Kim, Sounghun; Son, Eun-Young; Park, Sungho - In: Journal of Rural Development/Nongchon-Gyeongje 32 (2009) 4
This paper conducts several analyses to discuss about consumers' preference of rice brands and suggest a way to reduce the number that currently stands at about 1,700 in the Korean market. With data collected from 358 survey respondents, a conjoint analysis was conducted to identify consumers'...