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1 An Evaluation of Exporting Nikkori Pear and Tochiotome Strawberry by Foreign Consumers as a result of survey in Hong Kong and Bangkok Tetsuya NAKAMURA Atsushi MARUYAMA Yuki YANO Abstract This paper examined which purchasing classes should be targeted for Nokkori pear and Tochiotome strawberry produced in Tochigi Prefecture, by a probit analysis. As a result, the following was clarified. First, there was a low level of recognition towards Japanese pears and apples in general. Therefore, a promotion strategy to enhance the recognition of Nikkori and Tochiotome should be encouraged, for example, by creating special packages for their exports. Second, Regarding Tochiotome, its size in Hong Kong, and its fragrance in 89

2 7 Bangkok, was highly evaluated. Tochiotome was highly evaluated by women, whereas Nikkori by middle-aged group. Finally, in terms of prices, Nikkori pear was four times more expensive than Chinese pears in Hong Kong, and Tochiotome strawberry was seven times more expensive than domestic strawberries in Bangkok. However, nearly 80% of the respondents said they would still be willing to buy Nikkori if its price was same or even a little more expensive in Hong Kong. Nearly 70% gave the similar positive answer for Tochiotome in Hong Kong. Meanwhile, in Bangkok, almost 80% of the respondents would not buy Nikkori and Tochiotome by the suggested prices. On the whole, this paper suggests from the probit analysis that the successful export of Tochiotome to Hong Kong should be targeted to middle-aged and women groups who have a priority evaluation of taste, and should set up the strategy on how such groups are attracted to buy them. Keywords: Tochigi prefecture, Tochiotome strawberry, Nikkori pear, agricultural export, probit analysis

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