The Survey and Database of Foreign Consumer Preferences -A Case Study of Japanese Peach-

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  • 外国人嗜好性調査手順と嗜好性データベースの公開-輸出を目指す国産モモを活用した試行-


In Japan, food export is one of the most important missions for agricultural policy. To complete the mission, it is necessary to grasp the consumer preferences of the target country. Therefore, at first, we organized the process to analyze the preferences of foreign consumers. Then, we conducted a marketing survey to grasp the consumer preferences toward 6 different varieties of Japanese peaches, such as “Natsukko”, “Ichimiya hakutou”, “Kawanakazima hakutou”, “Sakura”, “Sachiakane”, “Kaikitou”. At last, we built a database of consumer preference of peaches and provided the research results to farmers and expert companies who desire to export Japanese fruit to foreign countries. The monitoring survey of consumer preferences was conducted in UK, Germany, France, USA, Singapore, Indonesia, Thailand, India and Japan. From the results, it was revealed that the preferences for taste and size of each variety of peach were different between countries and races. We built a database and export strategy based on this result. The database users can find consumer preferences of each country, toward 6 varieties of peaches. In the future, we plan to collect more data of other fruits and enlarge the database to boost the export of Japanese agricultural product.


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