This study is concerned about the brand strategy for Korean packaged rice. Four rice processing complex (RPC) which sell packaged rice to the retailers are surveyed. In the survey the sales results of each product are checked and its brand elements are identified and how these RPC maintain product lines and brand hierarchy are analyzed. In the analysis two points of views are applied - the relatedness between brand factors (product name, logo, package, etc.) and the extension of product lines. Based on this analysis the characteristics of RPC's brand strategy for packaged rice can be summarized as follows:
First, checking product numbers and brand elements of each RPC, it is found that most of RPCs are extending product lines using brand hierarchy and product differentiation.
Secondly, all the RPCs modify their product lines with their production region name or the symbol for the region, which can be regarded as a common brand element, and this factor functions to guarantee the product's quality.
Thirdly, RPCs are extending their product lines because it is not easy for them to maintain the sufficient supply of differentiated products such as organic rice and high quality rice, but there is a problem that sales are heavily slanted towards certain low-priced products.

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At the moment of writing this, as regards the challenge to promote the creation of a need for new types of vegetables in the household, we conducted an investigation focused on the awareness of consumers regarding cooking and ingredients. For example, with characteristics such as staying bright red even after cooking and a low moisture content, tomatoes made for cooking should be quite appealing. It has also been emphasized that they have a higher lycopene content compared to regular varieties of tomatoes made to eat raw. According to the study results, information on the lycopene content was a motivation for purchase in consumers who want to become healthier and there is a need for cooking suitability as regards continued use. However, the repertory for cooking tomatoes at home is limited, and consumers may not necessarily accurately perceive the suitability for cooking as a characteristic of tomatoes made for cooking. Nevertheless, in the creation of a need for tomatoes made for cooking, in light of consumers' cooking habits, it is necessary to create menus that clearly appeal the benefits of such suitability for cooking, and promote these menus to consumers.

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The analysis of consumers' food buying behavior using scanner data is increasing. This paper explains scanner data and examines previous studies. The previous studies are classified into five groups according to the contents of analysis. 1) The analysis of competitive relationship between goods. 2) The analysis of the relationship between information and selection of goods. 3) The analysis of the relationship between consumption experience and selection of goods. 4) The analysis of the relationship between goods attribute and selection of goods. 5) The analysis of consumer loyalty to farmer.
In addition, using scanner data of the direct sales store of agricultural products, we analyze the relationship between consumer loyalty and quality of goods. It is concluded that consumers tend to build loyalty to the farmer whose goods are few below consumers' expectations of quality.

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