Abstract
“Tsuto-tofu” is a tofu dish local to Ibaraki Town in Ibaraki Prefecture, which had be often served on ceremonial occasions. However, the opportunity to eat this dish has significantly decreased in recent years due to the changes in the style of rituals. In September 2016, a questionnaire survey was carried out in a shopping mall in the town of Ibaraki to find out who the potential purchasers of Tsuto-tofu were. Respondents were made to fill in the questionnaire after tasting a portion of Tsuto-tofu. It was found that purchase intention of Tsuto-tofu was highest among respondents who preferred a healthy diet, and, wished to hand down the local delicacy to posterity and among people who felt that it was easy to eat and would be well-liked by children. Most of the participants regarded it as a dish to be included in their regular diet, and wished to buy it at the supermarket. Using a price-sensitive measurement, the optimal and differential price points of Tsuto-tofu made from one cake (about 300 g) of tofu were 177 and 195 yen, respectively. The results suggested that Tsuto-tofu has the potential to be accepted by the general consumers as part of their daily diet.
