Export markets for ginseng products made in Korea, which have been highly concentrated in China, tend to be expanded into the Vietnamese and Southeast Asian markets recently. One of the main objectives of this paper is to investigate the Vietnamese consumers'' consumption value into both attitude and intention purchasing Korean ginseng products, which would help to explain marketing activities by analysis on the Vietnamese consumers'' purchase factors. In addition, we tried to see if there is mediating effects of the word-of-mouth and purchase experience. The results of the analysis showed that the social value out of Vietnamese consumers'' consumption values affects positively on the purchasing attitude of Korean ginseng products and purchase attitude affects positively on purchase intention. The regulatory effects about the word of mouth and the purchase experience were also verified. As the word of mouth and the purchase experience were revealed through analysis and validation, it is necessary to establish various marketing strategies to increase the contact frequency with Korean ginseng products. In particular, the Vietnamese consumers'' consumption value for expensive Korean ginseng products is related to the social consumption value of collectivism and Confucian culture. Therefore, the social achievement that Korean ginseng product purchasers desire to be recognized by others by showing their status or status Marketing activities should be developed to reflect the desire.
The main implication of this study is to present empirical purchasing factors through research on the consumption value of Korean ginseng products and to provide basic data to help efficient marketing strategies for Korean ginseng products on Vietnam.
The purpose of ‘Expansion of Chinese market through analysis of export barriers’ is to prepare export marketing plan of Chinese market.
Following 20 factors were derived from existing research literature. Exchange rate fluctuations, High raw material prices, price competitiveness, Technology and quality management ability, Product design, Unification of export policy and administration, Export-related operating funds, Export Marketing Human Resources, Competition in overseas markets, National Ginseng Industry Policy, Customs and non-tariff barriers, Complex export-related systems, Competitors in the world market, Collecting overseas market information, China''s Korean Ginseng Products in the World Market, Misconception about the heat-up reaction, Low growth in China and major consumer markets, Maintaining relationship with overseas importers, Pioneering overseas sales network, Low brand awareness.
As a result of analysis, The three factor of export barriers were meaningless, The 17 factors were found to be significant. The 17 factors were grouped into 6 variables according to the characteristics. Analytical Hierarchy Process(AHP) surveys of 12 Korean ginseng distribution specialists were “what are the factors that impede the export of Korean Ginseng Products”. Results of the questionnaire were as follows: 1. Exports system, 2. Market competition, 3. Product development, 4. Product characteristics, 5. Financial difficulties, and 6. Country policy.
Based on the results, In order to expand exports to the Chinese market, it is necessary for exporters to make efforts to understand the import regulations of China and to actively negotiate efforts to deregulate entry into the Chinese market. The identity of Korean ginseng products should be established and branded. We need to develop ginseng products to suit local market.