2015 Volume 56 Issue 1 Pages 33-56
Echizen-Gani is the brand name of snowcrabs caught in Fukui Prefecture, Japan. This paper analyzes the customer satisfaction of the brand of Echizen-Gani. They evaluate their taste highly, their quality better than other snowcrabs, and their origin is guaranteed. Their values to consume 1) tasty foods, 2) seasonal foods, 3) local specialty, 4) highest quality food, and 5) occasional luxury foods are filled satisfactorily by Echizen-Gani. Values of 1), 2) and 3) are filled by most seafood, but values of 4) and 5) are not necessary. Internet made consumers’ search costs lower and parcel services brought continence, but communication between sellers and consumers are most important. Echizen-town as a production area, is expected to get and maintain repeat consumers.
