期刊名称：International Journal of Industrial Distribution and Business
印刷版ISSN：2233-4165
电子版ISSN：2233-5382
出版年度：2014
卷号：5
期号：2
页码：21-28
DOI：10.13106/jidb.2014.vol5.no2.21
语种：English
出版社：Korea Distribution Science Association
摘要：Purpose - This study aims to understand the brand marketing of agricultural products and redefine their status in South Korea by analyzing impacts on consumer buying behaviors.Research design,data,and methodology - Products,with independent variables,were divided into agricultural brand products and generic products.Dependent variables were limited to expanding sales of a specialty brand through consumer awareness,consumer buying behavior,and confidence in agricultural products’ quality.Control variables were based on characteristics of products such as freshness,safety,quality,and their category.Moderating effects were examined on consumer characteristics,including income levels and age.Results - Consumers increasingly purchased agricultural brand products rather than generic agricultural products because of the general reliability of quality assurance.Conclusions - Large agricultural specialty stores have enhanced the perceptions of quality assurance,freshness,safety, and diversity.Through a critical analysis of the domestic consumer income levels and age,gender,and demographic factors, such as agricultural consumer buying behavior not affecting consumers' health and life,this study proposes positive changes in quality perception.
