Empirical Study On Consumer's Purchasing Behavior In Japanese Beef Market

Japan is a relatively developed country in the beef cattle industry.It has a thorough beef cattle industry policy,developed agricultural technology and a high degree of mechanization.Besides,it has one of the world's most famous thoroughbred beef cattle called Wagyu and Japanese beef consumption is relatively high.In 2000,the annual per capita beef consumption was 7.6 kilograms,which was much higher than that in China with similar eating habits.However,the Japanese beef market has a strong dependence on the international market.Every year,60% of beef consumption comes from imports.After the occurrence of bovine spongiform encephalopathy(BSE)in 2001,the annual per capita beef consumption in Japan fell sharply.In 2016,the annual per capita beef consumption in Japan was 6.0 kg,still not restoring to the level before BSE.There is a large demand in the Japanese beef market,and the annual per capita beef consumption still has some room for growth.The consumer's beef purchasing behavior is affected by many factors.It is of great importance for the increase of beef consumption to properly deal with the relationship between each influencing factor and the consumer's purchasing behavior.China and Japan have similar backgrounds in the development of the beef cattle industry,but both the level of development of beef cattle industry and the level of beef consumption in China are lower than that of Japan.The beef industry in Japan today may be Chinese beef cattle industry in the future.Japan's problems and the according solutions taken in the development of beef cattle industry and beef consumption will provide references for the development of Chinese beef cattle industry and the improvement of beef consumption level.Based on the analysis of the supply and demand situation of Japanese beef market,from customers' perspective and guided by the theory of purchasing behavior,this study puts forward relevant hypotheses,conducts a questionnaire survey on Japanese consumers,and makes an empirical analysis according to the results of survey data.Apart from that,aiming at different main bodies,this paper proposes policy suggestions for the development of the Japanese beef market,and summarizes the implications for the Chinese beef cattle industry.Part One includes the first and the second chapter of this paper.Based on the background of the topic,this part clarifies the research purpose and significance.It summarizes and evaluates the major research results of China,Japan and other countries.It explains the content and methods of the study,introduces the economic theory involved in the study,and defines the relevant concepts and research scope.Part Two,the third chapter of this paper,summarizes the supply and demand situation of the Japanese beef market,explains the supply of domestic beef and the supply of imported beef respectively,and outlines the demanding development changes in the Japanese beef market.Part Three,the fourth chapter of this paper,puts forward assumptions.Based on the principles of economics,this study designs a questionnaire about the consumer purchasing behavior in the Japanese beef market,explains the variables,and gives the overview of the data analysis methods.Part Four,including the fifth and the sixth chapter of this paper,makes an empirical analysis of the data obtained from the questionnaire,puts forward corresponding policy recommendations for the development of the Japanese beef market,and summarizes the implications for China.