지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 연구보고서
- 저자정보
- 발행연도
- 2014.6
- 수록면
- 1 - 177 (177page)
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초록· 키워드
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While the flower, ginseng and green tea industries continued to grow, effects of domestic economic stagnation and weakened international economies led to big drops in consumption and the growing area turned to drops, showing clear signs of stagnation. Due to this, it is important to find a way to expand consumption in order for the flower, ginseng and green tea industries to overcome the current difficulties and develop further. For this, it is necessary to closely examine the purchasing behavior of how consumers consume these items first.
Upon studying consumers, when the economic situation worsens, consumption of flowers dwindles greatly, and the purpose of purchasing cut flowers is mostly for gifts or events, and does not account for much in home consumption. In addition, it was found that places to purchase flowers accessible by consumers were limited to flower shops and flower wholesale markets. Therefore, in order to increase flower consumption, it is necessary to strengthen education and PR for the environmental and emotional values of flowers, while also increasing accessibility of consumers by opening up large-scale horticulture markets.
There is not a high amount of purchasing of water ginseng by consumers. Consumers not only do not trust the prices per water ginseng grade, but there are also no objective data on the safety of water ginseng, causing many difficulties for purchasing. Therefore, standardization of water ginseng grading criteria is necessary, and it is also necessary to establish concrete plans to procure safety. In the case of red ginseng, which accounts for a heavy portion of ginseng products, consumers feel that the price is high so it is necessary to establish objective procedures to establish appropriate prices for products.
Green tea consumption has continuously dropped recently. Consumer perception of green tea is that it is a health food, beneficial to the body, and effective for preventing adult diseases, and therefore, there is potential for increased consumption depending on the amount of effort placed in it. Furthermore, consumers purchase green tea normally for their own use so it has the basis for mass consumption. Due to this, it is judged that by providing more assertive consumption strategies, it will be possible to increase green tea consumption. In addition, since the green tea pesticide issue, over 90% of the farms have converted to environment-friendly farming. However, not even half of consumers are aware of this so it is important to promote increase of consumption by strengthening PR.
Upon studying consumers, when the economic situation worsens, consumption of flowers dwindles greatly, and the purpose of purchasing cut flowers is mostly for gifts or events, and does not account for much in home consumption. In addition, it was found that places to purchase flowers accessible by consumers were limited to flower shops and flower wholesale markets. Therefore, in order to increase flower consumption, it is necessary to strengthen education and PR for the environmental and emotional values of flowers, while also increasing accessibility of consumers by opening up large-scale horticulture markets.
There is not a high amount of purchasing of water ginseng by consumers. Consumers not only do not trust the prices per water ginseng grade, but there are also no objective data on the safety of water ginseng, causing many difficulties for purchasing. Therefore, standardization of water ginseng grading criteria is necessary, and it is also necessary to establish concrete plans to procure safety. In the case of red ginseng, which accounts for a heavy portion of ginseng products, consumers feel that the price is high so it is necessary to establish objective procedures to establish appropriate prices for products.
Green tea consumption has continuously dropped recently. Consumer perception of green tea is that it is a health food, beneficial to the body, and effective for preventing adult diseases, and therefore, there is potential for increased consumption depending on the amount of effort placed in it. Furthermore, consumers purchase green tea normally for their own use so it has the basis for mass consumption. Due to this, it is judged that by providing more assertive consumption strategies, it will be possible to increase green tea consumption. In addition, since the green tea pesticide issue, over 90% of the farms have converted to environment-friendly farming. However, not even half of consumers are aware of this so it is important to promote increase of consumption by strengthening PR.
목차
[표지]
[목차]
표목차
그림목차
[요약]
[ABSTRACT]
[제1장 서론]
1. 연구의 추진 배경
2. 연구내용과 방법
[제2장 조사 개요 및 대상 소비자 특성]
1. 소비자 설문조사 개요
2. 조사대상 소비자 특성
[제3장 화훼류의 소비행태 조사결과 ]
1. 화훼류 전반의 구매행태
2. 절화류 구매행태
3. 난류 구매행태
4. 초화류 구매행태
[제4장 수삼 및 인삼제품의 소비행태 조사결과]
1. 수삼 구매행태
2. 인삼제품 구매행태
[제5장 녹차 및 녹차제품의 소비행태 조사결과]
1. 녹차 전체 구매행태
2. 녹차 제품별 구매행태
[제6장 요약 및 시사점]
[참고 문헌]
[머리말]
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UCI(KEPA) : I410-ECN-0101-2015-520-002583511