There has been an increase in demand for rice with high-quality caused by advanced dietary pattern although per capita rice consumption has declined with the economic growth in Korea. Accordingly, brands of rice has been diversified with high-quality, safety, and functionality. However, no discrimin...
There has been an increase in demand for rice with high-quality caused by advanced dietary pattern although per capita rice consumption has declined with the economic growth in Korea. Accordingly, brands of rice has been diversified with high-quality, safety, and functionality. However, no discrimination was found in images and designs among brands. In addition, the brands' value is low enough because of poor follow-up. Rice producers provide their specific brands to consumers thereby identifying and meeting the needs of consumers. They should take a favorable position in the market by having individual suited brands. The main objective of this study is to provide more reliable and defined marketing strategy to rice producers and brand operators based on consumer's evaluation for rice brands. More specific objectives are as follows: First, to analyze rice brand positioning map through consumer's evaluation for rice brand with high accuracy and reliability. Second, to identify the characteristics by market segments divided by rice-brand attributes and to find out consumers' behavioral characteristics in each market segment. Third, to suggest brand positioning strategy based on the analysis of market segments' structure and the relative position of each brand in positioning map and image-vector map. In order to achieve these purposes, We used Fuzzy-CMDS(Confirmatory Multi-Dimensional Scaling) model and represented rice brand positioning strategy. A cluster analysis was performed for 174 consumers who experienced purchasing 16 major rice brands in Cheongju·Cheongwon Area, in which the consumers were exposed to the rice attributes with 9 factors. Consumers are categorized into three market segments. 'A' market shares 46.0 percent of market volumes as a group with high income, highly educated, and thirties to forties in age. This group classified into "quality and safe oriented type" prefers quality, safety, and functionality to price and has loyalty to a brand. 'B' market shares 23.0 percent of market volume as a group with low income, single in marital status, and early twenties in age. This group classified into passive indifferent type shows indifference to the attributes of rice brands and has low loyalty to the brands. 'C' market shares 31.0 percent of market volume as a group with low income, brand-oriented but somewhat lesser loyalty to the brands. This group classified into active practical type consists of thirties to forties in age. Positioning strategies for 16 rice brands are drawn from a brand positioning map and an image-vector map for three segment markets separately. First, the rice brands named 'Cheongwonsaengmyung', 'Saenggeojincheon' and 'Icheonimguemnim' have advantage of competitive position in all markets due to brand image with high quality and preference. 'Saenggeojincheon' shows competitive relationship with 'Cheongwonsaengmyung' and 'Icheonimguemnim'. Consumers recognized 'Saenggeojincheon' as a non-stable brand compared with 'Cheongwonsaengmyung' and 'Icheonimguemnim'. Strategies to reduce the image variance is required. Consumers in 'B' and 'C' markets recognized 'Icheonimguemnim' as a brand with higher price than others. Thus strategies to enhance preference is required for 'Icheonimguemnim'. Second, the rice brands named 'Cheongjujikji', 'Anseongmachum', 'Cheorwonodae' and 'Boeunhwanggeumgotgan' has potentials to compete with the brands group of 'Cheongwonsaengmyung', 'Saenggeojincheon' and 'Icheonimguemnim' depending on the improvement of brand image and market conditions. 'Cheongjujikji', 'Anseongmachum' should improve their brand image and awareness in 'B' and 'C' markets. In addition, strategies to reduce the variance of the image is required. 'Cheorwonodae' should promote its brand excellence and raise confidence and awareness. Third, the rice brands named 'Jecheonohdae', 'Gimhaejayeonmi' and 'Mart' has advantage for the ordinary. They compete with each other within the group but not other groups. Fourth, the rice brands named 'Yeojudaewang', 'Gimpogeum' and 'Gunsankeundeul' are the nationwide high-price luxury brand group and advantage of quality, confidence, and image. However, these favorable attributes were not enough to give recognition to consumers. A low awareness and preference lead to reduce competitiveness in markets. Targeting strategies in 'A' market rather than 'B' and 'C' markets are recommended. Fifth, organic and functional rice brands has larger variance of brand image in segment market due to its own characteristics. They are preferred by consumers due to quality, image, and confidence, while not preferred due to high price and low awareness. Thus it is required to have targeting strategies in 'A' market for quality and in 'B' and 'C' for awareness. Finally, consumers have a positive perception for imported rice "calrose" with low price but negative perception for other things. The variance of brand image are large in each market segment. Thus targeting strategies for a small group with relative preference for its brand in 'C' market and for part of younger groups with twenties to thirties in age in 'A' and 'B' markets are recommended to inform the favorable price conditions and confidence of quality . This study evaluates brand positioning across market segments. These results can provide brand firms(operators) with some strategic implications to offer more consumer-oriented rice products through systematic and effective brand management.
There has been an increase in demand for rice with high-quality caused by advanced dietary pattern although per capita rice consumption has declined with the economic growth in Korea. Accordingly, brands of rice has been diversified with high-quality, safety, and functionality. However, no discrimination was found in images and designs among brands. In addition, the brands' value is low enough because of poor follow-up. Rice producers provide their specific brands to consumers thereby identifying and meeting the needs of consumers. They should take a favorable position in the market by having individual suited brands. The main objective of this study is to provide more reliable and defined marketing strategy to rice producers and brand operators based on consumer's evaluation for rice brands. More specific objectives are as follows: First, to analyze rice brand positioning map through consumer's evaluation for rice brand with high accuracy and reliability. Second, to identify the characteristics by market segments divided by rice-brand attributes and to find out consumers' behavioral characteristics in each market segment. Third, to suggest brand positioning strategy based on the analysis of market segments' structure and the relative position of each brand in positioning map and image-vector map. In order to achieve these purposes, We used Fuzzy-CMDS(Confirmatory Multi-Dimensional Scaling) model and represented rice brand positioning strategy. A cluster analysis was performed for 174 consumers who experienced purchasing 16 major rice brands in Cheongju·Cheongwon Area, in which the consumers were exposed to the rice attributes with 9 factors. Consumers are categorized into three market segments. 'A' market shares 46.0 percent of market volumes as a group with high income, highly educated, and thirties to forties in age. This group classified into "quality and safe oriented type" prefers quality, safety, and functionality to price and has loyalty to a brand. 'B' market shares 23.0 percent of market volume as a group with low income, single in marital status, and early twenties in age. This group classified into passive indifferent type shows indifference to the attributes of rice brands and has low loyalty to the brands. 'C' market shares 31.0 percent of market volume as a group with low income, brand-oriented but somewhat lesser loyalty to the brands. This group classified into active practical type consists of thirties to forties in age. Positioning strategies for 16 rice brands are drawn from a brand positioning map and an image-vector map for three segment markets separately. First, the rice brands named 'Cheongwonsaengmyung', 'Saenggeojincheon' and 'Icheonimguemnim' have advantage of competitive position in all markets due to brand image with high quality and preference. 'Saenggeojincheon' shows competitive relationship with 'Cheongwonsaengmyung' and 'Icheonimguemnim'. Consumers recognized 'Saenggeojincheon' as a non-stable brand compared with 'Cheongwonsaengmyung' and 'Icheonimguemnim'. Strategies to reduce the image variance is required. Consumers in 'B' and 'C' markets recognized 'Icheonimguemnim' as a brand with higher price than others. Thus strategies to enhance preference is required for 'Icheonimguemnim'. Second, the rice brands named 'Cheongjujikji', 'Anseongmachum', 'Cheorwonodae' and 'Boeunhwanggeumgotgan' has potentials to compete with the brands group of 'Cheongwonsaengmyung', 'Saenggeojincheon' and 'Icheonimguemnim' depending on the improvement of brand image and market conditions. 'Cheongjujikji', 'Anseongmachum' should improve their brand image and awareness in 'B' and 'C' markets. In addition, strategies to reduce the variance of the image is required. 'Cheorwonodae' should promote its brand excellence and raise confidence and awareness. Third, the rice brands named 'Jecheonohdae', 'Gimhaejayeonmi' and 'Mart' has advantage for the ordinary. They compete with each other within the group but not other groups. Fourth, the rice brands named 'Yeojudaewang', 'Gimpogeum' and 'Gunsankeundeul' are the nationwide high-price luxury brand group and advantage of quality, confidence, and image. However, these favorable attributes were not enough to give recognition to consumers. A low awareness and preference lead to reduce competitiveness in markets. Targeting strategies in 'A' market rather than 'B' and 'C' markets are recommended. Fifth, organic and functional rice brands has larger variance of brand image in segment market due to its own characteristics. They are preferred by consumers due to quality, image, and confidence, while not preferred due to high price and low awareness. Thus it is required to have targeting strategies in 'A' market for quality and in 'B' and 'C' for awareness. Finally, consumers have a positive perception for imported rice "calrose" with low price but negative perception for other things. The variance of brand image are large in each market segment. Thus targeting strategies for a small group with relative preference for its brand in 'C' market and for part of younger groups with twenties to thirties in age in 'A' and 'B' markets are recommended to inform the favorable price conditions and confidence of quality . This study evaluates brand positioning across market segments. These results can provide brand firms(operators) with some strategic implications to offer more consumer-oriented rice products through systematic and effective brand management.
※ AI-Helper는 부적절한 답변을 할 수 있습니다.