Journal of Agricultural Extension & Community Development (농촌지도와개발)

Korean Society of Agricultural Extension (한국농촌지도학회)
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A Study on the Developement of Evaluation Indicator for Brand Self-diagnosis of Agricultural Management Organizations

농업경영체의 브랜드 자가진단을 위한 평가지표 개발

  • Choi, Don-Woo (Gyeongsangbuk-do Agricultural & Extendsion Services) ;
  • An, Wook-Hyun (Rural Development Administration) ;
  • Lin, Qing-Long (Department of Agricultural and Forestry Economic Management, Yanbian University)
  • Received : 2015.09.22
  • Accepted : 2015.12.16
  • Published : 2015.12.31
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Abstract

This study is to develop evaluation indicator for brand self-diagnosis of agricultural management organizations and analyze importance weight to be used in the field. Self-diagnosis evaluation indicator of brand equity of agricultural management organizations were selected by brainstorming of brand specialists. As a result, six evaluation indicator of communication, organization, responsiveness, clarity, customer relations and quality control were selected. Importance weight of self-diagnosis evaluation indicator of brand equity of agricultural management organizations was analyzed by AHP(Analytic Hierarchy Process) and Fuzzy AHP. The results of Fuzzy AHP were as follows. Communication for 13.9%, organization for 6.5%, responsiveness for 9.9%, clarity for 7.7%, customer relations for 26.5%, and quality control for 35.5% respectively. In order to enhance brand equity of agricultural management organizations, first, cultivation guidelines should be set up to produce equal quality products among members. Second, quality levels need to be subdivided, brands and packages should be different by level. Third, persistent efforts to find new clients and distributors. Fourth, various efforts to maintain the existing excellent clients and distributors.

Keywords

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