農産物直売所における消費者行動の実証的分析

The purpose of this paper is to investigate an establishment for direct sales and to gather information abut planning "a marketing strategy". The main research results were as follows. Firstly, the majority of visitors are repeater. They come to the establishment for direct sales once a week. The main store where they purchase vegetables and fruits is the nearest supermarket. Secondly, customer set a high valuation on vegetables and fruit that are sold at establishment for direct sale (price, taste, safety etc.). But the convenience(display, interior,advertisements etc.) is low compared with nearest supermarket. Thirdly, with the applied quantification method, we proved a relationship between the valuations of the establishment for direct sales and visitor members. The comprehensive assessment is affected by price, taste, and safety.