더덕가공품의 마케팅전략 수립을 위한 소비자의식조사 -횡성더덕을 중심으로-

초록

In this paper, the codonopsis processed foods were focused in Hoengseong. Among the codonopsis growed in Hoengseong, about 40% of the codonopsis is not used as a commercial good. Hoengseong-gun has a plan to produce the codonopsis processed foods to increase farm income. This study is to set marketing strategy for the codonopsis processed foods. Questionnaires were given to shoppers at Yangjae Hanaromart and Changdong Hanaromart during October 8th and October 9th. The questionnaires were analyzed by Frequency, Factor Analysis, Reliability Analysis, and Multidimensional Scaling using SPSS 12 program. According to the results of the analyses the marketing strategies for the codonopsis processed foods were suggested as follows. First, higher price policy for the codonopsis processed foods is effective than prices for general goods as price strategy. Second, health related processed goods have more interest among the codonopsis processed foods by consumers as product strategy. Third, TV, radio, and newspaper are effective methods for promotion strategy. Fourth, each codonopsis processed good should have it's own marketing channel for marketing strategy.

키워드