지역특화작목의 브랜딩 전략 도출에 관한 연구: 경남 양파를 중심으로

Abstract

Purpose: The purpose of this study is to derive a branding strategy of onion and its processed products, which are regionally specialized crops in Gyeongnam. The study identifies the factors needed to build a branding strategy of onion and its processed products in Gyeongnam to secure its competitiveness. Research design, data, and methodology: An Internet survey was conducted for general consumers across the country from November 8 to 15, 2022, among the collected responses, a total of 784 copies were analyzed, excluding those with insincere answers. The research methodology utilized statistical techniques such as frequency analysis and cross-tabulation depending on the type of question. Results: First, the purchase rate of fresh onions was high while that of processed products was relatively low. Second, the region or brand was hardly considered when purchasing onions. Third, the characteristics of the item itself are more important than the regional image in branding regionally specialized crops. Fourth, even for regionally specialized crops, publicity through broadcasting is important to raise awareness. Implications: This study build a branding strategy of onion and its processed products, a regionally specialized crop in Gyeongnam, based on a consumer perception survey. The study results imply that the image focusing on the characteristics of onion itself rather than focusing on a regional is more suitable for enhancing brand awareness, even if it is a regionally specialized crop.