2010 Fiscal Year Final Research Report
Consumer Loyalty Analysis in Food Buying Behavior
| Project/Area Number |
21780216
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Single-year Grants |
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| Research Field |
Agro-economics
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| Research Institution | National Agricultural Research Organization |
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Principal Investigator |
TAGUCHI Mitsuhiro 独立行政法人農業・食品産業技術総合研究機構, 農業経営研究チーム, 研究員 (90391424)
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| Project Period (FY) |
2009 – 2010
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| Keywords | ロイヤルティ / 購買行動分析 / スキャンデータ |
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| Research Abstract |
I analyzed consumer's loyalty to farmers using scanner data of a farmer's market. Results show that (1) more consumers express loyalty to farmers in buying rice and tomato than in buying cucumber, (2) the farmer whose tomato few reach the level of sugar content Brix more than 5% and acid degree more than 0.4%(W/V) does not win loyalty from consumer, (3) consumer's dissatisfaction with tastes has greater impact on formation of consumer loyalty than the goodness of cost performance.
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