Investigation of Core Factors in the Collaboration of Agriculture, Commerce and Industry through AHP
2011
Seo, Y.J., Jeong Answer Consulting, Seoul, Republic of Korea | Lee, B.O., Kangwon National University, Chuncheon, Republic of Korea | Lee, J.H., Gyeonggi-do Agricultural Research and Extension Services, Hwasung, Republic of Korea | Park, J.W., Rural Development Administration, Suwon, Republic of Korea
The purpose of this study is to investigate core factors in the collaboration of agriculture, commerce and industry(CACI) through AHP(Analytic Hierarchy Process) Method. We built the three stage of hierarchy structure which was composed of 3 factors of high rank criteria, 10 of lower rank criteria, and 28 of detailed evaluation criteria. A quantitative analysis of in-depth interviews with 25 experts led to following results. The most important factor of CACI was consumer confidence, and the next was to produce the healthy functional food(HFF). Planning new products, co-marketing and brand management and quality control were also important factors succeeded the above two factors. These results shows that it is very important to construct a stable marketing system based on the consumer confidence at the first stage of CACI. Of course consumer confidence contains food safety, communications with consumers, and various certificate systems such as GAP (Good Agricultural Practice), HACCP, and Traceability System. Also it is desirable to produce various HFF by domestic agricultural products because value added of HFF is very big as well as market is expanding rapidly.
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