Research Reports
The Consumer Behavior Survey for Ginseng, Green Tea and Flowers
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AuthorPark, Kihwan
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Publication Date2014.06.30
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Original
While the flower, ginseng and green tea industries continued to grow, effects of domestic economic stagnation and weakened international economies led to big drops in consumption and the growing area turned to drops, showing clear signs of stagnation. Due to this, it is important to find a way to expand consumption in order for the flower, ginseng and green tea industries to overcome the current difficulties and develop further. For this, it is necessary to closely examine the purchasing behavior of how consumers consume these items first.
Upon studying consumers, when the economic situation worsens, consumption of flowers dwindles greatly, and the purpose of purchasing cut flowers is mostly for gifts or events, and does not account for much in home consumption. In addition, it was found that places to purchase flowers accessible by consumers were limited to flower shops and flower wholesale markets. Therefore, in order to increase flower consumption, it is necessary to strengthen education and PR for the environmental and emotional values of flowers, while also increasing accessibility of consumers by opening up large-scale horticulture markets.
There is not a high amount of purchasing of water ginseng by consumers. Consumers not only do not trust the prices per water ginseng grade, but there are also no objective data on the safety of water ginseng, causing many difficulties for purchasing. Therefore, standardization of water ginseng grading criteria is necessary, and it is also necessary to establish concrete plans to procure safety. In the case of red ginseng, which accounts for a heavy portion of ginseng products, consumers feel that the price is high so it is necessary to establish objective procedures to establish appropriate prices for products.
Green tea consumption has continuously dropped recently. Consumer perception of green tea is that it is a health food, beneficial to the body, and effective for preventing adult diseases, and therefore, there is potential for increased consumption depending on the amount of effort placed in it. Furthermore, consumers purchase green tea normally for their own use so it has the basis for mass consumption. Due to this, it is judged that by providing more assertive consumption strategies, it will be possible to increase green tea consumption. In addition, since the green tea pesticide issue, over 90% of the farms have converted to environment-friendly farming. However, not even half of consumers are aware of this so it is important to promote increase of consumption by strengthening PR.
Researchers: Park Ki-hwan, Heo Seong-yoon
Research period: 2013. 12. ~ 2014. 6.
E-mail address: kihwan@krei.re.kr
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