宮崎産・沖縄産・宮古島産マンゴーのリピート購入理由の解明

抄録

In order for new agricultural produce to become popular, it is necessary not only to establish sound cultivation techniques, but to also expand potential markets. One important part of this is the need to increase the number of repeat buyers for the produce. This study clarifies the reasons why repeat buyers purchase domestically produced mangoes. In this study, the research questions are clarified using text mining and self-organizing maps. In Japan, domestic mango cultivation started in Okinawa in 1980. In 2007, a mangoe boom occurred, after which, the total cultivation area and the amount of domestic production has continued to increase. The mangoes produced in Miyazaki, Okinawa, and Miyakojima reflect the typical circumstance for mangoe production, marketing and sales. Mangoes in these areas are produced using different cultivation methods, have different quality levels, and are priced differently. Therefore, there are differences that reflect the purchasing trends and motivations among repeat buyers of these mangoes. One can conclude that these differences may have resulted in a “habitat separation” in the domestic mango market.