This paper proposes a new product development of yogurt project based on industry academia collaboration between Teikyo University and Tohoku Kyodo Milk Industry and discusses the possible economic impact of this project on the Tohoku region as well as the Tama area in Tokyo. We also introduce a preliminary survey to partially clarify the consumption patterns for yogurt among students at Teikyo University. The survey reveals that most of our respondents consume yogurt regularly. The stated reason for yogurt consumption is to enjoy yogurt as a dessert rather than as a health food. We also find that the most significant determinant factors for purchasing yogurt are taste, price, and quantity. Based on the data, respondents are willing to pay between 100 JPY and 145 JPY for yogurt. In response to these findings, we discuss some additional surveys that need to be conducted in the future.
Keywords: Innovation; consumer analysis; industry-academia collaboration.