2013 Fiscal Year Final Research Report
A comparative study on the branding of marine products by a regional collective trademark and the organizational capability of fisheries cooperatives
| Project/Area Number |
23530537
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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 |
Commerce
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| Research Institution | Oita University |
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Principal Investigator |
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| Project Period (FY) |
2011 – 2013
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| Keywords | ブランド / 地域団体商標 / 水産物 / 組織力 / マーケティング |
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| Research Abstract |
The main objectives of this study were to compare and analyze brand power, success factors, and the organization capability of the fisheries cooperative association for marine products branded by regional society trademarks. Firstly, in order to apprehend the current circumstances and problems with regard to branding for marine products, questionnaire surveys were conducted. As a result of surveys, the branding of marine products was effective for the motivation of cooperative association members, the improvement of the price, the acquisition of market and the expansion of the market. Furthermore, as a result of factor analysis, 5 factors were extracted: discrimination factor, fundamental factor, information factor, supply factor, and scarcity factor.
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