Abstract
Retail trade uses the method of trading area analysis through the geographical information system to effectively advertise its products. I apply this technique to various farmers’ markets in the geographical vicinity and grasp a characteristic and the trading area of the next store servant. Furthermore, I clarify an effective advertising policy of farmers’ markets, the characteristic of which I use in the next store servant.
In the narrow farmers’ markets within the trading area, it is believed that the distribution of the insert handbill, which includes a characteristic of the farmers’ markets that is different from the supermarket, which has a limited area, is effective. On the other hand, farmers’ markets with a large trading area were able to identify a potential consumer over a wide range. Advertisements that use mass media are effective in the wide farmers’ markets within the trading area.
