• 농촌지도와개발
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• 제7권1호
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• pp.137-153
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• 2000

The purpose of this study was to develop long and short-run educational programs for u-turn farmers based on their need assesment. This study was conducted by review of literature and surveys. Subjects of this surveys were 310 participants of agricultural training programs developed by the Rural Development Administration for u-turn farmers in 1997 and 1998. According to major findings, many participants were faced with problems such as financial shortage, deficiency of farming skills, difficulty of marketing, new neighbours unfavourable gazing and farm labour shortage. These problems could be classified into the problems at their preparing stage and the problems of adjusting stage in their farms. And also the participants suggested that educational programs for them contain knowledge based teaching and technical practices with focus on their problems solving. With their suggestion various knowledge and technical modules were selected. Using these module several kinds of long and short-run educational programs could be developed.

• 농촌지도와개발
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• 제19권3호
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• pp.729-755
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• 2012

The role of branding has been to differentiate products, but brands have been increasingly applied to organizational image too. The brand image holds a key position by the marketing system in this era. The main purpose of this research is to analyze the case for the development of farm brand. A in-depth interview was conducted to analyze the case for development of farm brand in connection with agricultural products and their business operation. The farms used various stories in the process of develop brand including farm history, cultivation process, product, management, relationship with consumers. The study present the findings divide into brand naming, image, positioning. The farms built trust by consumer relationship with the farm brand. The results of the study provide insights for agricultural marketers who intend to design brand stories that align with their produce.

• 한국유기농업학회지
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• 제14권1호
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• pp.1-15
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• 2006

Asan city has many strengths, for examples, the distinction of innovation ability, several places with clean environmental resources, conventional-cultural resources and favorable conditions of location in regional agriculture development. But it has not devised the comprehensive development plan for regional agriculture that is integrating natural, cultural and industrial resources. So the plan linked with those resources should be to promoted to develop agricultural production, marketing and regional economy. And a development strategy is to have the system of agricultural independence within Asan. Namely, originality, identity and cooperative spirit in economic and social-cultural aspects of Asan agriculture are needed, which are a great help to settle agricultural issues in Asan itself And the governance system needs to be introduced that has the main bodies of Asan agriculture, so as to promote agricultural policy.

• 유통과학연구
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• 제11권12호
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• pp.71-81
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• 2013

Purpose - This study investigated the effects of consumers' selection criteria for environment-friendly agricultural products on purchase intention and the effects of consumers' attitudes and the reliability of environment-friendly agricultural products on purchase intention by using the theory of planned behavior. Subjective norms of variables of behavioral intention, attitudes toward behavior and control of the behavior were used to create selection criteria, consumers' attitudes and reliability of environment-friendly agricultural products. The study investigated the effects of consumers' selection criteria, attitudes, and reliability of environment-friendly agricultural products on purchase intention constructing models and hypotheses of mediation and moderation between selection criteria for agricultural products and purchase intention by consumers' attitudes and reliability. Research design, data, and methodology - The findings were as follows: first, consumers' selection criteria for environment-friendly agricultural products had a significantly affirmative influence upon purchase intention. Health was the most important factor of selection criteria convenience was more important than quality and familiarity was next. Consumers' attitudes and trust had a significant influence on purchase intention. Second, testing showed that consumers' attitude and trust partially mediated selection criteria: sub-factors and purchase intention were important in selection criteria. Third, testing showed that consumers' attitude and trust had a significant moderation effect between selection criteria and purchase intention. In the test of the moderation effect between sub-factors of selection criteria and purchase intention, consumers' attitude had a significantly positive influence upon health, convenience, and familiarity, and had no significant influence upon quality and purchase intention. Consumers' trust had no significant influence upon health, convenience, and quality. Results - The study provided several theoretical implications: first, an empirical analysis was undertaken with selection criteria for environmental-friendly agricultural products, consumers' attitude, and trust to investigate subjective norms, attitude toward behavior and control of behavior based on the theory of planned behavior. Second, this study investigated both the mediation effect and moderation effect of consumers' subjective norms on attitudes toward behavior, the mediating effects of perceived behavior control and changes of behavioral intention depending upon size and direction of the variables. This study also provided several practical implications. Conclusions - First, consumption of environment-friendly agricultural products did not increase despite rapid increase of production therefore, promotion of consumption and distribution was needed considering the supply and demand of the products. Second, definite standards for selection criteria were suggested to build up consumers' attitude and trust. Consumers' attitude could be improved by factors including the brand of environment-friendly agricultural products, consistent quality, solving physiological problems caused by adverse effects of environmental problems, supplementary approaches, treatment of adverse effects by eating food, and the development and supply of products in accordance with changes of lifestyle. Finally, consumers' demand for sub-factors of selection criteria could be much higher than health, convenience, and quality of the products. Therefore, a process was needed that could continuously check consumers' needs for the products. Limitations were described at the end of the study.

• 농촌지도와개발
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• 제6권1호
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• pp.43-54
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• 1999

Taiwan has plural agricultural education system and has accelerated its social and economic growth through Agricultural Extension Education. This study has been carried out centering around the work plans which analyzed the project of cultivating young farmers supported by the Republic of China Government. Taiwan has promoted administrative and financial support systems with the government as the central figure in order to equip the efficient and continuous development system of agricultural human resources for securing agricultural skilled personnel, developing farmers' organizations and cultivating young farmers that can cope with the open world. The main training programs are for developing farmers' organizations and they are as follows. 1) The Agricultural Production and Marketing Group(APMG) 2) Expert Farming Training Program for Rural Youth 3) Agricultural Extension Service Worker Training Program 4) Rural Youth Development Program 5) School 4-H Club Activities for Student Development Program 6) International Rural Youth Exchange Program Development 7) Agricultural Extension Education Program for Minority People 8) Job Change Training Program for Rural People The training programs are organized for all the rural residents and students to develop their individual careers systematically and continuously, and they are very encouraging in whole development. Also they offer us many suggestions.

• 산경연구논집
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• 제5권2호
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• pp.21-28
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• 2014

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.

• 한국버섯학회지
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• 제20권3호
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• pp.173-177
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• 2022

본 연구 목적은 백령느타리 『우람』의 유통인 및 소비자 선호에 따른 마케팅전략 수립을 통해 시장진입 방안을 제시함에 있다. 시장 평가 결과 첫째, 유통인 평가에서는 모양과 크기가 균일한 버섯 재배, 높은 수분함량에 따른 낮은 저장성 보완, 소포장 판매가 필요하다고 하였다. 둘째 소비자 평가에서 백령느타리의 품질 만족도는 식감이 가장 높았으며 크기와 모양의 만족도가 낮았다. 소비자 평가에서도 유통인평가와 마찬가지로 수분이 많아 저장성이 짧다는 의견이 도출되어 재배시 개선이 필요하다고 판단된다. 시장평가를 통한 마케팅 전략은 다음과 같이 도출되었다. 제품(Product) 측면에서는 모양과 크기가 균일한 버섯 생산, 150~300 g 형태로 소포장 판매를 고려해야 하고 가격(Price)는 고급화전략으로 고가판매, 유통(Price) 측면은 생산 초기 로컬푸드 및 친환경매장 입점 후 농가 생산이 증가하면 도매시장에 정기수의계약으로 출하를 할 수 있다고 판단된다. 마지막으로 홍보(Promotion)는 백령느타리가 소비자들에게 생소한 버섯임을 감안하여 시식행사, 체험단 운영을 통해 소비자의 접근성을 높여야 할 것이다. 이러한 마케팅 전략을 수행하기 위해서는 무엇보다 생산농가와 협력하여 안정적인 생산을 유도하고 유통 및 판매 등의 과정이 체계적으로 관리되고 지속될 수 있도록 노력해야 한다. 또한 신소득 품목 육성과정에서도 유통 및 소비트렌드 등을 면밀히 파악하여 소비지향적인 품종 개발을 위해 노력해야 할 것이다.

• 한국농공학회논문집
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• 제54권2호
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• pp.7-14
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• 2012

To analyze any given situation, it is necessary to have information on elements which affect the situation. Particularly, there is greater variability in both frequency and magnitude of agricultural product prices as they are affected by various unpredictable factors such as weather conditions etc. This is the reason why it is difficult for the farmers to maintain their stable income through agricultural production and marketing. In this research, attempts are made to quantify the entropy of various situations inherent in the price changes so that the stability of farmers' income can be increased. Through this research, we developed an entropy model which can quantify the uncertainties of price changes using the probability distribution of price changes. The model was tested for its significance by comparing its simulation outcomes with actual ranges and standard deviations of price variations of the past using monthly agricultural product prices data. We confirmed that the simulation results reflected the features of the ranges and standard deviations of actual price variations. Also, it is possible for us to predict standard deviations for changed prices which will occur after a certain time using the information entropy obtained from relevant agricultural product price data before the time.

• 가족자원경영과 정책
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• 제9권1호
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• pp.1-15
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• 2005

This study was designrd to determination factors of purchase expansion for environment-friendly agricultural products on consumers. The 310 subjects formatted questionnaires were analyzed to frequency, percentage, descriptives, T-test and logistic regression by SPSS WIN 10.0. The results were as follows : First, it is proved that degree of cognition, standard of information acquisition, basis of valuation were significant variables, Second, it is revealed that the producer and the direct deal, the consumer organization's co-op and the food floor of large-sized discount hoarded goods for purchase places of environment-friendly agricultural products were significant variables. Third, it is proved that reduction in a price the improvement matter for purchase expansion of environment-friendly agricultural products was determination factors. Forth, it is proved that age and income for purchase expansion of environment-friendly agricultural products was determination factors. Accordingly, we should find the positive factors of purchase and consumption that it will become an important subject for environment-friendly agricultural products on consumers.

• 농촌계획
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• 제26권1호
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• pp.13-22
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• 2020

This study analyzed the relationship between the sense of community, organizational commitment, and business performance among farmers participating in the agricultural products processing center. As a result, the farmer's sense of community at the agricultural products processing center had a positive effect on organizational commitment, and the farmer's sense of community had a positive effect on business performance. In this regard, efforts should be made to systematically manage and sustain the future of formal, formal and informal activities of the agricultural products processing center. In addition, in order for the community formed at the agricultural products processing center to continue to grow, it is necessary to take the approach of improving the competence of personnel, organizing work, developing professional programs, and forming related networks. In addition, the organization formed through the agricultural products processing center should be grown as a farmer's organization of processing base so that it can be linked with the activation policy such as food plan and local food.