Establishment of Marketing Strategies for Fruits as Gifts Utilizing the Interaction between Consumers
| Project/Area Number |
24580336
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Research Field |
Agro-economics
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| Research Institution | National Agriculture and Food Research Organization |
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Principal Investigator |
ISOJIMA Akiyo 独立行政法人農業・食品産業技術総合研究機構, 東北農業研究センター生産基盤研究領域, 主任研究員 (00355257)
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| Co-Investigator(Kenkyū-buntansha) |
HASEGAWA Tetsuya 独立行政法人農業・食品産業技術総合研究機構, 東北農業研究センター生産基盤研究領域, 主任研究員 (70355262)
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| Project Period (FY) |
2012-04-01 – 2015-03-31
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| Project Status |
Completed (Fiscal Year 2014)
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| Budget Amount *help |
¥5,460,000 (Direct Cost: ¥4,200,000、Indirect Cost: ¥1,260,000)
Fiscal Year 2014: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
Fiscal Year 2013: ¥2,080,000 (Direct Cost: ¥1,600,000、Indirect Cost: ¥480,000)
Fiscal Year 2012: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
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| Keywords | 果物 / 贈答 / 消費者 / おすそわけ / 農家直販 / 顧客拡大 / リンゴ / 直接販売 / 販売管理 / 果樹作経営 / 顧客獲得 / 直売 / 販売管理対応 / プロモーション / マーケティング実験 / 贈答マーケティング / 被贈者 |
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| Outline of Final Research Achievements |
This study formulates a marketing strategy for gifts of fruit based on interactions between consumers. A questionnaire survey revealed that most consumers enjoyed giving some of the apples they had received to neighbors and friends and that some of those recipients became new customers.
Accordingly, we devised “gift-sharing bags” as a tool for promoting the process discovered by the survey and distributed them experimentally. The bags received positive feedback from most consumers, who indicated a strong possibility that they would use them. An experiment conducted at a large orchard revealed that new customers placed orders after receiving a gift-sharing bag. Hence, distributing gift-sharing bags was shown to increase buyer motivation and connect consumers with producers.
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Report
(4 results)
Research Products
(22 results)
