1999 Fiscal Year Final Research Report Summary
A Study on Marketing strategy of Agricultural Cooperatives with POS Data
| Project/Area Number |
09660234
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Agro-economics
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| Research Institution | IWATE UNIVERSITY |
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Principal Investigator |
KAWAMURA Tamotsu Faculty of Agriculture, Iwate University, Lecturer, 農学部, 講師 (20177736)
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| Project Period (FY) |
1997 – 1999
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| Keywords | scanner data / POS / marketing / brand level / hedonic price / demand system / oligopoly |
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| Research Abstract |
The objective of this study was to conduct a new research on food economy at brand level.
I estimated a demand system of U.S. margarine at brand level. The main results are: rather large own price elasticity; private labels' unique market position; and quantitative discussion on marketing strategies. The paper was published in the Journal of Rural Economics, and awarded best article prize.
And I also conducted a hedonic price analysis on cooked and packed rice. The main results are: premium price for the print of "Produced in Niigata" premium for large pictures on the package; and so on. This paper was presented at the Agribusiness World Forum and it was uploaded at the web site of the International Association of Food and Agribusiness Management Association (IAMA). And a affiliated company of an agricultural cooperative produced a new item using our research results. It suggests usefulness of this study.
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