This study draws as perceived quality, the image of the area of brand, brand awareness and the ease of use as the factors affecting the purchase and repurchase intention of the high-quality brands of rice based on the preceding research and attempts to examine the impacts of these factors on the repurchase intention and to compare the rice Gomatnaroo with high-quality brands of rice.
As a result of the study, it was judged that the perceived quality, brand image of the area and the ease of use among the factors affecting the repurchase intention of the rice Gomatnaroo had positive (+) effects, but the brand awareness was dismissed as it did not have a significant impact.
These results seem to be caused by the lack of consumers'' awareness about rice brands or their low awareness about the brands themselves with the recent release of various rice brands by a regional unit. Many responded that purchase experience and price as elements they considered in purchasing rice; however, low awareness about brands leads to no purchase experience, that is, not purchasing high-quality brands of rice, and in the results of the survey, consumers were very satisfied with the quality and taste of the rice Gomatnaroo, and the rate of repurchase was high.
As a result of a comparison between rice Gomatnaroo and high-quality brands of rice, there were differences in the excellence of taste, trust in products, selection of brands, the diversity of distributors and appropriate price.
It is noted that these differences may be caused by the regional differences. Since the consumers in the Chungnam, Sejong and Daejeon areas had relatively more chances to experience the rice Gomatnaroo, they had higher positive awareness, but those in other regions did not have various places for purchasing and had lower brand awareness.
In the future, it would be necessary to take measures to promote the taste, quality, safety and function of the rice Gomatnaroo and to diversify distribution channels. In addition, more modernized actions for the packing unit and design should be taken.

Keyword:Repurchase Intention, Rice Gomatnaroo, High-Quality Brands of Rice