| Budget Amount *help |
¥4,160,000 (Direct Cost: ¥3,200,000、Indirect Cost: ¥960,000)
Fiscal Year 2010: ¥1,820,000 (Direct Cost: ¥1,400,000、Indirect Cost: ¥420,000)
Fiscal Year 2009: ¥2,340,000 (Direct Cost: ¥1,800,000、Indirect Cost: ¥540,000)
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| Research Abstract |
I analyzed consumer's loyalty to farmers using scanner data of a farmer's market. Results show that (1) more consumers express loyalty to farmers in buying rice and tomato than in buying cucumber, (2) the farmer whose tomato few reach the level of sugar content Brix more than 5% and acid degree more than 0.4%(W/V) does not win loyalty from consumer, (3) consumer's dissatisfaction with tastes has greater impact on formation of consumer loyalty than the goodness of cost performance.
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