2021 Volume 21 Pages 25-30
Agricultural products direct sales offices at Roadside Station are increasing in popularity with consumers’ support for an assortment of agricultural products such as freshness, cheapness, and safety and security. Most of the contracts with producers are consignment sales contracts, and there are many cases in which they are reluctant to actively promote sales to consumers because there is no inventory burden on the sales side. On the other hand, at the direct sales office in Wakayama Prefecture, which handles agricultural products at Roadside Station K, the effect of increasing the number of shippers and sales was seen by actively promoting sales. In this paper, we will focus on the brand strategy and try to clarify the mechanism of aggressive sales promotion based on the interview survey from the people concerned of Roadside Station K.
