遠郊外住宅団地における買い物支援策に関する一考察

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タイトル別名
  • SHOPPING ENVIRONMENT PROBLEMS FOR GROCERY SHOPPERS IN A FAR SUBURBAN RESIDENTIAL AREA AND POSSIBLE COUNTERMEASURES
  • 遠郊外住宅団地における買い物支援策に関する一考察 : 埼玉県日高市こま武蔵台を対象とした食料品の購買行動・意識調査の解析から
  • エンコウガイ ジュウタク ダンチ ニ オケル カイモノ シエンサク ニ カンスル イチ コウサツ : サイタマケン ヒダカシコマムサシダイ オ タイショウ ト シタ ショクリョウヒン ノ コウバイ コウドウ ・ イシキ チョウサ ノ カイセキ カラ
  • Analysis of questionnaire survey data in Koma-Musashidai District in Hidaka City, Saitama Prefecture
  • 埼玉県日高市こま武蔵台を対象とした食料品の購買行動・意識調査の解析から

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<p> Recently, many suburban residents in Japan are facing problems when shopping for groceries. The two primary causes of these problems are store closure and an aging population. For example, when all stores in an area close, residents may be forced to travel further to other stores or remaining small stores might not be adequate for people’s grocery needs. Moreover, elderly residents of an area will not be able to use a car and their moving range become narrow and they will have difficulties with shopping groceries.In these areas, new stores seldom open, so creating shopping support services (e.g. a delivery or local chauffeur service operated by the residential association) is important to solve these problems. When a local government selects a suitable support service, it is indispensable to examine whether the service can alleviate people’s dissatisfaction with the difficulties in getting groceries.</p><p> This study aims to examine the desirable direction of shopping support services in Koma-Musashidai District in Hidaka City, Saitama, Japan, based on an analysis of customer store choice and store dissatisfaction. In this study, “desirable services” refers to services which can improve people’s grocery shopping experience . The researchers conducted a questionnaire survey on customer shopping behavior of people in November 2015. Respondents (N=611) were either householders or their spouses. First, we analyzed the relationship between people’s store choice and customer-based evaluations of the stores. From this, we summarized the problems people experience with grocery shopping.</p><p> Results showed that people’s store choice depended on their personal characteristics (e.g. age, family structure) and their mode of transport. Results also showed that people’s store evaluation could be classified into two factors: quality and accessibility. People who drove used higher quality stores located farther from the district. People who could neither use a car nor travel far easily tended to choose a smaller, nearer store (Store A) with lower perceived quality. Residents’ inconvenience when shopping was found to be related to low accessibility and poor store evaluations, especially regarding groceries sold.</p><p> Based on these findings, we analyzed the need for the existing delivery service and local chauffeur service. Results suggested that if a customer of Store A used a delivery service more than once a week, their inconvenience was ameliorated. Even the chauffeur service, though limited, could get rid of people’s dissatisfaction with Store A’s accessibility. In addition, if the moving ranges were extended and people could reach higher quality stores, it would help resolve the dissatisfaction with accessibility. Even if expanding the service area was difficult, the result of this analysis suggested that delivery service, strengthened cooperation with the current residential organization, and relatives living near respondents could play important roles in resolving people’s dissatisfaction. As the number of children in the district living with or near a respondent is increasing, this could alleviate dissatisfaction because the child could take the respondent to a higher quality store that is farther away.</p><p> Findings of this study are applicable to those on other similar suburban residential areas in Japan. To resolve the problems related to grocery shopping in these areas, it is important to pay attention not only to store distance but also to various other sources of dissatisfaction (e.g. quality of items, stock and availability, etc.). In addition, it is necessary to provide better shopping environments by not only opening new stores but also improving existing shopping support services.</p>

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