Theoretical and Empirical Research on Consumption Behavior of Takeout Food

这项研究探讨了外卖食品的消费行为，即“中食”，尽管最近日本经济不景气，但其市场仍在增长。在第一年，我们对佩鲁贾的大学生进行了问卷调查，因为意大利是外卖食品最先进的国家之一。结果表明，这些学生不认为便利是最重要的因素，而日本学生则认为。这是因为近一半的学生从他们父母住的家里通勤。第二年，我们对两家主要汉堡零售商的消费者进行了对比调查：采取低价策略的全国最大公司麦当劳和吸引精选食品的莫斯汉堡。麦当劳的消费者偏好低价，主要由初高中学生和男性工人组成，而Moss的消费者主要由20多岁的细读女性组成。第三年，我们对外卖食品的需求增长潜力进行了挖掘，发现城市化和消费支出规模是决定外卖食品需求的主要工作因素。因此，我们认为，进一步扩大外卖食品市场是不可避免的。

This research explored consumption behavior of takeout food, so called nakasyoku, whose market is growing despite of the recent stagnant economy in Japan.In the first year, we conducted questionnaire survey on the college students in Perugia, because Italy is the one of the most advanced countries in takeout food. The result showed that these students did not consider the convenience as the most important factor the while Japanese students did. This was because nearly the half of these students commuted from their home where their parents lived.In the second year, we conducted a comparative survey on consumers of the two major hamburger retailers: the country's biggest company MacDonald's that took a low price strategy and Moss Burger that appealed selected food stuff. Consumers of MacDonald's preferred low price and were mainly constituted from middle high and high school students and male workers while consumers of Moss were mainly composed of perused women in 20s. .In the third year, we explored the potential of demand increase in the takeout food and found that urbanization and size of consumption expenditure were the major working factors to determine the demand of takeout food. Thus, We concluded that further expansion of takeout food market would be enevitable.