Abstract
This study examines the process of greengrocery merchandising at the local supermarket. In particular, the study focuses on the recent trend of “farmer’s market in the supermarket (in-shop).” For this study, we analyze data collected from a supermarket located in Akita. The purpose of the study is to examine the following: 1) changes in the marketing strategy of A supermarket for greengroceries, and 2) actual purchases and sales.
The results indicate that the store’s competitiveness is strengthened by the procurement of high quality greengrocery. That the high quality fruit and vegetables to provide such a “in-shop”. In addition, there are shops, just a “rental location” is not. An important part of management is to ensure that fresh (in-shop) and regular (supermarket) items complement each other.
