Journal of Food System Research
Online ISSN : 1884-5118
Print ISSN : 1341-0296
ISSN-L : 1341-0296
Volume 16 , Issue 4
Showing 1-12 articles out of 12 articles from the selected issue
  • Case Analysis of Agricultural Cooperative's RPCs
    Jaehyeon LEE
    2010 Volume 16 Issue 4 Pages 4_1-4_13
    Published: March 31, 2010
    Released: July 07, 2011
    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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  • The Case of Processing Tomatoes
    Yurika SATOH
    2010 Volume 16 Issue 4 Pages 4_14-4_24
    Published: March 31, 2010
    Released: July 07, 2011
    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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