Rice in 1982 was 0.24 but it declined to 0.16 in 2002 and this value is lower than 0.47 which is income elasticity of consuming korean food in 2002.
2) Analysis of rice consuming behavior.
① Behavior of rice consumption.
62 percent of the metropolitan area households buy whole Rice in the market and 37% of the households bring their some or all rice in the country. 76% of households
Korean population will be over 50. People over 50 are very health-conscious, conservative, and family oriented. Since people over 50 are more sensitive about the ingredients than the price, Rice Burger will be perfect for them. We will target the niche market – people over 50. Our target market is measurable, accessible, substantial, differentiable, and actionable. The new Rice Burger will
the foundation of our economy since 1960s.
② Liquor industry saves our farms
To produce liquors, raw materials are needed. Corns, barleys, and rice can be examples. Although domestic materials are 6~7 times more expensive than imported, we use fixed amount of domestic raw materials every year. Therefore, it can help to increase earnings of farmhouses and then economize foreign currencies
food
(Chinese food,
Japanese food and others.)
-negative images about Korean food(hygienic conditions and atmosphere)
-low awareness of Korean food
-South Europe, Italy, Spain, Portugal, Greece, etc., the country and the character is quite similar. They mostly eat rice and wheat
-In the trend of rice , south Europe area is the most important part of bibigo Into the European market
There are about 620 thousand restaurants in Korea, now.
ⓑ Increasing the ratio of eating out expense
From the research by KERI, Percentage of dining-out expense has gradually increased since 1999.
ⓒ Market size of rice cake market
According to Korean Traditional Food Research, total market demand of rice cake is continuously rising. In 2010, they expected 1771 trillion won.