The Formation of a Retail Marketing System in Rural Communities through the Reports of the Magazine “Ie no Hikari”: Focusing on the Growth of Nokyo Supermarket

Abstract

This article addresses the spread of a retail marketing system in rural communities through the reports of the magazine “Ie no Hikari”, focusing on the growth of Nokyo supermarket which was managed by Japan Agricultural Cooperatives (JA). JAʼs purchasing business was expanded with the Lifestyle Improvement Movement in 1950ʼs. The merger of the unit agricultural cooperatives spurred to refurnish their purchasing stores into supermarkets in 1960ʼs. And A-Coop chain stores, which was directly managed by Central Union of Agricultural Cooperative, increased in 1970ʼs. The introduction of the same retailing system as cities accelerated the spread of consumer goods into the rural communities. As a result, the lifestyle was leveled by increase of the urbanization. This process means the formation of “hitonami” which we take as the standard of a general publicʼs view and behavior today.