Factors That Influence Japanese Sake Purchasing Preferences

Understanding the market for locally and traditionally processed foods is important for revitalizing local economies. This study quantitatively examines sake preferences and the factors that influence sake consumption based on its relationship with alcoholic beverage consumption. We applied categorized factor analysis and regression models to data obtained from an online questionnaire survey and obtain the following results. First, the factors “information,” “raw material,” “brand name,” “place,” and “taste” explain consumer’s sake preferences. Second, “raw material,” “brand name,” and “place” are factors that positively affect the selection of sake among alcoholic beverages. Third, “raw material” has a positive impact on the frequency of sake consumption, indicating locally specific consumption based on local production. Fourth, “raw material,” “place,” and “taste” positively influence sake’s purchase price. These results suggest that it is important to incorporate these elements when considering adding value.