Abstract
In response to an increasing demand for small-sized vegetables, which are not wasted even by small families, the present study was conducted to determine the position of small-sized, or mini, carrots among all types, and discuss the forms of the sales of mini carrots and price settings, with the aim of promoting their production and sales. A questionnaire survey was conducted at farm stands and event sites of university to examine consumers’ awareness of mini and other carrots. The results suggested that the respondents were attracted to the mini carrot because they: “do not need to be peeled for cooking”, “can be eaten raw as an ingredient of salad”, and “are sweet and juicy”, and that it may be developed into a product suitable for salad or to be eaten raw. Regarding the forms of the sales of mini carrots, many of the respondents preferred product packages including orange carrots and a smaller number of yellow ones. The optimal price of the product sample including six orange carrots and two yellow ones was estimated to be 142 to 150 yen according to the buy-response curve. Since the period of time required to cultivate the mini carrot is shorter than the periods required for standard types of carrots, including the one called “Gosun Carrot”, its yield is expected to increase. Therefore, it is a promising agricultural product to be grown in the suburbs of large cities.
