| 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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| 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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