Rice Prices and Rice-Purchasing Behaviors of Japanese Consumers

摘要

This paper analyzed rice-purchasing behaviors through a questionnaire survey of 461 consumers in Japan. Two main analyses were undertaken. First, factors affecting consumers' decision-making in selecting the most preferable rice from various price ranges were examined using a multiple regression model. Second, consumer purchasing behaviors when rice prices change were classified into some types, and factors affecting them were examined using the method of quantification type II. The results obtained from the analyses are as follows. First, consumers' selection of rice was affected not only by the economic factors which influenced the consumption expenses per capita such as household gross income and family size but also by the occupations of purchaser and the points of interest when purchasing rice. Second, consumer purchasing behaviors with rice price changes could be classified into four types : Type 1 (would neither change the quantity nor the brand of rice) ; Type 2 (would not change the quantity but the brand of rice) ; Type 3 (would change the quantity but not the brand of rice) ; and Type 4 (would change the quantity and the brand of rice). According to the questionnaire survey, Type 1 constituted 10.4% of the total ; Type 2, 52.3% ; Type 3, 8.7% ; and Type 4, 28.6%. Third, the quantity of purchased rice would barely increase even if rice prices would fall dramatically. Fourth, household gross income, family size, points of interest when purchasing rice, occupation, age, and residence area were the causes of different purchasing behaviors of Type 1-Type 4.