UNIVERSIDAD DE ESPECIALIDADES ESPÍRITU SANTO FACULTAD DE ...

UNIVERSIDAD DE ESPECIALIDADES ESP?RITU SANTO

FACULTAD DE ECONOMIA Y CIENCIAS EMPRESARIALES

"MARKET STUDY AND CULTURAL ANALYSIS FOR THE COMMERCIALIZATION OF PAN DE YUCCA IN JAPAN"

Trabajo de Investigaci?n que se presenta como requisito previo a optar el grado de

Ingenier?a en Ciencias Empresariales, concentraci?n en Negocios Internacionales

Autor GABRIEL GUEVARA PINCAY

Tutor JAMES W. KEELEY, PhD

Samborond?n, Enero de 2014

Dedication

I dedicate my graduation project to my family and close friends. To my loving parents, Angel and Patricia, whose words of encouragement and support throughout my entire university life helped me to accomplish my goals. My older brothers Xavier and Aldo, whose lives serve as examples for me to follow. My grandmother Lady, who always showed a special support and care for me and my professional growth.

I also dedicate this project to my many friends who helped me throughout this process and the ones who always supported me and never left my side.

Acknowledgements

I wish to thank my thesis tutor, Professor Dr. James Keeley, without his guidance, motivation, and dedication this project would not have been finished.

It is very important to me to express my gratitude to all my Japanese friends whom I meet during my year of studies abroad in Kansai Gaidai University who were prompt to help me with this project. If it wasn't for them, the surveys could not have been completed.

Finally, I would like to acknowledge and thank as well all professors and faculty members of the International Careers Program, Economia y Ciencias Empresariales, and the Centro de Estudios Internacionales office for their encouragement and their knowledge throughout my university studies at UEES.

General Index

Introduction ...................................................................................................................................................................1

Chapter I: The Problem .................................................................................................................................................3

1.1 Background....................................................................................................................................................3

1.2 Description of the problem ...........................................................................................................................4

1.3 Research Objectives ......................................................................................................................................6

1.3.1 1.3.2 1.4

General Objective..........................................................................................................................................6 Specific Objectives.........................................................................................................................................6 Justification .................................................................................................................................................... 7

1.5 Scope of the Study .........................................................................................................................................7

Chapter II: Frame of References....................................................................................................................................9

2.1 Japan's Profile ...............................................................................................................................................9

2.1.1 2.1.2 2.1.3 2.1.4 2.1.5 2.1.6 2.1.7 2.1.8 2.1.9 2.1.10 2.2

Geography and population ...........................................................................................................................9 Government System ......................................................................................................................................9 Language ......................................................................................................................................................10 Currency ......................................................................................................................................................10 Market opportunities ..................................................................................................................................10 Infrastructure ..............................................................................................................................................11 Major exports and imports.........................................................................................................................12 Japan's 3 main import partners................................................................................................................13 Japan's balance of trade .............................................................................................................................15 Investment government support ................................................................................................................15 Culture .........................................................................................................................................................15

2.2.1 Elements of Culture ....................................................................................................................................16 2.2.2 Hofstede's National Cultural Dimensions .................................................................................................18 2.2.2.1 Power Distance (PDI)..................................................................................................................................18 2.2.2.2 Collectivism vs. individualism (IDV) .........................................................................................................18 2.2.2.3 Femininity vs. masculinity (MAS)..............................................................................................................19 2.2.2.4 Uncertainty avoidance (UAI) .....................................................................................................................19 2.2.2.5 Long-term orientation (LTO).....................................................................................................................20 2.2.2.6 Indulgence vs. moderation (IVM) ..............................................................................................................20 2.2.3 Culture in Japan..........................................................................................................................................20 2.2.3.1 Power Distance (PDI)..................................................................................................................................21 2.2.3.2 Individualism (IDV) ....................................................................................................................................21 2.2.3.3 Femininity vs. Masculinity (MAS) .............................................................................................................21 2.2.3.4 Uncertainty Avoidance (UAI).....................................................................................................................22 2.2.3.5 Long-term Orientation (LTO)....................................................................................................................22 2.2.4 Culture in Ecuador......................................................................................................................................23 2.2.3.1 Power Distance (PDI) ....................................................................................................................................23 2.2.3.2 Individualism (IDV) ....................................................................................................................................24 2.2.3.3 Masculinity/Femininity (MAS)...................................................................................................................24 2.2.3.4 Uncertainty Avoidance (UAD) ...................................................................................................................24 2.3 Market ..........................................................................................................................................................25

2.3.1 2.3.2 2.3.3 2.3.4

Market Forces..............................................................................................................................................25 Demand ........................................................................................................................................................26 Supply ........................................................................................................................................................... 27 Market Segmentation and Target Market ................................................................................................28

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2.3.5 Segmentation Variables ..............................................................................................................................29 2.3.6 Consumer Behavior.....................................................................................................................................30 2.3.6.1 Actors in consumer behavior......................................................................................................................31 2.3.6.2 Consumer decision process.........................................................................................................................32 2.3.7 Market Study ...............................................................................................................................................33 2.3.8 Marketing Mix (4Ps) ..................................................................................................................................34 Chapter III: Market Research ....................................................................................................................................36

3.1 Methodology ................................................................................................................................................36

3.2 Sample Selection ..........................................................................................................................................36

3.3 Survey Instrument.......................................................................................................................................36

3.4 Survey Questions and results .....................................................................................................................37

3.4.1 Sex.................................................................................................................................................................37 3.4.2 Age ................................................................................................................................................................38 3.4.3 Quality and freshness..................................................................................................................................39 3.4.4 Taste .............................................................................................................................................................40 3.4.5 Healthy and low calories/fat .......................................................................................................................41 3.4.6 Presentation or packaging ..........................................................................................................................42 3.4.7 Habit or routine (Snacks) ...........................................................................................................................43 3.4.8 Try something new/different ......................................................................................................................44 3.4.9 Preparation convenience.............................................................................................................................45 3.4.10 Availability and location .............................................................................................................................46 3.4.11 Price or value ...............................................................................................................................................47 3.4.12 Recyclable/environmental packaging ........................................................................................................48 3.4.13 Tradition (culture).......................................................................................................................................49 3.4.14 Recommendation from friends/family.......................................................................................................51 3.4.15 Popular or trendy ........................................................................................................................................51 3.4.16 Produced/manufactured locally .................................................................................................................53 3.4.17 Only eat what family eats ...........................................................................................................................54 Chapter IV: Proposed Cultural Approach and Strategy...........................................................................................55

4.1 Proposal........................................................................................................................................................55

4.2 Cultural Exchange.......................................................................................................................................55

4.2.1 Cultural Understanding..............................................................................................................................55

4.2.2 Language Differences..................................................................................................................................56

4.2.3 Business etiquette ........................................................................................................................................58

4.3 Market strategy ...........................................................................................................................................60

4.3.1 4.3.2 4.3.3 4.3.4 4.4

Product .........................................................................................................................................................60 Price ..............................................................................................................................................................62 Place .............................................................................................................................................................. 62 Promotion ..................................................................................................................................................... 63 SWOT Analysis ...........................................................................................................................................63

Chapter V: Conclusions and Recommendations 5.1 Conclusions ..................................................................................................................................................66

5.2 Recommendations .......................................................................................................................................67

References ..................................................................................................................................................................69

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