The purpose of this study is to investigate the roadside agricultural product shops located in Miryang city, and to find out the current situation on how people rate the importance and satisfaction levels of various aspects through surveys on sellers and consumers. With this information, the main problems and possible solutions are analyzed with the Important Performance Analysis(IPA) method. First, building parking spaces for customers should be prioritized to improve safety. Because many roadside shops for agricultural products are located alongside two-lane roads, sufficient parking spaces are needed for the consumers' safety. Second, to enhance the rural landscape, consumers express that improving store quality and integrating more with the environment are important. Store owners should take more care in maintaining store quality so that customers do not experience inconvenience while shopping. Futhermore, institutional guidelines and standards must be implemented to allow for a more harmonious relationship between these shops and the environment. Third, both sellers and consumers think that taste, price, and freshness are important aspects of roadside agricultural product shops. However, while sellers and consumers both agree that the price is the most important factor, there is a discrepancy between these two groups regarding the satisfactory price level. The sellers do not agree that their products are being sold at the fair price. This can be interpreted as sellers believe that the prices are set too low. Because pricing is important aspect and also a very delicate issue, mid to long term consideration and study will be needed to improve roadside shops for agricultural products in the future.

I. 서 론
  1. 연구의 배경 및 목적
  2. 관련 연구 검토
 II. 연구방법
  1. 농산물 직거래 유형과 도로변 농산물 판매장의정의
  2. 현황조사
  3. 설문조사
 III. 결과 및 고찰
  1. 현황조사 결과
  2. 설문조사 결과
 IV. 결 론
 References

• 이예찬(부산대학교 대학원) | Lee Ye-Chan
• 이유직(부산대학교 조경학과) | Lee Yoo-Jick Corresponding author