Consumer preference, marketing environment and various agricultural policy were changed recently. So it is necessary to analyze the consumption behavior for selection the target market. In this paper, we analyzed the consumption behavior and the brand positioning using oriental melon. From the results of analysis, firstly, consumers' age, job, education and the number of member of household were effected to consumption behavior of oriental melon. Secondly, the marketing factor was the most important when purchasing oriental melon. Thirdly, the brand of Sung-Ju Oriental Melon was evaluated to the best brand on brand name, brand image and brand message.

• 최돈우(경상북도농업기술원) | Choi, Don-Woo
• 도한우(경상북도농업기술원) | Do, Han-Woo
• 정종도(경상북도농업기술원) | Cheung, Jong-Do
• 임청룡((주)엘케이 경영연구원) | Lin, Qing-Long Corresponding author