This paper deals with some of the important factors of sales depression in the farmers' direct marketing to consumers using the Internet. The farmers were limited to rice growers. As research methodology, we sent questionnaires by e-mail. In addition, we employed multivariate regression analysis using the data of the questionnaire survey to clarify the factors of dull sales.<br>From the existing research we expected that there would be two advantages and two problems of farmers' direct marketing using the Internet. The advantages are the decrease in search cost and the increase of communication between farmers and consumers. The problems are high risk with payment and little possibility that consumers will find the farmers' homepages. The results of our research support these views. However, the above problems alone are not the main causes of dull sales.<br>The main causes of dull sales were identified with the problems of marketing-mix. As clarified by our analysis on marketing-mix in the farmers' direct marketing using the Internet, the kind of promotion used by most farmers has weak points. There is not enough information about the products that the consumer needs, in spite of the high price of the product. That is, the causes of dull sales are the inappropriate selection of the elements of the marketing-mix, and the lack of consistency between those elements.