This research empirically studies middle-income consumers' demand in Hong Kong for Japanese tomatoes shipped by sea. It aims to examine possibilities for Japanese tomatoes to be able to expand quantity demanded and compete with products from other countries when they are shipped by sea instead of air. It explores local dietary habits, recognisability, and evaluation for Japanese agricultural products using a survey conducted for middle-income consumers in Hong Kong, and predicts change in quantity demanded considering not only depreciation but also the possibility of quality degradation caused by maritime transport. As a result, it turned out that expansion in Japanese tomatoes' quantity demanded would be difficult even if the transportation cost decreased. Therefore, to complement the expansion of tomato exports, promotion that gives consumers an opportunity to try raw vegetables can be effective.
|Translated title of the contribution||Analysis of Consumers' Preferences towards Japanese Tomatoes Shipped by Sea: From a Tasting Survey of Middle-Income Consumers in Hong Kong|
|Number of pages||19|
|Publication status||Published - Feb 28 2020|