GAP 인증제도 도입초기의 시기적 필요성을 반영하여 GAP 인증 수삼이 어떤 소비자를 대상으로 어떠한 방향의 마케팅전략을 수행해야하는지에 대한 방향성 제시를 위해 수삼 선택속성별 부분가치를 산출하였으며 GAP 인증 수삼의 시장예상점유율 시뮬레이션, 시장세분화(segmentation), 표적시장선정(targeting), 표적시장 소비자 특성 등에 대한 일련의 연구를 수행하였다. 수삼 선택의 주요 속성인 안전성, 크기, 가격에 대한 부분가치효용을 분

This study was carried out to suggest producers' marketing direction for GAP certified rawginseng using STP(segmentation, targeting and positioning). In order to fulfill this object, conjoint analysis and cluster analysis were used. The main results are as follows. Based on the results of part worth for attributes such as safety, size, and price, GAP certified raw-ginseng, large size, and low price were preferred to conventional ginseng, small size, and high price respectively. In the relative importance for each attributes, safety was 47.2%, size was 30.0%, and price was 17.8%. As a result of market segmentation, 3 consumer groups(large size preferred, safety preferred, lower price preferred) were classified. Among those groups, the safety preferred group was selected as a target market for GAP certified raw-ginseng and its market size was estimated approximately 2,968 tons which is 26.8% of total raw ginseng market.

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