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IMR
20,2
180
The current issue and full text archive of this journal is available at
http://www.emeraldinsight.com/0265-1335.htm
Received September
2001
Revised January 2002
Accepted February 2002
Soyeon Shim
Introduction
A large body of research has examined the influence of situational factors on
consumer behavior. The research has consistently shown that, as a result of the
incremental knowledge that accrues, effective means of segmentation become
available (Dickson, 1982; Van Kehove et al., 1999). Most of the situational
research, however, has been conducted in the context of the US market. Little
has been done to examine whether situational analysis yields useful results in
other cultures. This study examines the efficacy of situational analysis in the
Japanese market. Several situational studies have examined US snacking
behavior (Belk, 1974; Gehrt, 2000; Miller and Ginter, 1979; Ratneshwar and
Shocker, 1991). Results have shown that situational factors are important
determinants of snacking behavior. Thus, snacking behavior provides fertile
ground for examining situational influence in another culture. The results of
this study of Japanese snacking behavior will begin to determine whether
situational analysis is useful beyond the US market. The results may also
This research is supported by a grant from the US Department of Agriculture, National Research
Initiative.
Situational
segmentation
181
IMR
20,2
182
Method
Phase 1. Instrument development
Focus group interview procedure. A focus group interview was conducted in
Tokyo, Japan for the purpose of collecting qualitative data on snacking
behavior. A Japanese market research firm located in Tokyo assisted in
recruiting eight Japanese housewives who resided in the Tokyo area. The
subjects represented various demographic characteristics in terms of age and
socioeconomic background. A Japanese professional facilitated the interview.
The interview was designed to elicit an understanding of situational factors
that affected Japanese snacking behavior and products that Japanese
consumers chose to satisfy their snack needs. Three bilingual Japanese
market research professionals, including the focus group interview facilitator,
helped to interpret the focus group results and develop the final version of the
questionnaire. The process was critical to capturing the subtle differences in
culture and language.
Identification of situational factors. Three situational factors were identified
as a result of the focus group interview. The list represented a parsimonious set
of situational factors affecting Japanese snacking behavior. The three factors
were:
(1) whether snacks are consumed at home or away from home;
(2) whether snacks are consumed in the morning or afternoon; and
(3) whether the snacker will eat alone or with others.
Each scenario accounted for one of the cells of a full-factorial representation of
the three, two-level situational factors (2 2 2 8). A similar process has
been employed in other situational research (Gehrt and Pinto, 1991; Srivastava
et al., 1984). In each study, multifactor scenario treatments were utilized rather
than single-factor treatments because the multifactor scenario provides
subjects with a more realistic, holistic response setting. The situational
scenarios used by this study are shown below:
.
In the morning, when you meet an important individual somewhere other
than home (morning, others, away).
.
In the morning, when an important individual visits at your house
(morning, others, home).
.
In the morning, somewhere other than at home (morning, alone, away).
.
In the morning, at home (morning, alone, home).
.
In the afternoon, when you meet an important individual somewhere
other than at home (afternoon, others, away).
.
In the afternoon, when an important individual visits you at your house
(afternoon, others, home).
Situational
segmentation
183
IMR
20,2
184
Table I.
An English version
of one-page/one
situational scenario
of the questionnaire
Melons
Bananas
Pears
Apples
Oranges
Tangerines
Potato chips
Candy bars
Ice cream
Cakes
Hamburgers
Rice crackers
Rice cakes
Expensive Japanese-style cakes/sweets
Rice balls
Coffee
Juice
Japanese green tea
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
Highly
appropriate
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
chosen because they tend to reflect current usage patterns that are not the focus
of this study. The questionnaire also included demographic questions to assess
sample adequacy. The data were collected to provide an opportunity to assess
the nature of the sample.
Phase 2. Data collection
The study utilized a sample of housewives residing in major Japanese cities.
Housewives were chosen because they are the primary shoppers in Japan
(Jansen, 2000; Soliman, 1994). A common data-gathering method in Japan is
dropping off and picking up survey questionnaires door-to-door. This method
was considered and rejected because it is difficult and expensive for large
geographic regions. To maximize coverage and to ensure a sufficient sample
size, a special method was devised with the help of the Japanese research team.
The method employed the following procedure which conformed to Japanese
culture. A pre-screening of subjects through a two-way postcard was
conducted. The postcard described the nature of the study and the incentive for
participation. Subjects were asked to return the pre-paid postcard with a yes
or no response indicating whether they would participate. The two-way
postcards were sent to 3,000 housewives who were proportionately distributed
between Tokyo, Osaka, Sapporo, Sendai, Nagoya, Hiroshima, and Fukuoka.
The 812 housewives who agreed to participate received the questionnaire and a
return envelope with prepaid postage. Of those who received the questionnaire,
775 responded. The incentive consisted of a telephone card (face value
equivalent to $4) with the logo of a US university. The sample composition was
slightly older and more upscale than average for the cities.
Phase 3. Data analysis and results
Situational characterization. Dummy variable regression was used to
characterize the 18 snacks on a situational basis. The appropriateness
ratings were prepared by summing across individuals. This yielded an eight
(situations) 18 (snack items) data matrix. Situational characterization of the
snack items was completed by subjecting the matrix to dummy variable
regression. The regression procedure reduced the 144 cell matrix (18 snacks
eight scenarios) to 54 values (18 snacks three situational beta weights). A
total of 18 separate regression models were estimated, one for each snack item.
Beta weights were utilized because the study was not concerned with each
snacks current market position, which would be reflected by the y-intercept of
unstandardized regression coefficients. Rather, the studys purpose was to
isolate and examine the potential substitutability of the snack items in different
situations. The results of the regression procedure are included in Table II.
Although the means show that Japanese sweets outperform rice balls in every
situation (see Table III), it is relatively difficult to ascertain that rice balls close
the gap on Japanese sweets in snacking situations in which one is alone.
Isolation of this situational contingency is accomplished through the use of
Situational
segmentation
185
0.043
0.727
0.103
0.715
0.567
*
*
*
*
*
*
*
*
***
***
***
***
***
***
***
***
***
0.004
0.918
0.023
0.902
0.372
*
*
*
*
*
*
*
*
*
***
***
***
***
***
***
***
***
Coffee
0.043
0.721
0.162
0.607
0.671
*
*
*
*
*
*
*
*
*
*
*
*
*
*
*
*
***
Cake
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
Table II.
Regression/cluster
results
Juices
0.017
0.883
0.081
0.264
0.910
*
*
*
*
*
*
*
*
*
*
*
*
*
*
***
***
***
Icecream
0.011
0.861
0.070
0.939
0.183
*
*
*
*
*
*
*
*
*
*
*
*
***
***
***
***
***
Rice
ball
0.045
0.721
0.368
2 0.686
0.485
*
*
*
*
*
*
*
*
*
***
***
***
***
***
***
***
***
0.079
0.627
0.500
0.665
0.308
***
***
***
***
***
***
***
***
***
***
***
***
***
***
***
***
***
0.084
0.614
0.555
0.620
0.295
*
*
*
*
*
*
***
***
***
***
***
***
***
***
***
***
***
0.071
0.647
0.629
0.619
0.137
*
*
*
*
*
*
*
*
*
*
*
*
*
*
*
***
***
0.003
0.926
0.928
0.124
0.285
*
*
*
*
***
***
***
***
***
***
***
***
***
***
***
***
***
0.000
0.982
0.957
0.222
0.160
*
***
***
***
***
***
***
***
***
***
***
***
***
***
***
***
***
0.001
0.953
0.943
0.182
0.223
*
*
***
***
***
***
***
***
***
***
***
***
***
***
***
***
***
0.000
0.981
0.971
0.143
0.163
*
*
*
*
*
***
***
***
***
***
***
***
***
***
***
***
***
0.000
0.993
0.979
0.020
0.195
*
*
*
*
*
*
*
*
*
*
*
*
*
***
***
***
***
Pear
0.009
0.879
0.595
0.666
0.364
*
*
*
*
*
*
*
*
*
*
*
***
***
***
***
***
***
0.013
0.850
0.885
0.114
0.342
*
*
*
*
*
*
*
***
***
***
***
***
***
***
***
***
***
0.044
0.724
0.784
0.397
0.264
*
*
*
***
***
***
***
***
***
***
***
***
***
***
***
***
***
0.000
0.978
0.849
0.386
0.342
*
*
*
*
*
*
*
*
*
*
*
*
*
*
*
*
*
186
Prob F
Adj R 2
Away+/home
Others+/alone
Aft+/morn
5,396
5,765
6,176
10,430
16,866
27,143
39,220
85,827
88,870
106,111
144,226
*** 216,923
321,536
385,466
775.523
1.069,494
1,706,310
Socializing ensemble
cluster
IMR
20,2
Home/alone/morn
Home/alone/aft
Home/visit/morn
Home/visit/aft
Away/alone/morn
Away/alone/aft
Away/visit/morn
Away/visit/aft
2.711
3.270
3.257
3.819
1.817
2.138
2.262
2.550
3.277
3.587
1.958
2.102
1.946
2.087
1.723
1.852
3.304
3.698
3.285
3.646
1.935
2.163
1.941
2.109
3.445
3.743
3.111
3.404
1.975
2.174
1.933
2.074
3.198
3.547
2.829
3.129
1.963
2.206
1.970
2.128
3.663
4.012
3.208
3.495
2.074
2.314
1.916
2.047
2.082
2.827
1.544
1.661
1.668
1.819
1.430
1.477
2.554
3.597
2.581
3.153
2.690
3.314
2.604
3.040
2.502
3.676
3.795
4.240
2.834
3.504
3.331
3.784
2.309
3.232
2.034
2.247
2.223
2.577
1.864
1.958
2.884
3.718
3.076
3.361
3.988
2.267
1.812
1.945
2.805
3.671
3.470
3.678
2.200
2.589
2.253
2.404
2.634
3.498
4.099
4.344
2.282
2.780
2.988
3.334
1.970
2.248
1.310
1.384
1.861
1.956
1.443
1.470
4.168
4.309
4.559
4.626
4.128
4.383
4.520
4.596
3.351
3.659
3.772
3.841
3.487
3.737
3.718
3.812
Situational
segmentation
187
Table III.
Product
situational scenario
means
IMR
20,2
188
Situational
segmentation
189
IMR
20,2
190
afternoon snack. The cluster moniker carries the designation ensemble since
the three snacks are probably not seen as mutually exclusive snack alternatives
for afternoon outings with others; rather, they are often eaten together. The
cakes, small pastry type items, function in much the same way that a Danish
complements coffee in the USA.
An implication for US fruit growers is that, for those who export juice-grade
fruit, Japanese fruit juice consumption currently takes place later in the day. If
promotional efforts were made to encourage consumption during other parts of
the day, they might parallel the campaigns that were used by US orange
growers 20 years ago. The campaigns informed US consumers that orange
juice consumption, which at the time was confined primarily to the morning,
was appropriate throughout the day.
Single product clusters
Two products emerged as single product clusters. They were unique compared
to other products with respect to their distinctive appropriateness across the
three situational factors. Ice cream was, by a considerable margin, farthest
along the afternoon end of the afternoon/morning continuum. Its
away/home beta was fourth largest, making it the fourth most appropriate
for away from home snacking. It is important to note that snacking in public is
not accepted in Japan to the extent that it is in the USA. Rice balls were, by a
considerable margin, farthest along the alone end of the others/alone
continuum. Their away/home beta was third largest, making them the third
most appropriate for away from home snacking. Rice balls are readily available
at convenience stores and are a common snack choice for people on the move.
Identifying overserved and underserved markets
Although the list of snacks employed is certainly not exhaustive, this study
begins to show how it is possible to identify situational segments that are
highly competitive and overserved and segments that are less competitive and
underserved. In terms of the morning versus afternoon factor, for instance,
none of the products approach the extreme morning end of the continuum
(1.000). In terms of away from home versus at home snacks, the away from
home segment is grossly underserved. Fruit juice performs the best with the
highest away/home beta of 0.103. In fact, it has the only positive beta score.
This represents a particularly attractive segmentation opportunity for a
product that can be properly positioned. This could entail conveying a
promotional message that a product is suitable as a snack for someone on the
go. This could also entail the arduous task of promoting change in Japanese
customs regarding the suitability of snacking in public. Conversely, seven of
the products have positive betas in excess of 0.800 (pear/0.979; apple/0.971;
tangerine/0.957; orange/0.943; rice crackers/0.928; rice cakes/0.885;
melon/0.849), indicating a very strong position in the overserved home snack
market.
Situational
segmentation
191
IMR
20,2
192
Although markets with many competitors are generally not attractive, the
methodology utilized allows the marketer to assess the quantity as well as the
quality of competition. The relative number of products that comprise each
cluster provides evidence of the quantity of competition. In this study, the
number of products in each multi-product cluster is somewhat similar. This has
not been the case for some similar studies (e.g. Gehrt and Pinto, 1991;
Srivastava et al., 1981). The situational beta weights for products in each
cluster provide evidence of the quality or the nature of competition. For
example, of the four products in the solitary snacking cluster, bananas were a
good degree closer to the morning end of the afternoon/morning continuum
than the others (banana/0.137 versus hamburger/0.485, candy bar/0.308, potato
chips/0.295). Bananas, therefore, might be positioned against the other
products with respect to their suitability as an early snack alternative. The
market structure delineation methodology could also be used to assess a
products current position in a situationally defined market and whether there
is a need for repositioning; and the likely situationally-defined impact that a
new entry into the snack market would have on competing products.
Conclusions
In an increasingly competitive and lucrative world market, exporters must
develop innovative marketing strategies if they are to establish strong market
positions. By examining situational theory, this study begins to fill a gap in the
international and export literature. Past research has typically relied on
consumer traits and product characteristics to analyze markets. This research
demonstrates the applicability of situational theory in the context of
international marketing. The study is one of the first in international
marketing to delineate a competitive market structure in terms substantially
different from conventional consumer characteristic and product attribute
approaches. In more pragmatic terms, the research identifies situational
segments in an international market that are highly competitive and
overserved as well as situational segments that are less competitive and
underserved. Markets with very few competitors are attractive since there
exists ample opportunity for additional product or brand alternatives.
Although markets with many competitors are generally not attractive
opportunities, the methodology utilized by the study allows the marketer to
assess the quality as well as the quantity of competition.
Limitations
Although this study offers some important implications for the use of
situational research in the context of snacking, there are some limitations that
need to be addressed. First, while the research provides an important starting
point for situational segmentation, the lists of situational factors and snacks are
not exhaustive. For example, focus group interviews indicated that another
situational factor affecting snack choice is whether or not the snacker is rushed
for time. It should be noted, however, that as more situational factors are added
to the study, the full-factorial representation of two-level factors rapidly
becomes ungainly (e.g. with four two-level factors, the number of cell choices
increases from eight to 16). In terms of products, other fruits could have been
examined as well as other snack foods. Another limitation is the urban nature
of the sample, which may preclude generalization of the findings to snacking in
rural areas. For this initial study, however, the decision was made to limit
examination to urban consumers since this is where most of the market
potential resides. Although consumer decision making remains solidly in the
domain of women (Jansen, 2000), changing lifestyles (Brown, 1996) increasingly
call for mixed gender samples. The study also limits segmentation to
situational bases. To increase the utility of the findings, future research should
incorporate additional characteristics (i.e. attribute importance,
psychographics, demographics) along with situational variables to develop a
more comprehensive understanding of Japanese snacking.
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