Abstract
The objective of the study is to analyze the problems with promoting local consumption of a specific local breed. As a result of the questionnaire survey of the local consumers who bought Japanese Shorthorn beef, which is one of the specific local breed, the consumers may be divided into two groups according to the styles of beef consumption. One is a group who prefer marbling beef (abbreviated to marbling beef group) and the other is a group who prefer domestic lean beef (abbreviated to domestic lean beef group). Comparing the two, the problems observed are: (1) regardless of whether the consumers are of one or the other group, the demand for Japanese Shorthorn beef is based not on their confidence in the way the cattle is raised but on their friendly feeling toward the producing districts, (2) the marbling beef group whose favorite cooking is centered to grilling and frying show dissatisfaction with the price of the Japanese Shorthorn beef, and (3) the domestic lean beef group who have various beef recipes do not seem to choose a fitting recipe for the beef they buy for consumption.
