The importation of apples into Japan was first allowed in 1971. However, the lack of certain diseases and insects in Japan resulted in the enforcement of phytosanitary regulations that effectively kept foreign apples out of the market until 1993. Recently, protocols have been established that now allow some imported apples from New Zealand and the U.S. However, since Japanese consumers are less familiar with some of the varieties that can now be imported, there was little demand for the imported varieties. Hence traditional demand analyses utilizing price, quantity and other economic variables may not provide an appropriate estimate of the likely market impact of imported apples.
The purpose of this analysis was to determine which apple characteristics could be used to explain the variation in prices observed in the Tokyo Wholesale Market. The results of this analysis can then be used to estimate appropriate price levels of imported apples in comparison with Japanese varieties. In this analysis, a hedonic approach is used to estimate a price-dependent demand model.
The analysis shows that wholesale prices for apples in Japan are very much associated with the brix, brix/acid balance and juice content. The extent to which the brix/acid balance was entered in the analysis indicates that apples that either tend to be tart (high acid, low sugar) or very sweet (high sugar, low acid) may not be acceptable to many Japanese consumers.
In the final analysis, the current prices and quality of apples imported from New Zealand and the U.S. do not make them competitive with Japanese apples. Thus it is necessary to improve the quality and lower the price of these foreign apples in order to gain popularity among Japanese consumers.
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