Producers' Incentive to Ship for Large Urban City and Strategy of Farmers' Market under Expanding Local Consumption of Agricultural Products Produced in Northern Area of Hiroshima Prefecture

−Based on Case Study of Shipping Strategy in Shobara City−

Abstract

As Local consumptions of agricultural products produced in local area expand, farmers have the great chance to enlarge the business scale and sales. This study pointed out the factor expanding the shipment for urban city (Hiroshima City) consumers and the factor of consumers' needs for agricultural products produced in local area (Shobara City). As a result of research based on Factor Analysis, it became clear that the above two factors can be connected with each other by marketing strategy (4Ps). This strategy consists of individual management efforts of farmers, organizational supports by producer groups, and informations on fresh vegetables and fruits produced in local area.