• Journal of Digital Convergence
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• v.6 no.3
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• pp.65-73
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• 2008

The food crisis is gradually augmented, which derives from a world-wide process. And it is the actual conditions for which there is no solution on national level. Rice is a fundamental agricultural products, and it makes up a large percentage in the Korean farming industry. Especially, the environment around the domestic rice market has rapidly been changing and shrinking because of the open policy in the International market. In order to compete with the international market, Korea must be strong in stable-based construction and international marketing strategies of domestic rice products. Most of consumers recognize the importance of developing a brand-name rice. However, the degree of recognition on the brand-name rice is still very low. The Purpose of this paper Is to drive brand marketing strategy for positioning of domestic rice products.

• Journal of Fisheries and Marine Sciences Education
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• v.27 no.4
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• pp.1118-1128
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• 2015

In the midst of the advancement of global economic trade restrictions, the internationalization of domestic agriculture, which has occurred at a time of crisis in the industry, has presented an opportunity for Korea's agricultural products to be exported overseas. In particular, from 2015, after favorable outlooks for Korean rice, it is expected that the domestic agricultural industry is in a strong position to play a major role in export markets. Due to this, among existing measures targeting the import of rice, increasing domestic measures to boost rice exports and establish an effective operating plan are being pursued. However, until now, appropriate measures targeting domestic rice markets have not been found. In addition, domestic grain piers, which are currently used exclusively for the import of grain, do not have sufficient capacity to handle export operations. Therefore this paper will examine the current status of domestic grain piers, and will suggest a operating plan in grain terminal for the export of grain in order to successfully bring domestically produced rice to foreign markets. The conclusions drawn from this paper are designed to be used as a basic application for the operational plan of grain piers for the purpose of increasing domestic rice exports.

• 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.109-119
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• 2002

Rice production in Korea began to rise significantly after 1970. Rice is the dominant food in Korea and most of the rice production (about 95%) is consumed as cooked rice. it provides over 4,000Kj of energy per capita per day. Apparent rice availability in 2000, 93.6Kg of milled rice per person annually. The non-allergenic character of rice offers a sound basis for development of products for markets for all age groups. Whole grains are washed rice, coated rice, enriched rice in Korea. Utilization of rice as food can be categorized three categories in Korea; direct food use, processed foods, and brewing. Rice for direct consumption include regular whole grain, precooked rice, brown rice and specialty products such as aseptic cooked rice, retort cooked rice and rice burger. Rice used for processed foods includes that for cereal, soup, baby food, snack, cake, noodle, brown rice tea, and minor unclassified uses. Rice use for brewing is for the production of fermented rice wine. The use of rice for direct food is by for the greatest of the three uses. Although direct food accounts for the largest domestic consumption, a significant quantity of rice is used in processed products. The use of rice by-products as human food should not be over looked. Utilization of by products(rice germ, rice bran) requires a specialized technology. Typical type of rice is black rice. When cooked, black rice gives a black color to cooked rice. Glutinous rice performs specific functions in several commercial products such as dessert, gravis, cake and snack. Rice starch production is quite limited because of the high cost of making of starch. Rice processed products in Korea are occupied small parts of total rice production compared to Japan. Rice cake (Garadog) is the principal from of rice product consumed in Korea. Rice cake and snack is usually prepared from non-glutinous milled by washing, grinding, steaming, cooling and packaging. Rice cake will be continued to be a major rice product in Korea. Rice products represent a means to study variety differences in rice grain quality, since the processing magnifies differences not normally detected from more boiling. Recently, rice processing companies in Korea are about 400 ones which uses rice about 160,000tons. New rice processed products and modified traditional products must be developed and diversified with high quality and processing properties of rice processed products are improved.

• Journal of Distribution Science
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• v.12 no.8
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• pp.83-90
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• 2014

Purpose - Increasing sales of PB rice products can hinder the growth of domestic brands of rice, notwithstanding that the government is promoting domestic brands of rice. This analysis evaluated the influencing relationship among the variables of PB image, product credibility, and purchase intention of consumers who have never bought PB rice, to know the factors influencing consumers' decisions to purchase PB products. Research design, data, and methodology - PB products' brand image was analyzed as the factor that has a direct effect on purchase intention. The mediation effect of credibility on PB products is also analyzed, in terms of influencing the relationship between PB products' brand image and purchase intention. The analysis is performed on consumers that have not purchased a PB product and consumers who have purchased PB products from major distributors. Data is collected through questionnaires, from 389 of responders, and the AMOS 19.0 statistics package is used as a statistical tool. Results - It is proven that brand image has direct effects on the credibility of the product, and the credibility of product has a direct effect on purchase intention. However, it is revealed that brand image does not directly affect purchase intention, but that brand image indirectly affects it through the credibility of the product. Although the customers' recognition about PB image is low, the result shows that PB products' external attributes have effects on customers' purchase intention relating to the PB product. Therefore, it is important to establish the credibility of the PB product more than other products in terms of marketing. Conclusions - The following are the implications of the study. First, in a rice brand promotion, the credibility of the product should be ensured by a uniform brand image. To ensure the credibility of a product, the RPC brand and other brands should be unified, and the unified brand image should be applied to every product. Second, the package must possess a design as well as contents that could build consumers' perception of product credibility. Products' external attributes contribute to their credibility, which leads the consumers to purchase the products, including those consumers who have never bought PB rice products. Therefore, the products' credibility and sales can be reinforced by applying information about consumers' considerations when buying the PB rice product in different colors, font sizes, and packaging designs. This study is meaningful in two ways. First, it seeks to identify an NB revitalization strategy by exploring the purchasing behavior of customers who have no experience in buying PB rice products. Second, the results of previous studies about general brands are considered and applied in this study in order to investigate the influencing relationship among different factors of PB products. However, this study is a consumer awareness investigation; therefore, its results only have limited meaning to the relationship between brand image and purchase intention.

• 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.86-98
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• 2002

When the quality and cooking characteristics of wash free rice was compared with those of control milled rice during storage, smaller quality change during storage and more easy to cook was found in wash free rice than control. The wash free rice equipment manufactured in foreign country was carefully investigated and commercial wash free rice equipment with 1metric ton per hour capacity was made considering the characteristics of domestic rice cultivar. Modification of the equipment was made through the repeated field test, and the technique on wash free rice equipment was transferred to the RICETECH. These systems were manufactured in RICETECH will be exported to China next year.

• 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.72-85
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• 2002

When the quality and cooking characteristics of wash free rice was compared with those of control milled rice during storage, smaller quality change during storage and more easy to cook was found in wash free rice than control. The wash free rice equipment manufactured in foreign country was carefully investigated and commercial wash free rice equipment with 1metric ton per hour capacity was made considering the characteristics of domestic rice cultivar. Modification of the equipment was made through the repeated field test, and the technique on wash free rice equipment was transferred to the RICETECH. These systems were manufactured in RICETECH will be exported of China next year.

• Journal of the Korean Wood Science and Technology
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• v.28 no.3
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• pp.9-13
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• 2000

Wood demand is increasing more and more, but world has been confronted with decreasing forest resources. Korea has to depend upon foreign wood and wood-based products for more than 95 percent of total domestic demand per year. In order to heighten self-sufficiency for wood supply and demand, we have to develop wood substitutes. Rice hull is the cheapest agricultural by-product we can get in Korea, more over the production of rice hull amounts to 1 million tons per year. This study was carried out to utilize rice hull and to decide the optimum condition of rice hull pretreatment for manufacture of rice hull board. Steam explosion method gave the best result, and the next boiling treatment of 1 hour, the last 1 hour treatment with 1% NaOH solution. Optimum conditions of explosion method were 20kgf/$cm^2-1$ minute and 25kgf/$cm^2-1$ minute. Rice hull board made with exploded rice hull met the KS standard(KS F 3104, 1997) and showed the same strength as a control, PB. And also the 1 hour boiling treatment was more effective than the 1 hour treatment with 1% NaOH solution.

• Korean journal of food and cookery science
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• v.28 no.6
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• pp.813-820
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• 2012

To develop the high quality gluten-free rice products with health functionality and desirable texture with moistness, the physicochemical properties of extruded rice flours prepared from the mixture of germinated brown and white rices were investigated. The domestic organic Samgwangbyeo was used to make white and germinated brown rices. White rice (WR) was dried after soaked for 6 h at $15{\pm}3^{\circ}C$ and mixed with germinated brown rice (GBR) with different mixing ratios (100:0, 75:25, 50:50, 25:75, 0:100). The operating conditions of twin screw extruder were 250 rpm of screw speed, $120^{\circ}C$ of barrel temperature, and 25% moisture content of rice flour. The ash, crude protein and crude lipid contents were significantly different (p<0.05) and those of extruded GBR were the highest values, but those of extruded WR were the lowest. The color difference of extruded WR based on white plate showed the lowest among them. The water binding capacity (334.16%), swelling power (8.83 g/g), solubility (33.13%), and total starch (79.50%) were the lowest in extruded GBR. The viscosities of all extruded rice flours by RVA were maintained during heating. The peak and total setback viscosities of extruded rice flours ranged 127-352 and 58.0-85.5 cP, respectively. The novel food biomaterial from germinated brown rice as well as white rice was developed by twin screw extruder. The extruded rice flours control the moistness to improve the texture and also have functional materials, dietary fiber, GABA, and ferulic acid, etc to increase quality of gluten free rice products.

• Korean Journal of Organic Agriculture
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• v.25 no.3
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• pp.537-554
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• 2017

This study had purpose to examine the consumers preference and buying property of processed products by rice, barley, wheat, bean. For the study, the interview was conducted of 300 samples more than 19 years of age. We attempt to examine consumers' preference and individual properties when purchasing processed grain products. Questionnaire was filled for the 23 variable by referring to previous studies to investigate the properties to consider when consumer purchasing the products. To conceptualize, reduce the high correlation parameters by factor analysis. The results attribute to seven factors that safety, brand/image, taste/shelf life, convenience seeking, preferred high-quality, price, consumption patterns. These properties showed significant differences in demographics. First, there was statistically difference by age in safety, brand/image, high quality preference, taste/shelf life. Second, Safety and high-quality preference were the difference between jobs, and depending on household income were significant difference in consumption patterns. We analyzed the purchasing preference by purchase frequency. Ramen, bread, beer are higher purchase frequency than any processed grain products. On the other hand, frozen rice, soybean paste, red pepper paste that are used primarily domestic raw, were lower purchase frequency. But the difference of purchase property according to products was very similar that the highest factor is price, the following factor as taste. Based on these findings, the implications and the limitations of the study were presented.

• 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.