2011 Fiscal Year Final Research Report
Analysis of Product Development to Diffusion of the Varieties Developed in Accordance with the Consumption Diversification
| Project/Area Number |
21580285
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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 | National Agriculture and Food Research Organization |
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Principal Investigator |
MORIO Akifumi 独立行政法人農業・食品産業技術総合研究機構, 中央農業総合研究センター農業経営研究領域, 主任研究員 (50292511)
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| Project Period (FY) |
2009 – 2011
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| Keywords | ニッチマーケティング / 新品種 / 普及 / 販売促進 / 価値 / 製品開発 |
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| Research Abstract |
New varieties of vegetables with characteristics such as color and texture is different from popular varieties, has been developed in response to diversified consumption. However, such varieties of vegetables are often not popular because of the unusual features. In order to disseminate varieties such, this study was to elucidate the strategy of niche marketing. The strategy is enhance the product development, because promotion of agricultural products is insufficient.
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