Analyzing customer characteristics and management strategies of a farmers' restaurant toward sustainable agribusiness: case from a farmers' restaurant in Kashiwa City, Chiba [Japan]
2023
Zhua, F. | Shimoguchi, N.N. | Saville, R. | Hatanaka, K.
Despite its short history in Japan, Farmers' restaurants are becoming popular among Japanese. Moreover, these restaurants are receiving much attention from various stakeholders as they address food security through local production for local consumption and revitalize the community through the rural economy contribution and local job creation, especially for the women farmers. However, the number of Farmers' restaurants has been declining since 2019 even though it is essential in promoting sixth industrialization and a pro-local and healthy food lifestyle. This study aims to determine the relationships between the management of Farmers' restaurants and the customers' characteristics using cluster and correspondence analyses to formulate sustainable management strategies. Using case study approach, authors selected a farmers' restaurant located in Chiba Prefecture, Japan, and conducted a customer survey with a structured questionnaire. The survey captured their personal information, residential location, visit frequency, and satisfaction levels related to taste, service, price, and freshness. Correspondence analysis revealed that customers in different groups of age and residential locations showed a different focus on satisfaction. In particular, the 40s age group focus on taste, while the 50s age group focus on freshness and price. On the other hand, cluster analysis showed a few differences in characteristics between the regular and occasional customers of the farmers' restaurant.
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Este registro bibliográfico ha sido proporcionado por University of the Philippines at Los Baños