• KOREAN JOURNAL OF CROP SCIENCE
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• v.53 no.4
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• pp.347-352
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• 2008

This study was carried out to estimate the quality of Jeonbuk-originated brand rice by comparing with other domestic brand rices and imported market rices. Rice variety, "Ilmi" was a major portion of brand rices in Jeonbuk region, and in few portion, there were variety-mixed brands, Shindongjin, Kosihikari, and Hitomebore. Comparing the ratio of head rice of high-quality Jeonbukoriginated brand rice with other domestic brand rices were not significantly different. Head rice ratio and mechanical taste values were not significantly different between high-quality Jeonbuk-originated brand rice and the other domestic brand rices. The contents of protein, moisture, amylose of rice were also not significantly different between them. The quality of high-quality Jeonbuk-originated brand rice was as good as that of other domestic brand rices and had not changed it by period. The foreign rice imported from United States, Chinese (involved parboiled), Thailand and the domestic rice cultivated in Jeonbuk province were investigated. There could get difference on the major component related to palatability of rice as country in this study. Comparing with foreign rices. protein content of domestic rice (6.1%) was similar with that of United States, lower than those of Chinese and Thailand. The head rice ratio of the domestic rice was 92%, which was similar with those of Unite State and Chinese but the Chinese parboiled rice was completely cracked during processing. The setback viscosity of domestic rice related to retrogradation was lower than those of the imported rice except United States. The Ad (Adhesiveness / H(Hardness) ratio was higher in the domestic and United States rice.

• Journal of Digital Convergence
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• v.20 no.5
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• pp.401-410
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• 2022

This study deals with the relationship among trust, attachment and brand loyalty of agricultural products' rice co-brands, which are the staple food of the people. The research method established the hypothesis of the study under the foundation of prior research and developed the survey. The subjects of the study were distributed, retrieved, and analyzed the survey of 163 rice farmers in Buyeo-gun, Chungcheongnam-do. The empirical analysis results show that: First, hypothesis 1 of the brand awareness and image that "rice brand assets will be a positive relationship to trust" were statistically adopted. In particular, statistical t values showed a difference in consumer confidence over recognition>images. Second, hypothesis 2 of the trust of agricultural rice brands will be a positive influence on attachment and loyalty' statistically supported. In this regard, brand trust was higher in loyalty than attachment. Third, the attachment of agricultural products to rice brands will be a positive influence on loyalty,' was statistically supported. The strategic implications of this study are as follows. First, consumers should be given clues of trust(ex, GAP of Natioanl Approval Licesing, Fam Tour) as they distrust the perceived quality of the rice in the market. Second, the effect of the origin of rice is questionable, so the spread of the production power system should prevent the mixing of rice varieties, that is the spread of the production history systems.

• Culinary science and hospitality research
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• v.23 no.2
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• pp.35-44
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• 2017

The purpose of the present study was to investigate the impact of experience factors on brand attitude and revisit intention in cakes specialty shop. The result showed that among experience factors in rice cake specialty shop, educational experience factor and aesthetic experience factor had influence on both brand attitude and revisit intention, and entertainment experience factor had only influence on revisit intention. Also, brand attitude had significant influence on revisit intention. It was confirmed that experience activities in marketing of traditional food such as rice cakes are significant marketing activities, and educational experience factor and aesthetic experience factor have high correlated each other. On the other hand, entertainment experience factor is in lack relatively, which is due to the complexity of the traditional food manufacturing, and future improvements about this needs to be required. This study was to identify marketing significance of experience factors in rice cake specialty shop and to verify the necessity and effectiveness for spreading vigorous marketing in a variety of traditional food fields through this opportunity.

• Journal of Agricultural Extension & Community Development
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• v.14 no.1
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• pp.171-195
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• 2007

Gyeonggi rice has been placed relatively favorable market position in the domestic rice market. With the superiority of its quality, gyeonggi rice has been well recognized to consumers. The price of gyeonggi rice has placed higher position than that of others. But, gyeonggi rice are facing crisis on the competition by regional brands. Therefore, this study was carried out to find the differentiated marketing strategies on problem related with the product differentiation and brand marketing of gyeonggi rice. In order to find out how much the effort on the product differentiation of gyeonggi rice affects the price and brand recognition, fifty RPCs in gyeonggi province were surveyed. As the results, $22{\sim}23%$ of harvested rice which was gathered into RPC was come out 'obscurity of production origin' when we consider material hull rice in the original production territory by collecting time and channel. With comparing sales weight of gyeonggi rice by the place of shipment, agricultural cooperative channel was the highest by 44.7%. And, wholesaler comes to 17.7%, discount outlet store was 13.9%, large quantity delivery in business was 11.1%, and department store was only 5.2%. Finally, we could consider to adopt the traceability system on gyeonggi rice distribution system from production to consumers' table to get consumers' credibility and compete imported high quality rice.

• Proceedings of the Korean Society of Crop Science Conference
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• 2017.06a
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• pp.154-154
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• 2017

In accordance with the opening of the Korean rice market, this study was focused on establishment of database for discriminating the Korean rice varieties and imported brand rices using DNA markers. In this study, the SNP markers were developed using single nucleotide polymorphisms between the reference sequences of japonica and them of 40 brand rices which collected in Australia, China, Thailand, United States and Vietnam. The developed SNP markers were screened to a total of 360 rices including 320 Korean rice varieties and 40 imported brand rices. We selected polymorphic markers among Korean bred rive varieties and imported brand rices. The selected markers were classified into 3 grades. The markers of A grade produced DNA band in 360 rices of 30~40%, B grades produced in 40~60%, and C grades produced bands over 60% rices. First, we tried to set-up the discriminating system using the minimum SNP markers of A grade. Especially, a set of sixteen SNP markers could identify among Korean bred rice varieties and imported brand rices. Additionally, some SNP markers like NSb for Pib gene, JJ80-T for Pi5 and YL155/YL87 for Pita which linked to resistance genes to blast were used to fingerprinting system. These markers were set-up as multiplex set for enhancing the identification efficiency among rice varieties. Finally, the selected SNP markers would be used to the fluidigm assay to construct the database for elaborate discrimination of rice varieties.

• Proceedings of the Korean Society of Postharvest Science and Technology of Agricultural Products Conference
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• 2002.08a
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• pp.46-53
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• 2002

The self-sufficiency of rice production was attained in 1975 through development of Tongil-type high-yielding rices and rapid dissemination to farmers and innovation of cultivation technologies, so-called "green revolution" in Korea. It can be continued during the last twenty seven years except some years with meterological disasters. The national average of milled rice yield per ha was only 3.1 ton at the first half of 1960′s, but it drastically increased to 5.0 ton at the 2nd half of 1990′s. Also, the rice quality was highly improved through the continuous varietal improvement of high-yielding japonica rice cultivars. The amounts of rice stock will go beyond about 1.9 million tons in 2002 due to the recent continuos bumper rice crop and relatively rapid reducing in rice consumption. There are so many rice brands over 1,200 in Korea, but most of rice commodities are not enough controlled in terms of marketing quality and palatability of cooked rice. Although the most rice brands are not properly controlled in quality management, its average level of grain quality is largely improved through the continuously increased diffusion of newly-developed high-quality rice cultivars since 1991. The rapid construction of rice processing complex(RPC) since 1992 also accelerates the production and distribution of brand rices. Especially, about half of distribution amounts are covered by brand rice commodities of the agricultural cooperative associations. The rice is mainly consumed by the type of cooked rice. The amounts of rice consumption for food processing is only below 4% of total rice consumption. The processed rice foods is mainly consumed as various processed cooked rices, rice cakes, and rice wines.

• KOREAN JOURNAL OF CROP SCIENCE
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• v.51 no.7
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• pp.645-651
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• 2006

This study was performed to examine the relationship between quality characteristics and palatability on 21 varieties of commercial brand rice in North Kyeong-sang Province, Korea. The average percentages of translucent kernels, an important factor in rice quality, were the higher in the Ilpumbyeo cultivar than other six rice cultivars including Mihyangbyeo, Ilbanbyeo, Chuchungbyeo, Saechuchungbyeo, Hidomebore, and Nampyeongbyeo. The mean contents of amylose among commercial brand rice were not significantly different. The protein content was inversely associated with palatability (Toyo value). The sensory evaluation showed that clumpiness was positively correlated with the moisture content. The preference in color of cooked rice was increased as the percentage of translucent kernels increased. The roasted nutty flavor was highly correlated with the cooked rice with high protein content, while the chewiness was associated with high moisture and low amylose content.

• Korean Journal of Organic Agriculture
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• v.28 no.2
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• pp.189-208
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• 2020

The purpose of this study aims to estimate consumption selection attribute, part-worth of organic instant rice through the use of conjoint analysis method. The conjoint analysis is to trace the development of consumer preference among multi-attribute alternatives. The selection attribute was including 4 factors preferred Type of rice, Capacity, Brand and payment price. For this research, a total of 192 questionnaires was collected of which 200 were completed. The research design was a full profile method by orthogonal design then 9 main profiles, 3 holdout sets were created. The results of this research were as follows. Consumers of organic instant rice are consider their importance of selection attributes was in order to price (25.87%), Type of rice (27.231%), Brand/Purchase channel (24.013%) and Capacity (18.494%). The findings of this study have identified 3 clusters for each experience visitors. Each cluster has a different and showed the relative importance or preference values for each accessible attribute of the segmentation.

• Korean Journal of Organic Agriculture
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• v.30 no.2
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• pp.191-206
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• 2022

Rice has prevailed as a staple food in South Korea. Rice consumption has sharply shrunk nowadays. In the wake of COVID-19 Shock and the "untact" era, the instant rice market has significantly grown, and there is a possibility of solving the shrinking consumption of domestic rice. This study contributes to the development of rice consumption promotion strategies by examining the factors of purchasing instant rice based on the Hedonic Price Methodology. In particular, given the increase in online market, this study compares attribute values of product characteristics between online and offline markets. The empirical results show that calorie, brand, organic and functional products have positive effects on instant rice prices. The rate of carbohydrate, the PB and bundle attributes have negative effects on instant rice prices. The results also show that the magnitude of brand, bundle and PB attribute values are bigger in offline market while that of the number of multigrain attribute value is relatively bigger in online market. The organic attribute value is important regardless of marketing channels.

• KOREAN JOURNAL OF CROP SCIENCE
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• v.51 no.spc1
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• pp.42-46
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• 2006

The purpose of this study was to assess whether mechanical sensory score by Toyo Midometer can be substituted by near-infrared spectroscopy (NIRS) method in whole-grain milled rice samples. Toyo values of collected commercial brand rice (n=127) had comparatively wide ranges from 62.9 to 84.2 (Mean=70.5; S.D.=4.0). Calibration equation was developed using 73 samples. Standard error of calibration (SEC) for sensory score equation and $R^2$ were 0.95, and 0.94, respectively, however, percentage of variation in the reference method values (1-VR) which give a true indication of equation performance was slightly lower (1-VR=0.81) than calibration equation. It was demonstrated that, even though NIRS has potential as a rapid tools to predict rice sensory score, the prediction of sensory score in rice by NIRS needs to be further investigation on a large number of sample with different varieties and growing locations.