2002 Fiscal Year Final Research Report Summary
Theoretical and Empirical Research on Consumption Behavior of Takeout Food
| Project/Area Number |
12660200
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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 | KYOTO UNIVERSITY |
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Principal Investigator |
YOSHIDA Masayuki Kyoto University, Graduate school of Agriculture, Prof., 農学研究科, 教授 (20003147)
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| Co-Investigator(Kenkyū-buntansha) |
OTA Ikuo Kyoto University, Graduate school of Agriculture, Assis. Prof., 農学研究科, 助手 (00252495)
KURIHARA Shinichi Chiba University, Faculty of Horticulture, Asso. Prof., 園芸学部, 助教授 (80292671)
OHE Yasuo Chiba University, Faculty of Horticulture, prof., 園芸学部, 教授 (60302535)
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| Project Period (FY) |
2000 – 2002
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| Keywords | home-away / consumption behaviour / takeout food |
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| Research Abstract |
This research explored consumption behavior of takeout food, so called nakasyoku, whose market is growing despite of the recent stagnant economy in Japan.
In the first year, we conducted questionnaire survey on the college students in Perugia, because Italy is the one of the most advanced countries in takeout food. The result showed that these students did not consider the convenience as the most important factor the while Japanese students did. This was because nearly the half of these students commuted from their home where their parents lived.
In the second year, we conducted a comparative survey on consumers of the two major hamburger retailers: the country's biggest company MacDonald's that took a low price strategy and Moss Burger that appealed selected food stuff. Consumers of MacDonald's preferred low price and were mainly constituted from middle high and high school students and male workers while consumers of Moss were mainly composed of perused women in 20s. .
In the third year, we explored the potential of demand increase in the takeout food and found that urbanization and size of consumption expenditure were the major working factors to determine the demand of takeout food. Thus, We concluded that further expansion of takeout food market would be enevitable.
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Research Products
(14 results)
