Progress 07/01/99 to 09/30/04
Outputs
This study examined the Japanese fruit market, which, as a result of production and distribution factors, represents a viable target for fruit exporters around the world. The study provides guidance for fruit exporters by identifying three fruit-specific segments based on fruit-specific lifestyle factors. The process of identifying the lifestyle factors relies on a cross-culturally validated theoratical framework developed within the context of food consumption. Cluter analysis is used to identify the segments: creative/highly involved; practical/moderately involved, and aesthetic/uninvolved. These three segments of the everyday fruit consumption market are characterized in terms of fruit shopping, fruipt consumption and socioeconomic factors. The crative/highly involved segment, older and more traditional, represents today's heavy-consumer of fruit in Japan, followed closely by the practical/moderately involved segment. Although the aesthetic/uninvolved segment is
composed of relatively light consumers, its demographics suggest that exporters need to develop this segment in order to succeed in this market.
Impacts
The results of this study make it possible for U.S. fruit exporters to identify differences among the three segments, to profile and understand the segments in terms of fruit shopping behavior, fruit consumption behavior, and socioeconomic descriptors, and to devise strategies to compete for this market and satisfy all of its needs in an effective and efficient manner.
Publications
- Shim, S. Gehrt, K., and Lotz. S. 2001. Explort implications for the Japanese fruit market: fruit-specific lifestyle segments. International Journal of Retail & Distribution Management. 29 (6): 300-316.
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Progress 01/01/03 to 12/31/03
Outputs
The study examined the Japanese fruit market, which, as a result of production and distribution factors, represents a viable target for fruit exporters around the world. The study provides guidance for fruit exporters by identifying three fruit-specific segments based on fruit-specific lifestyle factors. The target sample consisted of housewives from the Kanto area (Tokyo and surrounding areas) in Japan. The sample was limited to housewives because the overwhelming majority of shoppers in Japan, a very traditional culture, are female. A total of 304 usable questionnaires was included in the data analysis. Respondents represented a wide range of age categories: 35 years old or less (25%), 36-45 years old (24%), 46-55 years old (30%), and 56 and over (21%). Approximately 48% of the respondents held a high school degree or less formal education; 38% possessed a two-year college degree or vocational training, and 14% had secured a four-year college degree or higher. The
majority of the respondents were married (96%) and represented household sizes of four or less (90%). Approximately 42% were employed, and 58% were full-time housewives. The total household income range of the respondents was relatively wide: 5,000,000 Yen or less (18%), 5,000,000 - 7,999,999 Yen (35%), 8,000,000 to 10,999,999 Yen (30%), and 11,000,000 Yen or more (18%). The profile of respondents in terms of income and educational level was similar to the norm within the Japanese female population in the Kanto area. The process of identifying the lifestyle factors relied on a cross-culturally validated theoretical framework developed within the context of food consumption. Cluster analysis was used to identify the segments: 1) Creative/Highly Involved, 2) Practical/Moderately Involved, and 3) Aesthetic/Uninvolved. These three segments of the everyday fruit consumption market were characterized in terms of fruit shopping, fruit consumption, and socioeconomic factors. The
Creative/Highly Involved segment, older and more traditional, represented todays heavy-consumer of fruit in Japan, followed closely by the Practical/Moderately Involved segment. Although the Aesthetic/Uninvolved segment was composed of relatively light consumers, its demographics suggest that exporters need to develop this segment in order to succeed in this market.
Impacts
The results of this study make it possible for U.S. fruit exporters to identify differences among the three segments, to profile and understand the segments in terms of fruit shopping behavior, fruit consumption behavior, and socioeconomic descriptors, and to devise strategies to compete for this market and satisfy all of its needs in an effective and efficient manner.
Publications
- Shim, S., Gehrt, K., & Lotz, S. (2001). Export implications for the Japanese Fruit Market: Fruit-Specific Lifestyle Segments. The International Journal of Retail & Distribution Management. 29, 300-316.
- Lotz, S., Shim, S. & Gehrt, K. (2003). A value-attitude-behavior hierarchical model of Japanese fruit consumption in the context of gift-giving .Psychology & Marketing. 20(1), 59-86.
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Progress 01/01/02 to 12/31/02
Outputs
Examines the Japanese fruit market, which, as a result of production and distribution factors, represents a viable target for fruit exporters around the world. The study provides guidance for fruit exporters by identifying three fruit-specific segments based on fruit-specific lifestyle factors. The process of identifying the lifestyle factors relies on a cross-culturally validated theoretical framework developed with the context of food consumption. Cluster analysis is used to identify the segments: creative/highly involved; practical/moderately involved, and aesthetic/uninvolved. These three segments of the everyday fruit consumption market are characterized in terms of fruit shopping, fruit consumption, and socioeconomic factors. The creative/highly involved segment, older and more traditional, represents today's heavy-consumer of fruit in Japan, followed closely be the practical/moderately involved segment. Although the aesthetic/uninvolved segment is composed of
relatively light consumers, its demographics suggest that exporters need to develop this segment in order to succeed in this market.
Impacts
(N/A)
Publications
- Shim, S., Gehrt, K., Lotz, S. 2001. International Journal of Retail & Distribution Management. Vol.29, Number 6:300-316.
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Progress 01/01/01 to 12/31/01
Outputs
Data has been collected and analyzed. Manuscript preparation is under way. The findings show that, in Japan, there are currently three internet shopper types. These include Browsers, Price Shoppers, and Brand Searchers. The paper demographically profiles the three segments. The paper suggests that, although internet shopping in Japan is not as advanced as in the U.S., it has become quite sophisticated.
Impacts
(N/A)
Publications
- No publications reported this period
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Progress 01/01/00 to 12/31/00
Outputs
The Japanese version of the questionnaire has been developed and refined. Sampling plans have been finalized. The instrument will be administered in Japan in April of 2001.
Impacts
(N/A)
Publications
- No publications reported this period
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Progress 01/01/99 to 12/31/99
Outputs
Focus groups have been conducted to develop shopping orientation items for the questionnaire. A review of past literature has also been instrumental in developing the shopping orientation portion of the instrument as well as the demographic and value portions.
Impacts
(N/A)
Publications
- No publications reported this period
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