We introduced CS (customer satisfaction) analysis into farmers markets. CS investigation showed that needs of a customers and purposes of coming to the store depended on characteristic of farmers markets. Line-up and quality of foods are considered important in the farmers markets held on holidays. Quality of vegetables is made much of in the farmers market held weekdays. Prices and displays of merchandise are considered important in the morning markets. Farmers The farmers markets with restaurant must be kept clean. However, refinements are up to characteristic of farmer's market and its customers' needs. There are several refinements universal to some extent, and they are Line-up of foods and prices and displays in the morning markets.

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The aim of this research is to examine how the deepening of the relationship between Japanese farmers' markets and actors in the areas outside their business area will change the retail format of the direct sales. First, case studies in Aomori prefecture showed that the collection and sales outside the area are limited in amount and did not lead to large profits. However, a certain effect was seen in attracting customers, and it became clear that it indirectly contributed to maintenan farmer's market business itself. Second, regarding “de-localization” in procurement of products, purchasing from outside of their business area is carried out through intermediate organizations. On the sales side, selling outside the region could be strengthening sales not only in retailing but also by entering wholesale. Third, while the basic characteristic as a producer organization and the fundamental retail format of farmers' markets will be maintained despite “de-localization, ” entry from retail to wholesale at the farmers' market level may undermine locality and encourage its conversion to an independent commercial capital. The “de-localization” we could identify in the case studies were basically limited to either the collection or sales side. Besides, there was no significant expansion in terms of organizational or financial structure of each farmers' market to enhance their business in “de-localization. ” Their business behavior as related to that outside of their business regions would be to strategically maintain their function as a farmers' market that fundamentally includes the constraints of localized business.

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This study investigated peoples’ attitudes towards health and diet by specifically targeting patrons of farmers’ markets. Four groups were identified. The largest group prioritized ease of preparation of dishes as well as shorter preparation times. This group differs from the consumer base that market proprietors previously envisioned. To appeal to this group and simultaneously increase the consumption of produce, information about their unfulfilled needs was collected. Next, three-/four-step recipes were designed for dishes that could be prepared by two individuals within 10–15 minutes each. We believe the design of these recipes and the concept underlying these designs are both highly valuable and practical.

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1990年代半ばから野菜の輸入が急増し，輸入野菜の農薬問題が顕在化して，安全性を求める消費者の声が高まった．これに対応するように，地産地消型の

の開設が活発となった．本稿は，地方都市近郊に開設されたが設立された背景や活動状況を追いながら，の地域農業持続に果たす役割について考察した．調査地域では，養蚕が盛んに行われていたが，1980年代末の繭価の下落を契機として養蚕を終了し，野菜栽培に転換した．その結果，畑地面積が増加して地域農業は維持されたものの，後継者の育成は困難を極めている．地域農業の存続のためには，就農を希望している人々に農業技術と販売方法を伝えていくことが重要となっている．

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の空間的競争状態を定量的に明らかにするため，直売所の運営に関する理論モデルを検討し，以下の分析を行った．①空間計量経済学の観点から，立地の集中傾向とその規定要因・競争の範囲の明示，②産業組織論の観点から，競争の程度・その地域差の所在の顕示，地理情報システムによるそれらの可視化，③競争が直売所に与える影響の定量的評価の3点である．分析対象は千葉県全域の直売所である．計測結果から，現状では12kmの範囲で集中しているが，この範囲における競争は互いの販売額に影響を与えていない．現時点において，先行研究で危惧されるような過度の競争は認められず，外部経済効果に導かれて集積していることが示唆された．

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This paper investigates the possibility of farmers' market (FM) as a step for activating mutual association between urban and rural societies. Many farmers and consumers are gathering at FM, and they are exchanging not only farm products but also information about products or communities. In addition, FM has a flexible system on organization and marketing. It enables diversified farmers to participate in FM activity easily. Those characteristics of FM could contribute to boost mutual and continuous exchanges among people and to promote their self-organizing processes. Therefore, FM activity has a potential for developing fruitful urban-rural association.

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本研究では、千葉大学ー「みらくる」において、実際の店舗のリノベーション・デザインを行った。はじめにフィールドワークを通し、聞き取り調査や観察調査を行った。調査結果に基づき、に求められるデザイン要素を明らかにし、「みらくる」のブランドアイデンティティを決定した。 その後、情報デザイン、グラフィックデザイン、空間デザインの３つのデザイン領域から総合的にリノベーション・デザインを提案した。 実在する店舗デザインを行うことによって、が求められる役割、それに対するデザインアプローチの一端を明らかにした。

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This paper aims at measuring the shipment behavior of farmers' market vendors and comparing the interchange experience to customers with the performance of vendors' shipment. The number of annual shipping items, total annual days of shipment, and annual sales of each vendor distributes vary widely, which indicates the diversity of member vendors' shipping behaviors. Vendors who have an experience of conversation to customers have achieved better performance of shipment to the farmers' market compared to vendors who have no conversation experience. Conversation-experienced vendors also has conducted more various activities which contribute to improve their shipment performance.

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