This study is to explain and identify the impacts of cognitive components of rice on consumers' attitudes and purchase intention. A survey study was conducted to collect the data with the actual rice purchasers at some kind of retailing stores. A regression analysis was performed to test the research hypothesis. The results of the study show as follows: First, it was found that words and pictures information about rice influences on consumers' attitudes and purchase intention, and price information had effect to consumers' attitudes but not affect to purchase intention. Second, it shows differential effects in how components of words, pictures and price information influences consumers' attitudes and purchase by types of consumer's characteristics factors such as occupation, age and residential area, except for price had effects to purchase intention. Therefore, marketers of distribution stores that selling rice have to enhance brand awareness of product by communicating types of information in a manner tailored to customer's demographic characteristic factors.

• 박승환(단국대학교 경영학부) | Seung-Whan Park Corresponding author