2018 ASHS Annual Conference

Ligularia fischeri production farmers have difficulty in determining the size of the product during the cultivation process and determining the packaging size. Because there is no survey on consumption situation and preferred sizes. On the other hand, consumers have difficulty in increasing consumption and satisfaction. Because their preferred size of product and packaging size are not available. By utilizing distribution information that examines Ligularia fischeri consumption situation and preferred packing sizes, producers can increase income and consumers can increase utility. The number of fresh leafy Ligularia fischeri purchases per household in the Seoul metropolitan area are 2.8 and the weight of the purchase is 4.3kg. In 2016, purchase by sales place is as follows: Direct transactions over the Internet(46.8%), Traditional market(21.3%), Super market(12.8%), Agricultural cooperative association (12.8%),wholesale and retailer·Living cooperative association(6.3%). More than half of the purchase is direct deals. Therefore, it is advantageous for producers to increase direct transactions by active marketing online or offline. The preference according to the size of the product is as follows: 11 to 15cm(43.3%), 16cm or more(43.3%), 6 to 10cm(11.1%), 5cm or less(3.3%). Most consumers buy 11 to 15cm, 16cm or more. Depending on the consumer's preference, the product size is concentrated at 11 to 15cm, 16cm or more. The consumer's willingness to purchase according to the size of the product is as follows: 11 to 15cm(42.2%), 16cm or more(32.2%), 6 to 10cm(24.4%), 5cm or less(1.1%). Consumers preferred 11 to 15cm and then 16cm or more. Consumer's willingness to purchase is more than twice as the actual purchase at 6 to 10cm. Therefore, a strategy to increase the 6 to 10cm products is necessary. The consumption situation of certified products by Ligularia fischeri consumers is as follows: Non-pesticide certified(54.8%), Organic agricultural products certified(9.7%), GAP Certified(4.5%). There is a high preference for certified products. Therefore, it is advantageous for producers to receive various certifications. The preference of packaging materials for the Ligularia fischeri consumers is as follows: Paper box(73.4%), Plastic(23.4%), The rest(3.3%). Most consumers prefer paper-box packaging products. The purchase conditions by weight are as follows: 1㎏(61.3%), 500g(10.7%), 2㎏(9.7%), 200g(7.5%), 4㎏(7.5%), 300g(3.2%). Consumers usually prefer a 1kg package. Ligularia fischeri consumers' willingness to purchase by weight of product is as follows: 1kg(57.8%), less than 1kg(26.7%), over 1kg(15.6%). The demand for less than 1kg is 26.7%. Therefore, it is necessary to sell small packages of various sizes. According to the survey, producers need a strategy to reduce the size of products 16cm or more by more than 10% and to increase the volume of less than 1kg.