Consumer awareness of direct sales of agricultural products in Chiba prefecture [Japan]
2023
Koki, T.
The introduction of ICT [Information and Communications Technology] in Japanese agriculture is important not only in the field of production, but also in the field of on-site marketing related to agriculture, which requires an accurate understanding of consumer needs in the current era. And direct sales centers for agricultural products have an important role to play in understanding consumers' needs for agricultural products. It is necessary to rethink the management of direct sales centers from the viewpoint of 'market-in' from the consumer's point of view, rather than only 'product-out' (shipping and displaying products directly to the direct sales center). In this study, authors will conduct an awareness survey of consumers at direct sales stands and compare the data with various statistical analysis. The purpose of this research is to clarify the management issues faced by direct sales centers and to propose an effective analytical model. A questionnaire survey of consumers was conducted at a farmers direct market locating in Chiba prefecture, Japan in November 2022. The questionnaire surveyed respondents on attributes such as age, frequency of use, as well as satisfaction with price, freshness, and variety. From the questionnaire results, a cluster analysis was conducted. The results were divided into three groups, and the average of the various satisfaction levels was compared to the average of the overall satisfaction level. The groups that used the Internet for information had higher purchase amounts and higher levels of satisfaction.
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