to suggest plans to increase the revenues to agricultural PB products. Searching for means to increase income for both
Large Discount Store and original producers. According to the analysis results, customers consider two main factors
when purchasing PB products. First is the technical-manufactural and the second factor is the distribution-marketing.
These factor values were used as variables to conduct a group analysis and the customers were categorized into three
groups as a result. The group with highest factorial values showed very high concerns in the above factors when
purchasing PB products. When these customers purchase the agricultural PB products, factors including cheap price,
quality, sanitation, service and packaging are carefully concerned before the purchase. As for the original producers,
direct shipment to Large Discount Store can increase the income. Large Discount Store purchase agricultural products
in massive quantity, therefore they require satisfying shipment quantity. It is necessary for local farms to form a union
to increase their revenues in direct dealership with Large Discount Store. To reinforce the bargaining power of the
supplier with Large Discount Store, who possesses high control over price determination, this direct dealership must
be prioritize. To activate direct dealership, the distribution structure must be renovated under government support on
products with high dealership rate.
4-이종인_1.pdf
