Consumer Information Processing in Purchase Decisions of Dairy Products and Effectivity of In-store Display

－The Case of Gelato Made from Milk of Cows Fed Self-supplied Feed, Ear Corn－

Abstract

This report clarifies that the effectivity of in-store display that shows “the quality of product process” of gelato made from milk that were fed self-supplied feed. We investigated the feature of consumers' information processing and the effectivity of information provision with protocol analysis by thinking aloud method and purchase experiment. As a result, we found that provision of the place of feed production alongside that of milk production gains consumers' interests in feed.