2. A Survey of Kwangju city housewives' rice consumption pattern Chonnam National University Park, Jun-Keun Jang, Duk-Ki Yoon, Hyeon-Mi 2004. 7.

3.  Objective - analyze city housewives ’ rice consumption pattern and and to develop countermeasures of rice industry using the information obtained from the survey.  Contents 1)Rice purchasing pattern of housewives 2)Perception on the rice quality and agrotype of rice that housewives prefer 3)Preference on environment-friendly rice 4)Attitude to imported rice Objective and Contents

4.  Survey period : July 1, 2004 ~ July 10  Survey area : Kwangju City’s 5 Gu(district)  Survey target : 100 Housewives (Unit: person) District Age Total number Under 30’s40’sOver 50’s Kwang San Gu 67720 Nam Gu76720 Dong Gu67720 Buk Gu58720 Seo Gu78520 Total313633100 General Description of Survey

5. Rice Purchasing place place Age Rice shop Super Market NACF Large size discount store Depart- ment Store Direct Tran- saction Rela- tives etc Total (%) Under 30’s 3321103140 31 (31%) 40’s856800152 36 (36%) Over 50’s 7712613 4 33 (33%) Total (%) 18 (13.6 %) 15 (11.4%) 20 (15.2%) 25 (18.9%) 1 (0.7%) 6 (4.5%) 41 (31.2%) 6 (4.5%) 100 /132 (100%)  Direct purchase from the farm and relatives : 35.5%  Purchase from chain store and large discount store: 34.2%  Rice Purchasing place by age - 30~40 ’ s : Chins Store and Large size discount store - over 50 ’ s : NACF market (Unit: person, %)

6.  Whether or not consider agro-type  Recognizing agro-type Know : 43% Do not Know : 57% Consideration of Agro-type of riceWhen buy

7.  Attitude to Brand -whether to look at brand or not when buy rice  Priority of Rice brand Pungkwangsuto 27.5% Reclaimed land Rice 5.5% Hanpyongnabi 2.9% Haenamttangkkeut 2.8% Janghung 2.2% Rice of Wanggun 1.6% Youngam 1.5% Gyeonggiicheon 1.3% Dalmaji 1.1% Shintoburi 1.0% Rice of Falling in love at Glance1.0% Rice of taste of LAND-END 1.0% Recognition of rice brand When buy

8. age pur- chasing unit Under 30’s40’sOver 50’sTotal Under 10kg 55111 10~20Kg64414 20~30kg12211851 30~40kg2158 40~50kg3328 50~60kg213 Over 60kg1135 Total313633100 Amount of rice purchase for 1 month  Package unit of rice that Kwangju city housewives prefer most - 20kg 72%, 40kg 14%, 10kg 8% (unit: person)

9.  Description on rice packaging  Important consideration when buy rice

10. Attitude to rice price  Most people think that present price is suitable.  62% of people purchases at the price of 40,000~50,000 won.

11. age Price Under 30’s 40’s Over 50’s Total Too high 97723 Suitabl e 17212058 Low46515 To low1214 Total313633100 Income Price Under 1 (million Won) 1~22~33~44~5Over 5Total Too high27642223 Suitable41321134358 Low2443215 To low11114 Total723322297100 Attitude to rice price  Rice price by Income (Unit: person)  Rice Price by age  Attitude by ages: Housewives under 30 ’ s think that price is expensive.  Attitude by income group - People under 3 million won income feels that rice price is high. However, gap between income groups is not big.

12. Kwangju families ’ eating habit I  Family style : Man&wife +Children 77%, Parents+Man&wife+Children 11%, Man&wife 8%, etc 4%  Kind of Breakfast

13.  the number of taking breakfast in a week  The number of taking breakfast of children is less than that of parents ( phenomenon of disliking rice ) Kwangju families ’ eating habit II

14. Preference on Quality of rice  Housewives over 50 ’ s think that current quality of rice is good rather than housewives of 30 ’ s to 40 ’ s think.  judgment base to decide quality of rice: taste 77% safety&sanitation 31% price 28%  Preference  preference by age

15. Recognition of environment-friendly rice by age  the older, the more interest in environment-friendly rice

16. Recognition of environment-friendly rice depending on income  There is much interest in environment-friendly rice in the group of relative high income over 3 million won per month.

17. reason Age safetyhealthflavour freshnessnutritionrelatives Well- being Anticipa tion support Total (%) Under 30’s271010121 11 (30.6%) 40’s5101412222 13 (36.1%) Over 50’s480111111 12 (33.3%) Total (%) 11 (17.7%) 25 (40.3%) 2 (3.2%) 5 (8.1%) 3 (4.8%) 3 (4.8%) 4 (6.5%) 5 (8.1%) 4 (6.5%) 36/62 (100%) Reason of purchasing environment-friendly rice by age  Primary reason for purchasing environment-friendly rice is for the health without regard to age. (Unit: person, %)

18. reason income safetyhealthflavour freshnessnutritionrelatives Well- being Anticipati on support Total (%) 1~2 Million won 120100010 4 (11.1%) 2~3 380100222 12 (33.3%) 3~4 581121021 11 (30.6%) 4~5 141211200 5 (13.9%) Over 5 130001001 4 (11.1%) Total (%) 11 (17.7%) 25 (40.3%) 2 (3.2%) 5 (8.1%) 3 (4.8%) 3 (4.8%) 4 (6.5%) 5 (8.1%) 4 (6.5%) 36/62 (100%) Reason of purchasing environment-friendly rice by income ( 단위 : 명, %)

19. Reason of not purchasing environment-friendly rice  Buying reason : Health  Not buying reason : not creditable, price necessity of safety emphasis as food

20. Willing to buy environment-friendly rice by age age Willing to buy Under 30’s40’sOver 50’sTotal No response11 Buy at similar price79824 Buy at 10% higher price16211754 Buy at 20% higher price45716 Buy at 30% higher price213 Buy at 50% higher price11 Buy at 100% higher price11 Total313633100 (unit: person)  At the range of 10-20% higher price, older people are more willing to buy environment-friendly rice than younger people.

21.  People of high school(38%) and university(32%) education have high level of recognition on the Produce’s traceability than the people of middle school education(29%)  Recognition on produce’s traceability  Recognition of produce’s taceability by education Recognition of Produce ’ s traceability

22.  Young wives’ (under 40’s) inclination to buy cheap imported rice is higher and flexible than that of elder housewives (over 50’s)  Intention to buy imported rice by age Intention to buy imported rice

23.  The younger and more educated, the more interest on environment-friendly rice Means of achieving competitiveness of domestic rice by age How to achieve competitiveness of domestic rice

24. Means to achieve competitiveness of domestic rice by education

25.  The types of rice that housewives want to buy is environment-friendly rice regardless of age group. Types of rice that wives want to buy in the near future

26. 1. Main place of purchasing rice 1) Relatives + Direct 35.5% Many fixed rice customer 2) Chain Store + Big discount store 34.2% Importance of big mart 2. Rice purchase and eating habit that housewives prefer 1) Confusing of agro-type and brand Active public relations and education requirement 2) 60% of customers buy rice based on brand name Importance of brand 3) Most preferred package unit is 20Kg 4) Many people think that current price is resoanable : 40,000~50,000won per 20kg unit is 62%. 5) description Item that must be written on rice packaging : place of origin 6) Breakfast (Parents 79%, Children 65%) phenomenon for children of disliking rice 7) High quality rice can make good taste of cooked rice: 77% Importance of the cooking as well as agro-type

27.  Preference on environment-friendly rice 1) Interest (66%) No experience of purchase (64%) 2) Reason to buy: Health, Safety(58%) Emphasis on safety as food 3) Recognition on Produce ’ s traceability ( 34%) Public relations and education are needed 4) willing to buy environment-friendly rice (At similar and under 10% higher price: 78%)  Attitude to imported rice negative response to imported rice (82%): This figure hardly be believed because consumers are not accessible to imported rice at stores currently. 5. Means to achieve competitiveness of rice : environment-friendly agricultural technologies and Improvement of agro- type (61%) Possibility of consumption increase Importance of inexpensive production technology and method