INDUSTRIAL APPROACH SUTDY ON CHANGING STRUCTURE OF FOOD INDUSTRY AND ITS MARKETING AND PRODUCERS RESPONSES

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Domestic research activitiesThe final tuning and the subject allotment among investigators had been confirmed at the begging stage since this year would be final year. Domestic field works were limited to a small scale and supplement lily.Oversee exchange and investigation activitiesSince we found a similar development process in food marketing system in South Korea, we conducted "Japan-South Korea joint symposium" in Seoul. Not only scientists but also many of business world people in Korea were participated. Through the communication in this symposium and field tour, we shared recognition about the importance and roles of market information concerning to merchandising and the introduction of logistics as a set for handling differentiated products in stable and efficient mass-marketing system.Major research results are as followsWe employed the industrial organization analysis method. Current food industry is being re-organized by the leadership of retailers such as supermarkets, convenient stores, and several types of the direct retail business of producers. Chained Restaurants are also playing principal roles in re-organizing the food supply chain.It was found that "the food safety" is viewed by consumers as one of the principal product qualities and indispensable commodity attributes. Therefore, the food safety should be regarded by producers and processors as one of important sources of value-adding. Our study contributed to the economic theory where food safety is focused.More direct quantitative analysis of consumer behavior concerning the attitudes of commodity purchases had done with using consumer monitoring data so-called "Home Scanning Data", which are recently became available.We continue further works for preparing publication as a book which is scheduled to be completed before the end on June 2002.