Producers' Incentive to Ship for Large Urban City and Strategy of Farmers' Market under Expanding Local Consumption of Agricultural Products Produced in Northern Area of Hiroshima Prefecture-Based on Case Study of Shipping Strategy in Shobara City-

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Other Title
  • 地産地消拡大に伴う生産者の都市部出荷意向と農産物直売所戦略―広島県庄原市における農産物直売所出荷戦略案の展望―
  • チサン チショウ カクダイ ニ トモナウ セイサンシャ ノ トシブ シュッカ イコウ ト ノウサンブツ チョクバイジョ センリャク ヒロシマケン ショウバラシ ニ オケル ノウサンブツ チョクバイショ シュッカ センリャクアン ノ テンボウ
  • −Based on Case Study of Shipping Strategy in Shobara City−
  • −広島県庄原市における農産物直売所出荷戦略案の展望−

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Abstract

As Local consumptions of agricultural products produced in local area expand, farmers have the great chance to enlarge the business scale and sales. This study pointed out the factor expanding the shipment for urban city (Hiroshima City) consumers and the factor of consumers' needs for agricultural products produced in local area (Shobara City). As a result of research based on Factor Analysis, it became clear that the above two factors can be connected with each other by marketing strategy (4Ps). This strategy consists of individual management efforts of farmers, organizational supports by producer groups, and informations on fresh vegetables and fruits produced in local area.

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