A comparative study on the branding of marine products by a regional collective trademark and the organizational capability of fisheries cooperatives

Research Project

Project/Area Number	23530537
Research Category	Grant-in-Aid for Scientific Research (C)
Allocation Type	Multi-year Fund
Section	一般
Research Field	Commerce
Research Institution	Oita University
Principal Investigator	MATSUGUMA Hisaaki 大分大学, 経済学部, 教授 (60238996)
Project Period (FY)	2011 – 2013
Project Status	Completed (Fiscal Year 2013)
Budget Amount *help	¥2,210,000 (Direct Cost: ¥1,700,000、Indirect Cost: ¥510,000) Fiscal Year 2013: ¥780,000 (Direct Cost: ¥600,000、Indirect Cost: ¥180,000) Fiscal Year 2012: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000) Fiscal Year 2011: ¥780,000 (Direct Cost: ¥600,000、Indirect Cost: ¥180,000)
Keywords	ブランド / 地域団体商標 / 水産物 / 組織力 / マーケティング / 漁協
Research Abstract	The main objectives of this study were to compare and analyze brand power, success factors, and the organization capability of the fisheries cooperative association for marine products branded by regional society trademarks. Firstly, in order to apprehend the current circumstances and problems with regard to branding for marine products, questionnaire surveys were conducted. As a result of surveys, the branding of marine products was effective for the motivation of cooperative association members, the improvement of the price, the acquisition of market and the expansion of the market. Furthermore, as a result of factor analysis, 5 factors were extracted: discrimination factor, fundamental factor, information factor, supply factor, and scarcity factor.