Determinant Factors of Customer Behavior for Agricultural Brand:

Analysis of Chiiki Brand Senryaku Survey 2013

Abstract

This paper aims to clarify the determinant factors of customer behavior for selecting agricultural brand. For this purpose, we analyzed the Chiiki Brand Senryaku Survey 2013, which shows consumer evaluation for many agricultural brands, based on the theoretical model demonstrated by Keller (2001). This model shows that brand building tools construct consumer knowledge effects and that consumer knowledge effects construct branding benefits. At this point, consumer knowledge effects and branding benefits have endogeneity, and so we used the method of instrumental variables to analyze them. The Chiiki Brand Senryaku Survey 2013 shows only the percentage data for many brands such as brand awareness, and so we set one brand as one sample. Moreover, in order to avoid multicollinearity, we used the difference in data between 2010 and 2012.

The results are as follows. First, some brand building tools such as TV shows, local specialty shops, and winning prizes at contests have positive effects for consumer knowledge effects. Second, consumer knowledge effects such as brand awareness and brand associations have positive effects for brand benefits. We clarify that the model demonstrated by Keller (2001) is effective for agricultural brands.