| Project/Area Number |
18580237
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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 Agricultural Research Organization |
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Principal Investigator |
UMEMOTO Masaki National Agricultural Research Organization, National Agricultural Research Center, Farm Management Research Team, head (20370520)
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| Co-Investigator(Kenkyū-buntansha) |
OOURA Yuuji National Agriculture and Food Research Organization, National Agricultural Research Center, Marketing Research Team, senior researcher (80355479)
YAMAMOTO Junko National Agriculture and Food Research Organization, National Agricultural Research Center, Farm Management Research Team, Senior Researcher (00355471)
KIYONO Seiki Miyagi University, School of Food, Agricultural and Environmental Sciences, associate professor (90225095)
SAKURAI Seiichi Chiba University, Faculty of Horticulture, associate professor (60334174)
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| Project Period (FY) |
2006 – 2007
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| Project Status |
Completed (Fiscal Year 2007)
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| Budget Amount *help |
¥3,850,000 (Direct Cost: ¥3,400,000、Indirect Cost: ¥450,000)
Fiscal Year 2007: ¥1,950,000 (Direct Cost: ¥1,500,000、Indirect Cost: ¥450,000)
Fiscal Year 2006: ¥1,900,000 (Direct Cost: ¥1,900,000)
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| Keywords | Agricultural Economics / Agricultural Product / Decision Making |
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| Research Abstract |
We analyzed eye movement data, protocol data and memories on products from 20 consumer monitors, and we pointed out that consumer compared few attribute of vegetables and decided what they, want heuristically. From eye movement data we clarified that they checked both pop and vegetable itself alternately when they select commercial goods. We studied the consumer purchase behavior using eye tracking machine. As a procedure of examination, for the 29 consumer monitors, we showed the 15 slides include standard pop or tentative pop, and we divided two groups which gave information according to purchasing image on this examination and didn't. Then we compared the gazing time for each pop and vegetable. The results were as follows. Tentative pop group caused significantly much more gazing time for pop and vegetable than standard pop group, but group which gave information according to purchasing behavior before slide show didn't acquire significant amount of gazing time. According to addition of information, the case of information which lettuce is cheap today didn't affects gazing time for lettuce and lettuce's pop, but information that please look the slides considering dinner menu increased gazing time for mushroom significantly. These facts mean that improvement on pop and addition of information which causes presentment on purchasing might increase the consumers gaze for vegetables during their purchasing behaviors.
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