EUREPGAP認証黄色リンゴのEU輸出拡大戦略-Messe Berlin FRUIT LOGISTICA 2007におけるアンケート調査から-

概要

論文の詳細を見る
Focusing on the potential for export expansion of domestic yellow apples, this paper analyzes consumer preference patterns for apples in the EU. Data from a taste test survey at Messe Berlin FRUIT LOGISTICA 2007 are used and the main results are summarized as follows:<BR>First, 80 percent of the respondents answered that they usually eat apples with the skin on and preferred apples with low sugar content. In addition, examining consumer preferences for apples by attributes the following statistically significant results were obtained: 1. males and post-graduates prefer eating apples with the skin on; 2. respondents under 39 years old liked apples with low sugar content; and 3. post-graduates preferred red colored apples.<BR>Next, we considered evaluations for different varieties of Japanese yellow apples. Our findings suggest that the EU consumer has a tendency to make much of “the amount of nectar” and regards SHINANO GOLD and OHRIN highly. However, these two varieties also have some shortcomings. The size of SHINANO GOLD may not be appropriate for sales in the EU. For OHRIN it is necessary to improve texture, considering seasons and preservation technologies.<BR>Applying a logit model to survey data we analyzed correlation factors for willingness to buy domestic yellow apples. The results show that women and post-graduates express a strong willingness to buy yellow apples. Moreover, about 70-80 percent of all respondents do not want to pay a price premium for high quality varieties.<BR>Finally, on the question of whether the price gap between OHRIN and other new varieties is reasonable, many respondents gave a negative answer. Even the varieties which performed well in taste tests are not likely to be consistent with price evaluations. We conclude that a thorough price survey will be required if one would like to export domestic yellow apples to the EU.

EUREPGAP認証黄色リンゴのEU輸出拡大戦略-Messe Berlin FRUIT LOGISTICA 2007におけるアンケート調査から-

スポンサーリンク

概要

著者

関連論文

スポンサーリンク