Journal of Regional Fisheries
Online ISSN : 2435-712X
Print ISSN : 1342-7857
Scholarly Papers
Utility Value of Cultured Red Sea Bream in the Retail Market
Analysis of Handling of Red Sea Bream with a focus on GMS and Major Restaurant Chain
Mizuho KUGA
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JOURNAL OPEN ACCESS

2011 Volume 51 Issue 3 Pages 21-42

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Abstract

This study clarified the preference for cultured red sea bream, in terms of usage, freshness, size, price level in each business category of the retail market. The purpose of this study is to make clear how the utility value of the cultured red sea bream meets the main users’ preferences. And the consumption pattern of the cultured red sea bream is different in Kanto and Kansai area. Therefore this study chose an object according to an area as well as an analysis axis according to the business category. The analysis objects are GMS, the major kaiten-zushi (revolving sushi) chain which is based in Kanto, Kansai-based chain restaurants, and the major family restaurants.

As a result of the analysis, it developed that there were four utility values, stability, low price, the freshness, the simplification of cooking in the retail market of cultured red sea bream. The main users in the retail market expected to improve the freshness and the simplification of cooking to realize inexpensiveness. In other words it is thought that the new utility value of cultured red sea bream is brought about in the distribution and the processing process.

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© 2011 The Japan Regional Fisheries Society
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