2023 Volume 22 Issue 1 Pages 1-7
This study aims to propose methods for the sustainable business strategy of a mobile grocery store business, focusing on Kobe City, Japan as a case study. A questionnaire survey was conducted to grasp users’ awareness of the mobile grocery store and their shopping behavior with 200 users of each sales course, which were classified between those inhabiting commuter towns and rural/mountainous areas. The results revealed that users in rural/mountainous areas further used the mobile grocery store for creating communication than users in commuter towns. Moreover, even for sales courses in areas that are classified as having vulnerable shoppers by definition, the difficulty of shopping is relatively minor among users in commuter towns. Such courses suggest that the need for measures for vulnerable shoppers might be low. This study argued that the sustainable operation of the mobile grocery store business requires cooperation not only from mobile vendors, but also from local governments and users themselves.
