2022 Volume 62 Issue 3 Pages 71-81
In this study, we conducted a consumer evaluation of quality visualization as an example of “Toshijima Toro Sawara” branding. We classified the questionnaire respondents into several groups with similar choice behaviors through a latent class logit model is applied to the choice experiment. A group that evaluated brands with measurements of fat content was identified. This group consisted of a higher proportion of students and a lower proportion of middle aged and older people (student parents) than the other groups. The percentage of respondents who had eaten or known “Toshijima Toro Sawara” was low, but the percentage in this group accounted for greater than 40% of the total. Therefore, we suggest the effectiveness of quality visualization and the importance of targeting young people.
