The significance of direct sales utilizing multiple sales channels for fishing households : A case study of Tabuse Fisheries Improvement Group “Shinsen Tabuse”

There are various types of farmers' markets； depending on the type used, the markets have both advantages and disadvantages for fishing households. In reality, fishing households utilize multiple farmers’ markets as sales channels because utilizing multiple markets offers advantages for fishing households. However, previous research on direct sales using multiple different types of farmers' markets are limited. Taking the Tabuse Fisheries Improvement Group “Shinsen Tabuse” as a case and confirming the benefits and drawbacks of direct sales using multiple farmers’ markets as sales channels, we examined the significance of direct sales using multiple sales channels. The results revealed that there were both advantages and disadvantages for fishing households, depending on the characteristics of the farmers' markets that fishing households utilized. We also found that utilizing multiple sales channels in direct sales helped avoid the accumulation of product stock, and fishing households acquired more customers.