高級米の地域ブランド評価方法 : 日本の新品種「つや姫」の事例

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  • Place Branding Evaluation Method of High Quality Rice Brands : the Case of the New Brand “Tsuyahime” in Japan
  • コウキュウマイ ノ チイキ ブランド ヒョウカ ホウホウ : ニホン ノ シンヒンシュ ツヤヒメ ノ ジレイ

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The purpose of this paper is to evaluate the value of rice brand in various areas. We compare the advantages of new “Tuyahime” rice brand with those of several other rice brands using a simple regression model in conjoint analysis.Our study shows that the Tsuyahime brand is more highly evaluated than the Sasanishiki, Koshihikari, Hitomebore, and the Akitakomachi brands. The place branding value of Tsuyahime rice in Yamagata prefecture is superior to Koshihikari rice of Niigata prefecture. The value of Tsuyahime rice of Yamagata prefecture is 7,355 yen, compared to 4,266 yen for Akitakomachi rice of Akita prefecture, 4,239 yen for Koshihikari rice of Niigata prefecture, 3,489 yen for Sasanishiki rice of Miyagi prefecture. With this method of analysis, we can properly evaluate the characteristics and values of various rice brands.

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