米購入に関する消費者意識の解明-定型自由文の解析による-

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概要

• 論文の詳細を見る

• In order to understand consumer behavior, it is important to clarify not only the features thatconsumers value while purchasing rice but also the reasons underlying their preference.This paperclarifies the reasons why consumers value certain features in the rice they purchase, by employing aladdering approach. Further, in order to collect a large number of samples, respondents weresurveyed not via interviews but through mailed questionnaires. The collection of data was done byfixed free description wherein the respondents were free to write their responses, albeit inaccordance with a regulated format. Text mining was used to analyze the large amount of data thatwas collected.<BR>The following results were obtained. There were two reasons why rice produced in a prefecture was valued by its residents-safety concerns and extension of support to regional agriculture. The reason why the option of "the price is low" was chosen by respondents was because it increased their savings; this, in turn, allowed them to spend the money saved on other services that helped them enjoy life. There were three reasons why respondents valued the category of "it is delicious even when cold"-for saving time, for making box lunches, and for taste.<BR>In addition, the analysis of key words revealed that consumers who valued "rice produced in the prefecture" and "known producers" hoped to enjoy a sense of safety more than the consumers who valued "rice that had less pesticide." It was also suggested that these reasons differed depending on consumer attributes.

• 日本フードシステム学会の論文

著者

• 磯島 昭代

  東北農業研究センター

• 平尾 正之

  東京農業大学

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• テキストマイニングを用いた米に関する消費者アンケートの解析
• 磯島昭代著『農産物購買における消費者ニーズ─マーケティング・リサーチによる─』
• 米購入に関する消費者意識の解明-定型自由文の解析による-
• 日本の野生ブドウワインの製品ミックス戦略と価格設定
• 消費者の食に関する意識と農産物の購入状況-ライフスタイル セグメンテーションによる接近
• タイトル無し

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