「市」と「直売所」における性格の相違点と今後の展開方向

抄録

This study analyzes differences between “Ichi” (Non-Permanent Farmers' Markets, Farmers' Fairs) and “Chokubaijo” (Permanent Farmers' Markets), which are at the center of Agricultural Direct Marketing. Moreover, we clarify “Ichi”s' and “Chokubaijo”s' characteristics, problems, future strategies, and advisable future courses.
A case study of Yamagata prefecture reveals the following differences between “Ichi” and “Chokubaijo”: Management (year of establishment, opportunity of establishment, open seasons, locations, annual sales); Farmers and sellers (management, number of farmers, sellers); Items (handling products grown in local areas, handling traditional vegetables); Attributes of customers (age of customers, distance from the point of sale to customers' residences).
“Ichi” are regarded as the following types: (1) Advancing into urban areas, (2) Small groups in which women play an important role, (3) Selling local products, and (4) Having elderly neighborhood customers. In contrast, “Chokubaijo” are the following types: (1) Welcoming others into local areas, (2) Large-scale facilities in which non-farmers play an important role, (3) Selling traditional foods, and (4) Having visitors from various areas as customers.
Consequently, “Ichi” and “Chokubaijo” have different problems. “Ichi” have problems with competition from “Chokubaijo” and labor shortages because farmers themselves sell the products. “Chokubaijo” are compelled to compete with supermarkets, and face shortages of products, expense burdens, and complaints from consumers because no farmers sell in the facilities.
However, we also clarify that few differences exist between “Ichi” and “Chokubaijo” related to future development strategies. It is necessary for “Ichi” and “Chokubaijo” to set their own goals because they have different characteristics and problems. Moreover, “Ichi” and “Chokubaijo” should use their own characteristics to the greatest possible extent.