A Study on the Consumer Awareness and Behavior of Rice Purchasing in Singapore as an Export Market of Japanese Rice

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  • Liu Ran
    Laboratory of Food Marketing, Department of Agriculture and Resource Economics, Graduate School of Bioresource and Bioenvironmental Sciences, Kyushu University
  • Moritaka Masahiro
    Laboratory of Food Marketing, Division of Agriculture and Resource Economics, Department of Agriculture and Resource Economics, Faculty of Agriculture, Kyushu University
  • Kim Jong-hwa
    Chungnam Development Research Institute
  • Wang Cong
    Laboratory of Food Marketing, Department of Agriculture and Resource Economics, Graduate School of Bioresource and Bioenvironmental Sciences, Kyushu University
  • Fukuda Susumu
    Laboratory of Food Marketing, Division of Agriculture and Resource Economics, Department of Agriculture and Resource Economics, Faculty of Agriculture, Kyushu University

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Other Title
  • 日本産米の輸出市場としてのシンガポール消費者の米購買の意識・行動に関する一考察
  • ニホン サンマイ ノ ユシュツ シジョウ ト シテ ノ シンガポール ショウヒシャ ノ ベイ コウバイ ノ イシキ ・ コウドウ ニ カンスル イチ コウサツ

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Abstract

In recent years, the domestic market of Japanese Rice is in areduction tendency, while its export is expanding year by year. The government of Japan is putting its back into the rice export to increase the share of the market abroad. Therefore the optimum marketing strategy based on the condition of each rice export destination country is extremely expected. Singapore, as one of these destination countries, is commonly accepted, but so far how and where should we detect its significance as a rice import country especially in Asia has not been expounded clearly yet. And through reading the documentary records before, it is found that the circumstances of consumer behavior of rice purchasing in Singapore has either not been clarified according to a real marketing research. Consequently, in this paper, these two tasks are going to be made clear.

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