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The role of fruit in the Japanese gift market: Situationally defined markets

✍ Scribed by Kenneth C. Gehrt; Soyeon Shim

Publisher
John Wiley and Sons
Year
1998
Tongue
English
Weight
99 KB
Volume
14
Category
Article
ISSN
0742-4477

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✦ Synopsis

This research demonstrates the importance of situational influence on Japanese fruit consumption by delineating a situationally defined market structure for a broadly defined array of gifts including fruits. This is done by characterizing 18 gifts with respect to pertinent situational factors and clustering the gifts in terms of the similarily of their situational characterizations. Findings reveal four multiproduct gift segments (three involving fruit) including: Low Gravity, Practical, High Luxury, and Moderate Luxury. The questionnaire, developed on the basis of a focus group interview conducted in Tokyo, yielded 785 responses from housewives residing in seven metropolitan areas.

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