Export implications for the Japanese fruit market: Fruit-specific lifestyle segments

Soyeon Shim, Kenneth Gehrt, Sherry Lotz

Research output: Contribution to journalArticlepeer-review

21 Scopus citations


Examines the Japanese fruit market, which, as a result of production and distribution factors, represents a viable target for fruit exporters around the world. The study provides guidance for fruit exporters by identifying three fruit-specific segments based on fruit-specific lifestyle factors. The process of identifying the lifestyle factors relies on a cross-culturally validated theoretical framework developed within the context of food consumption. Cluster analysis is used to identify the segments: creative/highly involved; practical/moderately involved, and aesthetic/uninvolved. These three segments of the everyday fruit consumption market are characterized in terms of fruit shopping, fruit consumption, and socioeconomic factors. The creative/highly involved segment, older and more traditional, represents today's heavy-consumer of fruit in Japan, followed closely by the practical/moderately involved segment. Although the aesthetic/uninvolved segment is composed of relatively light consumers, its demographics suggest that exporters need to develop this segment in order to succeed in this market.

Original languageEnglish (US)
Pages (from-to)298-314
Number of pages17
JournalInternational Journal of Retail & Distribution Management
Issue number6
StatePublished - Jun 1 2001


  • Export
  • Fruit
  • Japan
  • Lifestyle
  • Marketing
  • Retailing

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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