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Export implications for the Japanese fruit market: fruit-specific lifestyle segments

Export implications for the Japanese fruit market: fruit-specific lifestyle segments 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 within 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 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

Export implications for the Japanese fruit market: fruit-specific lifestyle segments

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References (16)

Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
0959-0552
DOI
10.1108/09590550110393983
Publisher site
See Article on Publisher Site

Abstract

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 within 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 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.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Jun 1, 2001

Keywords: Japan; Fruit; Retailing; Marketing; Export; Lifestyle

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