market is decreasing. Thus, importance of distribution channel is increasing as well as market share of retail phase. Market share of big marts expects to be expanded due to continuous increasing quantity of imported rice, and it will be affected in not only rice producers and rice processing comples (RPC), but also competing distributors, such as wholesale market and small-sized retailers.
1
marketing skills, awareness, and preference.
: Only listed enterprise of Rice wine industry.
* Wide distribution channel
- having both wholesale and retail marketing’s network
* Variety of products
- Can product of rice wine . Etc. *Short preservation period and sour taste.
*Undervalued product image.
- Lack of awareness as traditional alcohol.
*Lack of researching manpower.
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
So, we need to identify the source of this phenomenon by using age consumption analysis. Meanings of age consumption analysis are like these
First, by comparing the age of rice consumption expenditures we can recognize generational differences in favor of rice.
Second, we may get how each generation response to generational changes by tracking the long-term changes in rice consumption.
market possession decreased from 51.2 to 49 percent which means distilled spirits and wine are invading the existing beer market. Also there is a trend of diversification of the kinds of distilled spirits and wines, increasing sales of imported distilled spirits.
Sake and refined rice wine that take rice as an ingredient / raw rice wine type (Drunken rice) of the U.S. sales are consistently