Abstract
In Japan, the production and demand for barley have diminished since the 1950s. While in 1960, the consumption of barley per capita was 8.1 kg, in 2007, it decreased to only 300 g. This paper examines how promotion can spur the demand for barley.
We suggested that sampling would spur the demand for barley. Therefore, in November 2009, we asked visitors at a farmers’ market in a mountainous and hilly area of the Chugoku Region to try out a sample of barley with rice at home and answer a questionnaire.
From the results, we clarified the following three points. First, sampling can lead most consumers to eat barley more. Second, an analysis of consumers’ acceptable price showed that the selling price of barley could be increased. Third, information for improving the image of barley could raise the consumers’ acceptable price for barley.
