Back
道の駅併設農産物直売所とその顧客の特質に関する考察 : 埼玉県大里地域の農産物直売所を事例として   :   A Study in the Large-scale Farmer's Markets and the Characteristics of their Customers : Cases of Farmer's Markets at Ohsato District in Saitama Prefecture 

作成者 慶野, 征ジ, 中村, 哲也
作成者 (ヨミ) ナカムラ, テツヤ
作成者の別表記 KEINO, Seiji, NAKAMURA, Tetsuya
日本十進分類法 (NDC) 611
内容 本稿では, 埼玉県大里地域の「道の駅」に併設された大規模農産物直売所および独立した大規模農産物直売所について考察した.道の駅の直売所は, 農協や第三セクターによって開設され, 立地条件に恵まれ, 施設設備も充実している.そのため集客力が大きく, リピーター客のほかにフリー客を集めることができる.道の駅の直売所でもリピーター客の割合を増やす販売戦略がとられている.農産物直売所の顧客に対するアンケート調査のデーターを用いて, 数量化法II類の分析を試みた.その結果, リピーター客に影響する4つの要因を見出した.第1は顧客の年齢であり, 第二は顧客の居住地であり, 第3は農産物直売所訪問の主目的であり, そして第4は農業地域に対する欲求である.理念型としてみると, リピーター客の特質は, 年齢が50歳以上の高齢で, 居住地が直売所と同一の市町村にあり, 直売所訪問の主たる目的は農産物の購入であり, 農業地域に対しては新鮮な農産物の生産を望んでいるというものである.また, フリー客の特質は, 年齢が50歳以下の若年齢で, 居住地が直売所と同一の市町村ではなく, 直売所訪問の主たる目的は観光旅行であり, 農業地域に対しては自然環境に触れる体験を望んでいるというものである.フリー客はリピーター顧客に転化する可能性があるから, フリー客をより多く獲得し, 彼らを効率よくリピーター顧客に転化することが直売所の販売戦略として重要である.
In this paper, we consider large-scale farmer's markets and their repeating customers. Large-scale farmer's markets that were established in highway service stations, named "Michi-no-Eki", have nice facilities provided by farmer's cooperatives or semi-public corporations. Their customers consist of repeating customers and passing customers. In order to expand their sales, it is important for farmer's markets to increase the share of their repeating customers. We analyze a survey dataset collected from customers at farmer's markets in Ohsato Districts in Saitama Prefecture, using the Quantification Method II. We find that there are four factors affecting repeating customers: the first is the age of the customer, the second is the residential location of the customer, the third is their objective of visiting farmer's market, and the fourth is their needs for the farming district. The typical characteristics of repeating customers are that their age is over fifty years, that they reside in the same city as the location of farmer's market, that their main objective of visiting farmer's market is to purchase agricultural products, and that their need for the farming district is to produce fresh agricultural products. The typical characteristics of passing customers are that their age is under fifty years, that they do not reside in the same city as the location of farmer's market, that their main objective of visiting farmer's market is to tour in this country, and that their need for the farming district is to enjoy their natural lives. It is as important to increase passing customers as it is to increase repeating customers, because passing customers may turn into repeating customers. An important sales strategy for large-scale farmer's markets is to lure more passing customers, and to turn them into repeating customers efficiently.

公開者 千葉大学園芸学部
コンテンツの種類 紀要論文 Departmental Bulletin Paper
DCMI資源タイプ text
ファイル形式 application/pdf
ハンドルURL http://mitizane.ll.chiba-u.jp/meta-bin/mt-pdetail.cgi?cd=00026648
ISSN 0069-3227
NCID AN00142658
掲載誌情報 千葉大学園芸学部学術報告 Vol.58 page.41-49 (20040331)
フルテキストへのリンク http://mitizane.ll.chiba-u.jp/metadb/up/AN00142658/KJ00004283918.pdf
情報源 The technical bulletin of Faculty of Horticulture, Chiba University
言語 日本語
著者版フラグ publisher


Total Access Count:

795 times.


Search
Related Materials in