An Analysis of Effective Marketing Strategies for Miyagi Shelled Oyster after the Great East Japan Earthquake of 2011 - 九大コレクション

＜紀要論文＞
An Analysis of Effective Marketing Strategies for Miyagi Shelled Oyster after the Great East Japan Earthquake of 2011

作成者	著者識別子 K005864 作成者名 Takahashi, Yoshifumi 髙橋, 義文タカハシ, ヨシフミ所属機関所属機関名 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
	作成者名 Miyata, Tsutomu 宮田, 勉ミヤタ, ツトム所属機関所属機関名 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
	著者識別子 90722778 作成者名 Wakamatsu, Hiroki 若松, 宏樹ワカマツ, ヒロキ所属機関所属機関名 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
本文言語	英語
出版者	Faculty of Agriculture, Kyushu University
出版者	九州大学大学院農学研究院
発行日	2016-02-29
収録物名	九州大学大学院農学研究院紀要
巻	61
号	1
開始ページ	251
終了ページ	255
出版タイプ	Version of Record
アクセス権	open access
Crossref DOI	https://doi.org/10.5109/1564130

ファイル	ファイルタイプ	サイズ	閲覧回数	説明
p251	pdf	555 KB	544

PISSN	0023-6152
NCID	AA00697606
レコードID	1564130
査読有無	査読無
主題	Latent class model
	shelled oyster
	marketing strategy
	consumer behavior
ISSN	0023-6152
NCID	AA00697606
注記	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."
登録日	2016.03.10
更新日	2022.11.11