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.

[1]  G. P. Stone,et al.  City Shoppers and Urban Identification: Observations on the Social Psychology of City Life , 1954, American Journal of Sociology.

[2]  Rolph E. Anderson,et al.  Multivariate Data Analysis with Readings , 1979 .

[3]  Jon M. Hawes,et al.  Retailing without stores: An examination of catalog shoppers , 1985 .

[4]  William R. Darden,et al.  Socialization effects of retail work experience on shopping orientations , 1987 .

[5]  Soyeon Shim,et al.  Consumer intention to utilize electronic shopping , 1990 .

[6]  Kenneth C. Gehrt,et al.  Serving the International Buyer: U.S. And Canadian Shopping Orientations in Store and Catalog Environments , 1990 .

[7]  Jeanne L. Hafstrom,et al.  Consumer Decision-Making Styles: Comparison Between United States and Korean Young Consumers , 1992 .

[8]  Kenneth C. Gehrt,et al.  A Factor-Analytic Examination of Catalog Shopping Orientations in France , 1992 .

[9]  Steven Lysonski,et al.  Cross-Cultural Generalizability of a Scale for Profiling Consumers' Decision-Making Styles , 1993 .

[10]  Soyeon Shim,et al.  A Typology of Apparel Shopping Orientation Segments Among Female Consumers , 1993 .

[11]  William J. McDonald.  Home shopping channel customer segments: A cross-cultural perspective , 1995 .

[12]  Soyeon Shim.  Hispanic and native American adolescents: An exploratory study of their approach to shopping , 1996 .

[13]  Klaus G. Grunert,et al.  Cross-Cultural Similarities and Differences in Shopping for Food , 1998 .

[14]  Kenneth C. Gehrt,et al.  The magnitude and nature of situational influence on Japanese snacking: The role of fruit , 1999 .