An Analysis of Effective Marketing Strategies for Miyagi Shelled Oyster after the Great East Japan Earthquake of 2011 - Collections

＜departmental bulletin paper＞
An Analysis of Effective Marketing Strategies for Miyagi Shelled Oyster after the Great East Japan Earthquake of 2011

Creator	Author PID K005864 Creator Name Takahashi, Yoshifumi 髙橋, 義文タカハシ, ヨシフミ Affiliation Affiliation Name Laboratory of Environmental Economics, Division of Agricultural and Resource Economics, Department of Agricultural and Resource Economics, Faculty of Agriculture, Kyushu University 九州大学大学院農学研究院農業資源経済学部門農業資源経済学講座環境生命経済学研究室
	Creator Name Miyata, Tsutomu 宮田, 勉ミヤタ, ツトム Affiliation Affiliation Name National Research Institute of Fisheries Science, Fisheries Research Agency 国立研究開発法人水産総合研究センター
	Author PID 90722778 Creator Name Wakamatsu, Hiroki 若松, 宏樹ワカマツ, ヒロキ Affiliation Affiliation Name National Research Institute of Fisheries Science, Fisheries Research Agency 国立研究開発法人水産総合研究センター
Language	English
Publisher	Faculty of Agriculture, Kyushu University
Publisher	九州大学大学院農学研究院
Date	2016-02-29
Source Title	Journal of the Faculty of Agriculture, Kyushu University
Vol	61
Issue	1
First Page	251
Last Page	255
Publication Type	Version of Record
Access Rights	open access
Crossref DOI	https://doi.org/10.5109/1564130

File	FileType	Size	Views	Description
p251	pdf	555 KB	572

PISSN	0023-6152
NCID	AA00697606
Record ID	1564130
Peer-Reviewed	Unrefereed
Subject Terms	Latent class model
	shelled oyster
	marketing strategy
	consumer behavior
ISSN	0023-6152
NCID	AA00697606
Notes	We aimed to investigate effective marketing strategies for shelled oyster in the Tokyo markets, subsequent to the 2011 Tohoku Earthquake. Because raw oysters from Miyagi area had accounted for around 70% of the GMS sales in metropolitan area until the day before the Great East Japan Earthquake, but now other prefectures such as Hiroshima, Okayama and Hyogo have been growing market share in GMS sales instead of Miyagi. Latent class models was applied to suggest effective marketing strategies to promote Tokyo markets. The results showed that Tokyo consumers may be categorized as "contents and raw lovers" who value raw oysters and their contents (57%), and as "casual consumers" who consume fewer oysters but value raw oysters (17%). Therefore, promotion can be focused on raw oysters and on increasing the size of contents for the "contents and raw lovers" and "casual consumers."
Created Date	2016.03.10
Modified Date	2022.11.11