| Abstract |
| The local agricultural produce packaging of own competitiveness shall be formed. Regional brands and packaging materials to build their own structure and the development of value added by forming an image representative will be able to improve. In this context, the Ministry of Agriculture in 2007, researchers saw eight excellent selection of a brand of rice substantial 30`s hierarchy consumers buy rice directly to a survey conducted by 93 people in the survey. The first, conducted by frequency analysis, brand positioning on the road indicated by the frequency distribution of the image. As a result, rice is the overall assessment level is four higher side of image positioning. In addition, important image as a consumer brand positioning rice was also investigated. Secondly, the factor analysis of the results conducted by 4-5 factors. Separated by positioning capabilities and sensitivity to the nature of each factor charge. Overall, the respondents for each brand of rice, and the group divided by factors would conduct marketing, design, and the segmentation of limited resources because they can focus on the low-cost, high-efficiency target it can bring. |
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| Key Words |
| 지역쌀 공동 브랜드, 포지셔닝, 패키지 디자인 전략, Local rice co-product, Positioning, Package Design Strategy |
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