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


  • Kenneth C. Gehrt

    (College of Agriculture)

  • Soyeon Shim

    (College of Agriculture)


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. © 1998 John Wiley & Sons, Inc.

Suggested Citation

  • Kenneth C. Gehrt & Soyeon Shim, 1998. "The role of fruit in the Japanese gift market: Situationally defined markets," Agribusiness, John Wiley & Sons, Ltd., vol. 14(5), pages 389-402.
  • Handle: RePEc:wly:agribz:v:14:y:1998:i:5:p:389-402
    DOI: 10.1002/(SICI)1520-6297(199809/10)14:5<389::AID-AGR5>3.0.CO;2-O

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    References listed on IDEAS

    1. Paul Riethmuller, 1994. "Where do Japanese consumers buy their food?," Agribusiness, John Wiley & Sons, Ltd., vol. 10(2), pages 131-143.
    2. Jonq-Ying Lee, 1994. "Fresh fruit consumption in Japan," Agribusiness, John Wiley & Sons, Ltd., vol. 10(6), pages 513-520.
    3. Vicki A. McCracken & Kenneth L. Casavant & David C. Miller, 1989. "Export demand for high-value products-A case study of sweet cherries in Japan," Agribusiness, John Wiley & Sons, Ltd., vol. 5(1), pages 1-8.
    4. Jonq-Ying Lee & James L. Seale & Pattana A. Jierwiriyapant, 1990. "Do trade agreements help US exports? A study of the Japanese citrus industry," Agribusiness, John Wiley & Sons, Ltd., vol. 6(5), pages 505-514.
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