대형할인마트의 농산물 PB상품에 대한 소비자 인식 및 구매 패턴에 관한 연구 = A Study on The Consumer Awareness and Buy Patters with PB Agricultural Product of Large Discount Store

다국어 초록 (Multilingual Abstract)

The following research verifies the factors to agricultural PB products, which has high importance to consumers, and to suggest plans to increase the revenues to agricultural PB products. Searching for means to increase income for both Large Discount Store and original producers. According to the analysis results, customers consider two main factors when purchasing PB products. First is the technical-manufactural and the second factor is the distribution-marketing. These factor values were used as variables to conduct a group analysis and the customers were categorized into three groups as a result. The group with highest factorial values showed very high concerns in the above factors when purchasing PB products. When these customers purchase the agricultural PB products, factors including cheap price, quality, sanitation, service and packaging are carefully concerned before the purchase. As for the original producers, direct shipment to Large Discount Store can increase the income. Large Discount Store purchase agricultural products in massive quantity, therefore they require satisfying shipment quantity. It is necessary for local farms to form a union to increase their revenues in direct dealership with Large Discount Store. To reinforce the bargaining power of the supplier with Large Discount Store, who possesses high control over price determination, this direct dealership must be prioritize. To activate direct dealership, the distribution structure must be renovated under government support on products with high dealership rate.