A Study on Growth Measures for Business Operators in the Online Retailing of Vegetables

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  • 野菜のネット通販ビジネスの拡大施策に関する一考察
  • ヤサイ ノ ネットツウハンビジネス ノ カクダイ シサク ニ カンスル イチ コウサツ

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Abstract

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This study aims to clarify the characteristics of actual usage of consumers in the online retailing of vegetables and propose measures for business operators. Some of the changes cited in the status before and after the start of using online retailing for vegetables are a reduction in purchasing frequency at real stores and increase in the frequency of inclusion of meat and fish dishes in dinner menus at home, in which stewed items and vegetables also appear. Based on this, a web questionnaire was circulated among women from households with at least two persons, in Tokyo and in three prefectures of the Tokyo metropolitan area. It was found that the proportion of frequency of use of online supermarket and co-op sites in the online retailing of vegetables was 72.5％. A promotion strategy pursuing improvement of the site’s visibility was considered effective, since there was a limit to pursuing differentiation based on the vegetable quality alone. Moreover, the proportion of usage of shopping mall sites and food delivery specific sites was 27.5％. Considering the creation of new markets, devising a differentiation strategy pursuing improvement in the quality of vegetables was presumed effective.

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