농산물 브랜드의 지각이 소비자 만족, 신뢰 및 구매의도에 미치는 영향에 관한 연구

Abstract

The purpose of this study is to examine determination factors of purchase for agricultural products brand on consumers. To cope with a changed market environment of agricultural Products and to meet various desires of consumers, the circulation market requires a new marketing means. Because consumer tend to have a trust for a known brand, the arrangement of the brand strategy of agricultural products can be a very urgent issue. For that reason, a national level and each agricultural organization strives with various methods to activate the brand such as a government subsidy and a joint brand development of local authorities. To accomplish these objectives, 260 jeju consumers were given questionnaires for 5 weeks between the 1th of September and the 10th of October , 2011. All of them was returned of which 250 were used for empirical analysis. This study consists of 5 chapters: (1) Introduction (2) Theoretical Backgrounds: Agricultural Products Brand's Perception , Customer Satisfaction ,Customer Confidence and Customer Attitude (3) Methodology (4) Empirical Research (5) Conclusions Frequency, Reliability, Factor, Correlation and SME(Structural Equation Model) by statistical packages, SPSS(Release 12.0) and Smart PLS 2.0 were used to analyze. The study can be summarized as follows. Firstly, Agricultural Products Brand's Perception has an effect on Customer Satisfaction. Secondly , Agricultural Products Brand's Perception has an effect on Customer Confidence. Thirdly, the Customer Satisfaction has an effect on Customer Confidence. Fourth, the Customer Satisfaction has an effect on Customer Attitude. Fifth, the Customer Confidence has an effect on Customer Attitude. From what has been researched above , the results of this research can be summarized as follows: As assignments on the activation measures of the agricultural products brand based on the analysis result ,the following items must be systematically promoted a conversion of the producer's recognition for the brand an establishment of the brand strategy for the products differentiation .a construction of the brand-oriented marketing organization and personnel, the establishment of the circulation and marketing strategy for consumers, and establishment of the brand strategy emphasizing on a property of products.