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Please use this identifier to cite or link to this item: http://hdl.handle.net/20.500.12001/10402

Title :Market Analysis of Japanese Functional Food in the UK: Case Study of Okinawan Moromi Vinegar
Authors :Toyokawa, Sayaka
Authors alternative :豊川, 明佳
Authors affiliation :法経学部講師
Issue Date :21-Dec-2012
Publisher :沖縄大学法経学部
Type Local :紀要論文
Type (NII) :Departmental Bulletin Paper
ISSN :1346-3128
Abstract :The objective of this paper is to identify and determine potential customers and establish the profile of UK “health food consumers” through their purchasing behaviour, attitudes and motives for functional foods in general and Moromi Vinegar in particular. Moromi Vinegar comes from the island of Okinawa and it has lived up to its own publicity in Japan. Moromi Vinegar is a famous as an over-the-counter supplement to relieve many hyper lipid symptoms. Whereas the overall food market is relatively stagnant the UK's functional foods and drinks market in contrast, seems have a long-term opportunity for steady growth. Consumer awareness of functional foods is increasingly high in the UK and demand has been strong for a long time. (Toyokawa, 2012) This paper reviewed secondary data through the descriptive method as well as primary data; qualitative data collected through questionnaires and interviews of the target population. At the end, this paper suggests a framework that can help rationalize and make more effective the international market strategy process for the Moromi Vinegar company.
Rights :沖縄大学法経学部
URI :http://hdl.handle.net/20.500.12001/10402
Citation :沖縄大学法経学部紀要 = Okinawa University JOURNAL OF LAW & ECONOMICS no.18 p.11 -45
Appears in Collections:Okinawa University journal of law & economics

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