The quantitative and empirical analyses concerning the strategy for promoting the export of fresh fruits and processed fruits in Japan

本研究对日本鲜果和加工水果在国外销售方式的拓展进行了定量和实证分析。因此，澄清了以下内容。第1章通过概率分析，考察了在栃木县生产的竹梨和土chioome草莓应针对哪些采购阶层。首先，人们对日本梨和苹果的认知度普遍较低。因此，应鼓励一项促进战略，以提高Nikkori和tochioome的知名度，例如，为其出口产品制作特别包装。其次，关于tochioome，它在香港的大小和在曼谷的香味都得到了高度评价。tochiotoome受到女性的高度评价，而Nikkori则受到中年群体的高度评价。最后，在价格方面，Nikkori梨在香港的价格是中国梨的4倍，Tochiotome草莓在曼谷的价格是国产草莓的7倍。然而，近80%的受访者表示，如果日光在香港的价格相同甚至稍微贵一点，他们仍然愿意购买。在香港，近70%的人对tochioome给出了类似的肯定答案。与此同时，在曼谷，近80%的受访者不会按照建议价格购买Nikkori和tochioome。综上所述，本文从概率分析的角度建议tochioome要想成功出口到香港，应该针对对品味有优先评价的中年和女性群体，并制定如何吸引这些群体购买的策略。第二章讨论了在ISETAN Scotts商店中，Totigi生产的Kyoho葡萄出口的趋势和消费者意识。在这家店，日本葡萄的价值很高，但在枥木生产的Kyoho葡萄的价格要求降低。在这个案例中，比如这家日本顾客很多的商店，但是，昂贵的日本葡萄和便宜的澳大利亚葡萄是分开的。虽然新加坡人的口味和对安全的坚持与日本人不同，但新加坡人非常重视日本葡萄。因此，通过销售无籽葡萄和提高新鲜度（通过避免脱落和茎枯萎病）来关注目标消费者的营销活动将是必不可少的，而不是快速改变价格。扩大枥木葡萄销售的关键是如何增加非日本的回头客。店里日本顾客比较多，但反复购买枥木葡萄的顾客以日本人为主，大多数新加坡人都认不出来。今后，有必要销售新加坡人喜欢的葡萄，注重甜度、低价和新鲜度。第三章以增加青森混浊苹果汁的出口为目标，结合国外消费者的口味，分析人口消费者对青森混浊苹果汁评价的因素。首先，国外消费者不一定对养殖和国产产品有承诺，但70%的受访者对无添加剂的评价很高，50%的受访者对青森混浊苹果汁的评价很高。人口消费者品尝的结果是，高收入国家的人更喜欢国产产品，年轻人更喜欢单一品种。但是，单一品种和混浊果汁并不适用于高收入国家以外的人群。此外，富士在品种中获得了最高的评价，并得到了高收入国家以外的年轻人的评价。同时，Shinanogold由老年人评价，Mutsu由知识渊博的食品购买者评价。此外，由于综合评价和单项评价项目之间的关系，最受赞赏的是颜色，其次是甜度和风味。然而，在调查青森混浊苹果汁的购买意向时，不到30%的受访者表示不愿意购买，60%的受访者表示有购买意向，但并不觉得价格有溢价。同时，只有不到30%的受访者认为富士等与shinangold等的价格差异是合理的，40%的受访者认为尽管shinangold等的价格差异很高，但两个品种之间的价格差异甚至不合理。由于购买意愿与个人属性的关系，高年龄人群和亚裔人群在大学毕业生中感受到的价格溢价不够，尤其是大学毕业生和亚裔人群更倾向于价格溢价。因此建议在出口到亚洲国家时选择合适的销售渠道，并进行充分的价格调查。第四章论述了草莓出口香港及消费者的意识。根据香港一田雅田超市的调查问卷，大约80%的受访者以前买过日本草莓。他们对日本草莓的评价比其他国家的要高。问卷调查结果还显示，未购买过日本草莓的受访者对草莓的评价比购买过草莓的受访者更积极。因此，本文建议应给予前者更多的机会购买日本草莓。在问卷调查前，香港人对日本草莓的印象是块头比较大。然而，问卷调查的结果显示，他们并不一定喜欢较大的草莓。因此，中小型草莓也应考虑从日本出口到香港。此外，从市田雅田的问卷来看，家庭规模相对较小的受访者更看重草莓的新鲜度。年龄较大的受访者倾向于重视草莓的安全性。高收入的受访者倾向于重视安全以及有机产品。换句话说，中高收入的受访者是日本草莓的主要买家，他们对产品的安全性和信任度要求很高。这将是向香港出口龙舌兰不可缺少的改进点。整体而言，香港应该有一个长期的出口计划，以满足富裕阶层的需求，并将日本草莓与香港的其他外国产品区分开来。第五章对青森苹果的消费者购买行为进行分析，考察青森苹果对赫尔辛基的出口潜力。主要发现如下：第一，斯堪的纳维亚国家人均苹果消费量大，收入水平或购买力高，可以成为青森苹果的公平消费者。然而，为了将产品出口到芬兰赫尔辛基，我们的详细价格分析表明，青森苹果生产商应该努力将赫尔辛基的零售价格降低到日本国内销售的苹果价格水平。其次，与意大利和中国苹果相比，赫尔辛基的消费者对日本苹果的评价较高，而有机苹果也更受欢迎。第三，对于苹果的大小，在样本消费者中观察到异质性偏好。相对富裕的消费者通常更喜欢大尺寸的苹果，直径在75mm以上，而一般人或学生则会选择小尺寸的苹果。研究结果表明，在青森苹果出口时，应考虑到大小偏好的差异，建立销售渠道。少

This study analyzes the expansion of the way to sell Japanese fresh fruits and processed fruits in foreign countries quantitatively and empirically. As a result, the following was clarified.Chapter 1 examined which purchasing classes should be targeted for Nokkori pear and Tochiotome strawberry produced in Tochigi Prefecture, by a probit analysis.First, there was a low level of recognition towards Japanese pears and apples in general. Therefore, a promotion strategy to enhance the recognition of Nikkori and Tochiotome should be encouraged, for example, by creating special packages for their exports.Second, Regarding Tochiotome, its size in Hong Kong, and its fragrance in Bangkok, was highly evaluated. Tochiotome was highly evaluated by women, whereas Nikkori by middle-aged group.Finally, in terms of prices, Nikkori pear was four times more expensive than Chinese pears in Hong Kong, and Tochiotome strawberry was seven times more expensive than domestic strawberries in Bangkok. However, … More nearly 80% of the respondents said they would still be willing to buy Nikkori if its price was same or even a little more expensive in Hong Kong. Nearly 70% gave the similar positive answer for Tochiotome in Hong Kong. Meanwhile, in Bangkok, almost 80% of the respondents would not buy Nikkori and Tochiotome by the suggested prices.On the whole, this paper suggests from the probit analysis that the successful export of Tochiotome to Hong Kong should be targeted to middle-aged and women groups who have a priority evaluation of taste, and should set up the strategy on how such groups are attracted to buy them.Chapter 2 discusses trends and consumers' awareness of the export of Kyoho grape produced in Totigi in the ISETAN Scotts store. In this shop, Japanese grapes are valued highly, but the price of Kyoho grape produced in Tochigi is required to be lowered. In the case, such as this shop where there are many Japanese customers, however, expensive Japanese grape was segregated from cheap Australian grape.Although Singaporean taste and adherence to safety are different from Japanese, Singaporean value Japanese grape highly. Thus, marketing activity, which focuses on targeted consumers by selling seedless grapes and improving freshness (by avoiding shedding and stem blight), would be essential, rather than quick changes in prices.The key to expansion of sales of Tochigi grape is how to increase non-Japanese repeaters. In the shop, there are relatively many Japanese customers, but customers who purchase Tochigi grape repeatedly are mainly Japanese and most Singaporean do not recognize it. Hereafter, it would be necessary to sell grapes which Singaporean people prefer by paying attention to sweetness, low price, and freshness.Chapter 3 aims to increase exports of Aomori cloudy apple juices and considers the tastes of foreign consumers, analyzing the factors of demographic consumers' assessment on the juices.First, foreign consumers are not necessarily committed to breeding and domestic products, but the additive-free were highly evaluated by 70% of respondents, and Aomori cloudy apple juices ware evaluated by 50% of respondents.As a result of demographic consumer tasting, domestic products was preferred to people in high-income countries, and single variety was preferred to young people. But, single variety and cloudy juices were not committed to people other than high-income countries.Also, Fuji won the highest rating among varieties, and was evaluated by young people other than those from high-income countries. Meanwhile, Shinanogold was evaluated by elder persons and Mutsu was evaluated by knowledgeable buyers of foods.Moreover, as a result of the relationship between comprehensive assessment and individual assessment items, a color is most appreciated, then sweetness, and flavor were also evaluated.However, investigating the intention of purchasing Aomori cloudy apple juices, less than 30% of respondents was not willing to purchase them and 60% of respondents with the purchase had the intention to buy, but didn' t feel premium in price. Meanwhile, only less than 30% of respondents thought that the price difference of between Fuji etc. and Shinanogold etc. is reasonable and 40% of respondents thought that the price difference among 2 varieties was not even reasonable despite Shinanogold' s high rate.As a result of the relationship between purchase intention and personal attributes, the price premium is not felt enough by high-aged and Asian people in college graduates, in particular college graduates and Asian people had more tendency. Therefore it is recommended to select the appropriate sales channels and conduct adequate price survey in exporting to Asian countries.Chapter 4 dealt with the export of Tochiotome strawberries to Hong Kong and consumers' consciousness. According to the questionnaires in Ichida-Yata, a supermarket in Hong Kong, about 80 percent of the respondents have bought Japanese strawberries before. They provided more positive evaluations to Japanese strawberries than those produced by other countries. The result of the questionnaires also indicated that the respondents who has not bought Japanese strawberries before tended to give more positive evaluations to the strawberries than those who has bought them before. Therefore, this paper suggests that the former group should be given more opportunities to buy Japanese strawberries. Before the questionnaires, the people in Hong Kong had an image that Japanese strawberries are relatively large in size. However, the result of the questionnaires showed that they do not necessarily prefer larger strawberries. Therefore, the small and middle-sized strawberries should also be considered to be exported to Hong Kong from Japan.Furthermore, according to the questionnaires in Ichida-Yata, the respondents with relatively small households tended to value freshness of strawberries. Older respondents tended to value the safety of strawberries. Respondents with high incomes tended to value safety as well as organic products. In other words, the respondents with middle- and high incomes, who are the main buyers of Japanese strawberries, require safety and trust in the products. This will be an indispensable point to be improved in exporting Tochiotome to Hong Kong. On the whole, a long-term exporting scheme should be expected in order to meet the demand of a wealthy group and to distinguish Japanese strawberries from other foreign products in Hong Kong.Chapter 5 analyzed the consumers' purchasing behavior of Aomori apple to examine its export potential to Helsinki. Main findings are as follows: First, the amount of apple consumption per capita is large in Scandinavian countries and their income level or purchasing power is high so that they can be fair consumers for Aomori apples. To export their products to Helsinki, Finland, however, our detail price analysis shows that Aomori apple producers should make efforts to reduce the retail prices in Helsinki to the levels of apple prices domestically distributed in Japan. Next, the consumers in Helsinki highly evaluated Japanese apple as compared with Italian and Chinese apples, while organic apples is preferred as well. Third, as to the size of apples, heterogeneous preferences are observed among the sample consumers. Large size, a diameter of 75mm and above, applies are typically preferred by the relatively rich consumers while general people or students will choose small size apples. The findings show that when exporting Aomori apples, sale channels should be established by taking the difference of size preference into account. Less