This study aims to subdivide consumers by attributes determined mainly by consumers of fresh ginseng. It is to compare and analyze the characteristics by cluster, and to deduce the implications on distribution and marketing. For this study, a survey was conducted targeting 250 consumers of fresh ginseng. The factors were deduced through performing the exploratory factor analysis on the results of the survey, and the consumers of fresh ginseng were classified through cluster analysis. As a result of the study, the attributes considered for the purchase of fresh ginseng were condensed to the three factors: physical characteristic factor, safety factor, and cultivation indication information factor. With these as the standard, the consumers of fresh ginseng were subdivided into the three clusters: safety-oriented consumption type, label-centered consumption type, and high involvement consumption type. It was found that there were differences in demographic characteristics and attributes considered for purchase of fresh ginseng by cluster analysis. This study suggests the implications for revitalization of the fresh ginseng industry by subdividing consumers of fresh ginseng and suggesting the characteristics by cluster.

• Dongmin Lee(College of Agriculture and Life Sciences Seoul National University)
• Seul Gi Yu(College of Agriculture and Life Sciences Seoul National University) mail
• Jaeseok Jeong(Department of International Business Graduate School of Pan-Pacific International Studies Kyung Hee University)
• Junghoon Moon(College of Agriculture and Life Sciences Seoul National University)
• Gu Hyun Jung(Gyeonggi-do Agricultural Research & Extension Services)