농축산물 브랜드화의 개선방안

초록

This study analyzes consumers responses to the agricultural pruduct branding and suggests the right directions of the branding in marketing strategies and the government policy. In this study, especially, the branding strategies using the attributes of products which consumers consider in buying agricultural products will be presented. Most of consumers accept the branding as an important factor in buying agricultural products. However, they are reluctant to pay premium for the branded agricultural products because the brand agricultural products are not trustable yet. The main result indicates that the successful branding needs the branding strategies using the attributes of products which consumers consider in buying agricultural products. For example, the nutrition and health emphasized branding will increase high income consumers demands for agricultural products.

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