| Budget Amount *help |
¥45,110,000 (Direct Cost: ¥34,700,000、Indirect Cost: ¥10,410,000)
Fiscal Year 2011: ¥8,580,000 (Direct Cost: ¥6,600,000、Indirect Cost: ¥1,980,000)
Fiscal Year 2010: ¥8,710,000 (Direct Cost: ¥6,700,000、Indirect Cost: ¥2,010,000)
Fiscal Year 2009: ¥13,130,000 (Direct Cost: ¥10,100,000、Indirect Cost: ¥3,030,000)
Fiscal Year 2008: ¥14,690,000 (Direct Cost: ¥11,300,000、Indirect Cost: ¥3,390,000)
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| Research Abstract |
While in many East Asian countries, supermarkets have become an important component of the food retail system, traditional markets still enjoy a comparable market share for fresh food sale. The aim of this research is to understand why traditional markets continue to be so important for food retailing in these countries and to position the factors determining the sustained popularity of traditional retailing systems and market culture within the modernization framework. We have conducted a broad survey and fieldwork of consumers' shopping behavior in several East Asian countries including Japan, China, Korea, Taiwan, and Vietnam. The study involved the consumer surveys and the detailed surveys of retailers, supermarket managers, and key informants of public policy makers. The Probit model for binary choice was applied to analyze the question of why shoppers choose to do most of their shopping for food at traditional markets. The results of our research have been reported at several international conferences and published in several international refereed journals.
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