고맛나루쌀의 재구매의도에 관한 연구 : 충청지역 고품질 브랜드쌀과 비교를 중심으로

The rice consumption has steadily decreased, due to the influence of imported rice have competition in the market is intensifying. Developing rice with various functions and requires the establishment of marketing strategies with brands. In this study, a review of previous studies and to verify the factors affecting the repurchase of rice. Factors derived by analyzing the empirical analysis carried out by the target consumer buying experience with rice, and to verify the factors affecting the purchase and repurchase. Identify the advantages and disadvantages of rice, based on analysis of the factors which can be repurchased to utilize marketing strategies to sell rice to affect the repurchase. In previous studies the factors that affect the perceived repurchase of the perceived quality, brand image of the area, brand awareness, ease of use, four factors were used in the study. In this study, a poll was conducted to consumers 200, 132 responses were used for data analysis. The results were as follows. perceived quality, brand image of the area, ease of use has positive influence on the repurchase, however, brand awareness does not affect the repurchase. This result was due to lack of awareness of consumers about the brand of rice, or very various brands come in local basis low awareness of consumers about the brand.