Marketing Strategy for Ginseng Products Used the Tree Analysis
2005
Im, B.O. (Chung-Ang University, Seoul, Republic of Korea) | Ko, S.K. (Chung-Ang University, Seoul, Republic of Korea) | Jeong, H.B. (Chung-Ang University, Seoul, Republic of Korea) | Kim, Y.D. (Namseoul University, Cheonan, Republic of Korea)
On these days, the market share of Korean ginseng in the world ginseng market is in a very low level due to the overproduction of low-priced Chinese and American ginseng and specially to the aggressive marketing strategy of American ginseng. The main subjects of this research are empirical tests through survey results regarding the consumer behavior about ginseng products in Korea. Moreover, this research invited the marketing strategy for the market segment by using the TREE analysis techniques.
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