The examination of the sale strategy of vegetables produced in Kyoto Prefecture based on the actual situation of distribution

In this study, I researched into the impressions of vegetables produced in Kyoto Prefecture of consumer and green grocery distributors. And I showed which elements of those characteristics were good and considered the effect by made them the brand as 'Kyouyasai'. The result of the research into actual situation of distribution about green leaf vegetable 'Mizuna' and young Black soybeans 'Murasakizukin', it explained that the large percentage of the volume which arrived in the wholesale markets in Kyoto Prefecture of the former was forwarded to the Tokyo area, the latter was forwarded to the Osaka area. In addition, both items were sold mainly in department stores in Tokyo, and in supermarkets in Kyoto. For the quality of vegetables produced in Kyoto Prefecture, the impression by distributors was good. And about the other elements, differences were accepted between Kyoto and Tokyo. Distributors of Kyoto took account of produced in the hometown and those of Tokyo took account of brand image of 'Kyoto'. On the elements which consumers took account of them such as freshness, local produce and price, there were differences in items, areas and geographical convenience of stores. This result suggests necessity to find a way of packaging of vegetables by consumers' needs of the sale place. Since 1989 when a brand of 'Kyouyasai' began, the vegetable production increase and hold down the decrease low in the agriculture production rate of Kyoto Prefecture. In addition, there is an upside of the business unit price of common vegetables produced in Kyoto Prefecture in the wholesale market, too. I think it made a contribution to the vegetables production of Kyoto Prefecture that was recognized as 'Kyouyasai' widely. On the other hand, the information of vegetables does not reach stores and consumer of the Tokyo area enough. Those are about farms, characteristics and cooking methods of vegetables produced in Kyoto Prefecture. I think there is the chance of further sales promotion by sending these information to consumer through the green grocery distributors and salesclerks of stores in Tokyo area.