香酸柑橘に関する消費者のブランド認知構造

－「大分かぼす」を中心に－

抄録

Although citrus consumption has been declining, producing districts are currently attempting to increase their market appeal by branding their citrus fruit products. To determine basic knowledge regarding effective branding, this report seeks to clarify consumers’ brand awareness structure by conducting a study on regional citrus brands. For this purpose, we used the technique of network analysis. In doing so, it was possible to illustrate a cognitive structure connected to the word kabosu. This analysis demonstrates that the word kabosu is closely associated with Oita. However, consumers don’t make a detailed differentiation between sour citrus fruits. Therefore, the brand parity level of Oita kabosu is quite high.