Exploring Market Potential of Malaysian Tropical Fruits in Japan: Assessment of Market Accessibility and Consumers’ Acceptance

Author(s):  Faridah Hj. Hassan, Rosidah Musa, Jamaliah Mohd Yusof and Jamaluddin Yahaya

Keywords: Export marketing, consumer behavior, tropical fruits, Malaysian fruits, Japanese consumers, Japanese market, mango, market accessibility.

DOI:
 

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Abstract: Although the world market for tropical fruits is growing, Malaysia’s share in the overall international fruit trade is relatively insignificant. It has been reported that the market demand for fresh tropical fruits in Japan is increasing, and hence, there are great prospects for the development of such fresh fruit market in Japan. Exporting fresh fruits to Japan is considered very challenging but presents an outstanding opportunity for enterprising exporters. Hence, it is timely for Malaysia to examine the export potential for its fresh tropical fruits to the Japanese market. This study explores the market potential for Malaysian fresh tropical fruits in Japan. Specifically, the study aims to provide insight into the legal regulations and administrative procedures of exporting fresh fruits to Japan, to examine the distribution system for imported fresh fruits, to assess the awareness level, attitude, taste preference, and acceptance of Malaysian fruits among Japanese consumers, and to ascertain the potential supply of Malaysian fruits to Japan. Research methodologies adopted comprise personal interviews, customer surveys, field visits, analysis of official documents and accessing relevant websites to gather current and pertinent information. The study reveals that mango has the highest potential among the tropical fruits to be marketed in Japan. Recommendations proposed to facilitate Malaysia’s entry into the fruit market in Japan include strategies related to production, logistics/supply chain management, regulations and product.

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Available: http://www.famaexchange.org (Accessed 10 July 2006)