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Volume 45, Issue 4
Displaying 1-6 of 6 articles from this issue
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Research Articles
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Toshiyuki Kako2010 Volume 45 Issue 4 Pages 319-320
Published: 2010
Released on J-STAGE: April 06, 2012
JOURNAL FREE ACCESSDownload PDF (210K) -
Kijyoro Kishimoto2010 Volume 45 Issue 4 Pages 321-323
Published: 2010
Released on J-STAGE: April 06, 2012
JOURNAL FREE ACCESSDownload PDF (291K) -
Osamu Saito2010 Volume 45 Issue 4 Pages 324-335
Published: 2010
Released on J-STAGE: April 06, 2012
JOURNAL FREE ACCESSBuilding the reputation of a local brand requires innovative agricultural marketing strategies in which product development, distribution channels, and communication with customers are challenges to be addressed. Especially, the construction of a brand hierarchy contributes to elevating the level of all of its layers and achieves an advantageous price scheme for the producing district. Furthermore, cooperation with food-product companies surrounding the production district by supplying the said agricultural produce as an ingredient of processed foods provides a way not only for agricultural produce to be consumed fresh, which is ranked in the upper layers of the hierarchy, but also for agricultural produce to be processed, ranked in the bottom layer, to be branded. The branding of processed foods results in a hike in the ingredient price, expansion of distribution channels, and progression of product development by utilizing managerial resources of the related food businesses around the producing district. Thus, the formation of a brand gives rise to improvement of the quality control level, acceleration of technical innovation, development of distribution channels, as well as encouragement of the new entry of related food businesses into the producing district, which lead to the enhancement of the local image and competitiveness, and eventually paves the way for the vitalization of the producing district.
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Masahiro Shimizu2010 Volume 45 Issue 4 Pages 336-342
Published: 2010
Released on J-STAGE: April 06, 2012
JOURNAL FREE ACCESSUnder the theme of fostering regional brands in the retailing world, this article examines the case of the Osakamon brand vegetables sold at supermarkets in Japan. The Izumiya Group has a network of more than 100 stores, of which more than 50 are supermarkets mainly in Osaka. Its business policy is community-based retailing, and it seeks to achieve a merchandise mix and selling method that is just right for the regional characteristics and lifestyle of customers living there. In this effort, it has begun to sell Osakamon brand vegetables.
This article defines the characteristics of the purchasers by analyzing the sales data of the Osakamon brand, and examines the merits and demerits for the retailers handling such local vegetables. Also, it considers the challenges for retailers found in the examination, and shows the role of farm producers and government.
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Michiyo Aotani2010 Volume 45 Issue 4 Pages 343-352
Published: 2010
Released on J-STAGE: April 06, 2012
JOURNAL FREE ACCESSThis study deals with consumer behavior with regard to a Local Brand. There are three roles in creating a brand: (1) the brand effect makes its product distinct from others; (2) it has an identification effect; and (3) it offers a new choice to consumers. This study pays attention to the third. The reason is, the suggestion of a new choice gives consumers a chance to choose a new lifestyle.
In the present case, I take up the Kyoyasai, ‘Kyoto vegetables’ brand. The kyouyasai is a brand which local people know well. In addition to local people, The kyoyasai brand attracts the consumers in other areas. There are many restaurants and consumers who order the vegetables from Kyoto expressly. It is a very popular brand.
Consumer experience can take a variety ofimpressions, ranging from mild to strong emotions to the kyoyasai brand.
To be successful at the local brand marketing, the brand should not be traditional local marketing needs to understand attaching affect to the brand.
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Hu Bai2010 Volume 45 Issue 4 Pages 353-367
Published: 2010
Released on J-STAGE: April 06, 2012
JOURNAL FREE ACCESSThis paper is aimed both to examine the effects of developing regional-specific label agricultural (RSLA) products in the development of regional agriculture, and to identify the possibility and conditions to vitalize the disadvantageous areas for RSLA products, in order to determine the effective policy measures for structuring an affluent rural society and sustainable livelihood for rural residents.
The main findings can be summarized as follows. 1) Efforts aimed to increase RSLA products have brought innovative effects in agricultural development and vitalizing regional economy in about 20% of the Japanese rural areas. This also implies that the measures rather than RSLA product strategy are necessary for the remaining about 80% of the areas. 2) Case studies from three citrus areas suggest that the improvement in production conditions and farmers’ incomes is becoming the critical factor of vitalizing rural and regional economy. 3) An analysis of project composition from 1,795 municipalities indicates that a lot of measures aimed to vitalize regional economy and rural society, rather than RSLA product strategy, have been planned or being practiced. These measures should be used effectively and selected carefully according to local conditions.
Based on these results, this paper suggests four measures for vitalizing rural society and regional economy. These are: 1) to promote the improvement in production conditions, 2) to increase farmers’ incomes by improving the performance of local agricultural cooperatives, 3) to introduce farm income improvement policy, and 4) to promote the settlement in handicapped areas by subsidizing residents and improving the rural landscape.
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