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

Authors: Soyeon Shim; Kenneth Gehrt; Sherry Lotz

Source: International Journal of Retail & Distribution Management, Volume 29, Number 6, 2001 , pp. 298-314(17)

Publisher: Emerald Group Publishing Limited

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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.

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

Document Type: Research article

Publication date: 2001-05-23