Relative Evaluation to Its Attributes and Positioning Strategies for Environment-Friendly Agricultural Procucts

친환경농산물의 속성별 상대평가 및 포지셔닝 전략

This study attempted to identify relative evaluation to its attributes and improvement of consumer's demand in the Environment-Friendly Agricultural Products(EFAP). To identify the consumption patterns of EFAP, a series of household surveys were conducted for housewives residing in Seoul and its metropolitan area(Bundang and Ilsan). the sample size of the survey is 366 respectively. This study operated relative evaluation of EFAP by Multi-Demential Scales(MDS) about 10 attributes that this study set up. As the result, the consumers recognized that EFAP is "protection of ecosystem", "food safety", "good for growth of children", "high quality", and in case of conventional farming products is "inexpensive price", and "diversity of purchasing items". This trend has significant implications to the structure of EFAP output and how positioning strategies, and approaches should be properly formulated and implemented.