internet). The results of research present below. First, factors on excellent brand rice purchase decision were brand good images(innovations, distinctions, interests, customers) differing from general brand, loyalties(likeness, preference, purchase intention) that they will buy excellent brand rice even though they are more expensive, brand perceptions (easy remembering brand, commercial effects, information from friends or neighbors, remembrance on logo or symbol, information from internet). But rice qualities (pro-environment, raising method, safety for body, nutrition elements, production areas, assurance to qualities) that were regarded very significant earlier research have not been included in the rice purchase decision factors.