Abstract
This study examines the price determination factors of pears by focusing on the managerial factors of pick-your-own pear farms in Matsudo. Since investigations of and research on the determination factors of pear prices on pick-your-own farms have not been adequately performed, we conducted statistical tests and regression analysis that made use of data captured through a questionnaire survey of these farms. The results revealed that the most influential factor on prices was whether or not the farmers advise consumers of their eco-friendly farming practices; this is a marketing factor. Therefore, to ensure the sustainable development of pick-your-own farms, in addition to improving production skills, it will be important for these farms to improve their marketing, especially, the provision of sufficient information to consumers through multiple sales channels.
