Abstract
The purpose of this paper is to study the relation between the transformation of wholesalemarket and the marketing behavior of domestic producing areas under the reorganization of the fruit and vegetable market system. The characteristics of recent changes in marketing behavior within domestic producing areas are as follows: 1) KEIZAIREN (prefectural economic federations of agricultural cooperatives) and agricultural cooperatives have been selecting the wholesaler. 2) KEIZAIREN, agricultural cooperatives and farmers have an inclination towards direct selling to retailers and consumers. 3) The background of these behaviors has been to aim at a reproducible price for the survival of the domestic producing areas and farmers. These behaviors are indicitive of the competition between wholesalers and the changing wholesalemarket transactions and the conflict between domestic producing areas and wholesalemarkets that are now growing. But, the conflict between the stocking of supermarket and the wholesalemarkets or the domestic producing areas under the reorganization of market system initiated by supermarket. Therefore, an importance is placed on the reconstruction of the relationship between domestic producing areas and wholesalemarkets.
