Abstract
The purpose of this study is to cultivate independent consumption, to make local industries more active, and to analyze the methods of promoting chisan chisho. By comparing survey results of business customers and general consumers about umeboshi (pickled plums) and the local industries, we found that there were significant differences in values between businesses and general consumers. We then analyzed companies and products. It became clear that companies tend to focus on brand publicity to develope customers, while consumers generally want cheap and safe food. It was also found that it is essential to encourage the consumption of umeboshi and rice in promoting chisan chisho.
