Managing Country of Origin Effect for Agricultural Product: Focused on Korean Ginseng

Abstract

Most of the previous studies concerning American or Japanese market have focused on the difference in COO effects between indigenous product mostly with positive COO effect and foreign products mostly with negative COO effect. and, the previous COO research has concerned with the electric home appliances like TV or automobiles while there has hardly been research concerning the COO effect and its application strategies on agricultural products. But, our exploratory research on the agricultural product extends the product categories regarding COO effects and our study is concerned with foreign product which has positive COO effects in American and Japanese market. We can observe that there exists the COO effect on ginseng in American and Japanese market. but we can find some results which are not consistent with the previous research - especially, in demographic factors of america and information source of Japan. We explain the reason of this results and suggest new strategy of COO. Also, we suggest the marketing process to make use of the COO effects, which can be applied various product categories.