Report of the 2010 Industrial Advancement Promotion Project to

Transcription

Report:
2010 Industrial Advancement Promotion Project to Facilitate Economic Partnerships
(Research Project of East Asia’s Current Consumption Status to Promote Wide-Range
Cooperation in East Asia)
March 2010
Ministry of Economy, Trade and Industry, Trade Policy Bureau, Asia and Pacific Division
Survey Design
Survey Design
2
1. Photo Diary
Objectives
Understanding overall living environments and lifestyles
as well as conducting consumption pattern analysis by
surveying actual condition information and
consciousness items through photo shoots of products
that signify living environments/values.
Areas
・Social class (SEC=social economic class) Level B or C
・With consumer leader characteristics
*Those selecting 3 or more from the list on the right→
・Those involved in advertising and research/survey industries
and government officials excluded
50 respondents (per country)
・Males
Respondents
・Females
Mission
Dates
Understanding lifestyles in the respective Asian countries
including consumption patterns, preferences, and values
of the middle-income families to support planning
strategic marketing measures for Asia that utilize Japan’s
advantages.
Hong Kong, Singapore, Thailand (Bangkok), India (Mumbai)
Males/Females in their 20s-30s
Targets
2．Focus Group Interview (FGI)
in their 20s/single, working individuals
in their 30s/married, working individuals
with children
in their 20s/single, working individuals
in their 30s/married, working individuals
with children
Basic living environments
Photos taken (of fashion, living space, etc.)
December 2009 - February 2010
1. Shopping is fun
2. I'm confident in determining qualities
3. I choose products as a way to express myself
4. I don't mind spending money on things that I want
5. I choose good-quality products even if they are over my budget
6. I try to be "me" (express my unique qualities)
7. I'm sometimes told that I have good tastes
8. I embrace various values and enjoy them
9. I'd like to deepen my knowledge and enhance my capabilities
10. I'd like to enhance the contents of my job, housework, or studies.
48 respondents (6 respondents per countryx2 groupsx4 countries)
・Males (verification regarding transportation and entertainment)
in their 30s/working individuals with children： 1 groupﾟ
・Females (verification regarding clothing/food/housing) ﾟ
in their 20s/married, working individuals; in their 30s/with children
1 group
Confirm the background to consumptions habits
and value consciousness obtained from the Photo Diary
January - February 2010
Survey Items (photo diary)
3
Respondents were asked to take photos of the following while also providing additional information through the survey.
No.
Photos taken of…
01
Favorite fashion coordination
02
Favorite small items (shoes, wallets, watches, etc.)
03
Usual dinner
04
Kitchen (full view)
05
Microwave
06
Dishwasher
07
Rice cooker
08
Electric pot
09
Inside the refrigerator
10
Dining room (full view)
9
Where clothes are purchased
11
Living room (full view)
9
Favorite brands
12
Lavatory (full view)
13
Wash basin
9
Amount spent on fashion
14
Toilet (full view)
9
Referential media of fashion
15
Toilet seat
9
Food
16
Bathroom (shower room) (full view)
17
Bathtub/shower head
9
Home electronics
18
PC (full view)
9
PC usage situation
19
Items usually carried
9
Belongings carried when going out
20
Parking space (full view)
9
Private car/motorcycle ownership
21
Favorite item used daily (1)
22
9
Amount spent on oneself
23
9
Favorite characters, recognition channels, etc.
24
Product/service added for one’s pleasure/enjoyment
25
Favorite character
26
Door knob
27
Favorite feature of one’s home or area that is utilized/designed wisely
28
Area where improvement is necessary in one’s home
Additional Survey
Hearing Items (FGI)
4
Females
(clothing/food/housing)
z Basic dietary habit trend/orientation and Japanese product images/potential
z Basic living environment trend/orientation and Japanese product images/potential
z Level of interest regarding environmentally-friendly home electronics
z Basic fashion status/trend of consciousness/orientation and Japanese product images/potential
z Level of comprehension regarding labels, etc. written in Japanese and understanding of the degree of altered images
Males (transportation & portal
devices/goods, amusement)
z Basic mobile phone trend/orientation and Japanese product images/potential
z Level of demand regarding mobile phones
z Basic private car/motorcycle trend/orientation and Japanese car images/potential
z Level of interest regarding environmentally-friendly home electronics
z Leisure activities and trend of consciousness/orientation
z Actual contact status and orientation of entertainment contents
z Japanese entertainment images/potential
z Level of comprehension regarding labels, etc. written in Japanese and understanding of the degree of altered images
Consideration
Current status of consumption trend ①
6
In all the 4 cities where the survey was conducted,
the key finding was aspiration for consumption modernization and consumption maturity.
Lifestyle
（%）100
92.0
76.0
80
72.0
77.5 80.0 76.0
65.0
60
58.0
82.5 84.0
88.0
76.0
Total
82.0
76.0
Thailand
76.0
Singapore
62.0
62.0
54.0
Hong Kong
54.0
India
42.0
40
I prefer foreign brands
than domestic brands.
I rather pay attention
to the clothes that I wear.
I use good foodstuffs
even if the price is a little expensive.
I am picky about cars.
In the category of fashion/food, the trend is “escape from tradition”.
z In the category of food, it was found in 20’s/30’s that they are trying to bring brand-new foreign food into the home-cooking. In each country,
the food cooked by their mothers’ generation is traditional and typical each country’s local food, however, those 20’s/30’s feel that the dining
table only with traditional food is “boring” and they start to adopt foreign taste/foreign food that has more beautiful looking and novel feeling.
From the transcript of FGI
“I’d like to cook something that my mom doesn’t cook often. My mom cooks only
Chinese food and I’d like to cook western food myself such as spaghetti, salad,
etc. at least on weekends. （woman/Hong Kong）
Thailand
“Foreign cooking has good looking. Beautiful for eyes. When I see usual Indian
food, I feel bored. So thinking of variety, other country’s cooking is better. (woman/India)
Singapore
Hong Kong
India
z Casualization is advanced in fashion, and in India, it was found that the opportunity
to wear traditional “sari” was drastically reduced.
z Since “Casualization” includes Japanese origin “KAWAII” fashion, Casualization is not equal to
Westernization, but the situation is different depending on the area.
KAWAII
Fashion
（Awareness）
KAWAII
Fashion
（Interest）
Current status of consumption trend ②
7
Electrical home appliances penetrated to a good level.
z Among the survey target of middle class+, penetration was found higher than 80% for Electrical home appliances such as TV, Refrigerator,
Air-conditioner, Mobile phone, etc.
z However, most of the Digital devices were purchased in recent 3-4 years and such product’s function seems to be limited to reduce the cost.
Household Products
samples
Total
Thailand
Singapore
Hong Kong
India
200
50
50
50
50
Higher than 80%
Mobile
Phone
Refrigerator
Toilet
PC
Washing
Machine
Conditioner
Digital
Camera
Living
Set
Dining
Set
100
100
100
100
100
99.5
98
100
100
100
96
100
88
100
96
89.5
98
100
98
62
83
72
92
86
82
83
84
94
100
54
80
90
88
100
42
77
76
96
100
36
69.5
74
92
94
18
Air
（%）
DVD
Player
（No Recording）
68.5
84
64
94
32
Purchased in recent 3-4 years
Thailand
Singapore
Hong Kong
India
Refrigerator
Mobile
TV
Digital
Camera
DVD
Air
Washing
player
Conditioner
Machine
Microwave
Oven
Current positioning of Japanese products ①
8
Basic evaluation to Japanese products is high.
z In all the cities where the survey was conducted, people has positive image toward Japanese products since the quality is basically
high and technology is excellent.
Image of Japan products
samples
1
2
3
4
5
6
Total
200
Quality is good
78.5
Reliable
65.5
High technology
56.5
Design is good
54.5
Modern
50.5
Expensive
42.0
Thailand
50
Quality is good
74.0
High technology
Modern
52.0
Reliable
46.0
Expensive
36.0
Design is good
32.0
Singapore
50
Quality is good
82.0
Reliable
80.0
High technology
74.0
Expensive
66.0
Design is good
62.0
Products are
durable
54.0
Hong Kong
50
Quality is good
88.0
Reliable
80.0
Design is good
78.0
Multi-functional
74.0
High technology
68.0
Cutting-edge
66.0
India
50
Quality is good
70.0
Reliable
56.0
User-friendly
48.0
High-class
48.0
Design is good
46.0
Modern
42.0
56.0
z However, such evaluation is given in various aspect such as abundant product type in the category, high quality in designing, durability, etc.
and it is different depending on the product category. As previously mentioned, “KAWAII” fashion is one example and the awareness/interest
level has big difference depending on the area.
z In some product categories such as luxury car and smartphone, there are some cases that western brands are more highly evaluated than
Japanese brands from the viewpoint of status feeling and designing.
Current positioning of Japanese products ②
9
The abundant choice of Japanese products evokes consumption happiness.
z Especially in food category, the abundant variation in Japanese products is highly evaluated.
z In one category, there is a lot of sub-brands, flavor, etc. and it allows to let people try many types from each product lineup which has its own charm,
or people can choose through their preference: such abundant choice creates effective gimmick to let those people realize “consumption happiness”.
“I love Japanese sweets. More attractive sweets than those of other countries’. Abundant choice.”
(woman/Hong Kong）
“Spaghetti source of Japan is also good. Really many choices.” (woman/Hong Kong)
“Japanese salad dressing has many types, sesame type, grain type, etc. and I can choose anything I want.”
（woman/Thailand）
Weakness is price and lack of information.
z In common, Japanese products has high-price image and that is disincentive upon purchase.
z Also, in some housing products category and food category in India,
basically the information related to Japanese products is very limited and
Images of Japan products
【Expensive】
it is rare for them to have contact opportunity.
Total
Thailand
Singapore
Hong Kong
India
About the feature of Indian market
10
z Out of the 4 cities for survey, while some sympathy is found in 3 countries, Hong Kong, Singapore and Bangkok as same “Asian” member toward
Japan and Korea, Mumbai showed some different tendency.
“Japanese food taste is in our acceptable taste.” （woman/Bangkok）
“Korean or Japanese brand size rather fits me.” （woman/Hong Kong）
“Europeans are all big, so I prefer Korean fashion.” （woman/Bangkok）
Trip to Japan
Experience/Intention
Ever tripped
Things you know about Japan (Nothing)
Intend to
（%）100
（%）40
75
30
20
50
10
25
0
Total
Thailand
Singapore
Hong Kong
India
0
Thailand
Singapore
Hong Kong
India
z Starting with Electrical home appliances, Japanese products are accepted with positive image, however, basically the countries perceived
as developed countries are western countries and the interest toward Asia seems to be sparse.
z Purchase intention toward Japanese products is high though, they recognize strongly that Japanese products’ price is out of their reach.
Therefore, in India, their shopping attitude is first to purchase minimum spec. product and then to add some functions when they can afford.
z Also in the food category, they have some ambiguous interest, but they have extremely little information. They don’t know how too cook,
of course, they don’t know what sort of menu is available nor they understand what sort of taste the Japanese food is.
Not only from the food material and menu, but it is necessary to run education campaign of Japanese cooking/food concept and method in
more depth extensively.
“I don’t know what ingredients are used in Japanese food. I don’t understand the taste.” （woman/Mumbai）
“If the taste is of someone’s like, Japanese food may be good. But I have never tasted it.” （woman/Mumbai）
“There are little number of Japanese restaurants. Ads are also very little.” （woman/Mumbai）
Opportunities of Japanese products and issues to tackle ①
【General】
11
Source of Japanese product value is reliability to assured quality
z The most important and basic value of Japanese products found common in all the categories is absolute reliability that Japanese products are
made without any corner-cutting, fraud, fake and are made under right quality control promising the performance.
z Especially in Asian countries, where there are still many quality unstable products/services, reliability and security feeling is perceived with
more valuable image than that in Japan.
z As previously stated, evaluation toward western brands is higher in some cases in terms of status feeling and designing, however,
regarding this “reliability toward quality”, Japan’s positioning is well established.
z Based on this reliability and by adding benefit required product by product as per each country’s needs, Japanese products will be successful
in gaining more fans in those countries.
Images of Japan products
100
Thailand
80
Singapore
Hong Kong
India
60
40
20
0
Respects traditional culture
Nothing enumerated here fits my impress
Energetic
Always developing
Rich international flavor
Good security/safe
We can enjoy sports in Japan.
Has many historical buildings.
Has a lot of cultural/art facilities.
Food tastes good.
- 30.0 26.0 2.0 8.0 2.0 16.0 6.0 16.0
No problem communicating in English
Transportation is convenient.
Easy to do shopping/Shopping is
enjoyable.
Commodity prices are high.
Japan has many festivals/events.
Japan has leisure facilities/theme
parks.
Frequent natural disasters
Rich in natural environment
Unique
- 2.0 18.0 2.0 2.0 16.0 6.0
Entertaining
Modest
Hard-working
Kind
Cooperative
Pretty
Flexible
12.0 18.0 16.0 18.0 4.0 12.0 2.0 12.0 8.0 12.0 6.0
Delicate
Bright
Honest
Candid
Polite
Thoughtful
Reliable
Friendly
Clean
Hong Kong
India
50
50
50
50
Wealthy
（N=Total）
Thailand
Singapore
Prosperous
Big
N
- 42.0 12.0 12.0 2.0 6.0 2.0 22.0 6.0 22.0 4.0
38.0 42.0 40.0 56.0 48.0 46.0 32.0 52.0 12.0 18.0 18.0 12.0 4.0 38.0 14.0 18.0 66.0 32.0 34.0 36.0 34.0 30.0 44.0 52.0 46.0 38.0 42.0 10.0 66.0 50.0 30.0 8.0 20.0 14.0 50.0 22.0 50.0
-
26.0 52.0 46.0 78.0 58.0 32.0 28.0 78.0 16.0 12.0 18.0 44.0 14.0 44.0 28.0 48.0 36.0 22.0 50.0 36.0 38.0 12.0 54.0 48.0 60.0 52.0 40.0 12.0 64.0 34.0 26.0 6.0 32.0 14.0 20.0 20.0 42.0
-
46.0 24.0 40.0 48.0 52.0 42.0 22.0 32.0 20.0 48.0 44.0 16.0 24.0 32.0 36.0 38.0 38.0 20.0 18.0 34.0 20.0 10.0 18.0 24.0 12.0 26.0 20.0 6.0 14.0 24.0 16.0 10.0 14.0 14.0 30.0 16.0 2.0
-
※ XX.X Highest score in 4 countries
XX.X 2nd highest score in 4 countries
Opportunities of Japanese products and issues to tackle ②
【Details】
12
In some cases, moderate function is more effective than exhaustive high function
z As previously mentioned, Japanese products are perceived with high price image in common and that is disincentive upon purchase.
z For instance, Korean products are not of high function as Japanese products, but have limited function desired with reduced price and
Koreans manufacturers seem to be trying to penetrate their products into each country’s market with aggressive promotion.
“I use Samsung at home and Samsung does better promotion. If the promotion is better than Japanese products, I would
buy Korean products”. （woman/Singapore）
“Regarding Mobile phone, I also like Samsung as the price is cheap. I like to buy the Mobile phone from Samsung, the one
with 8MPixel Camera. I buy Mobile phone by the camera function attached.” （man/Bangkok）
“ I feel like Japanese Electrical home appliances’ manufacturers don’t do so much promotion.” （woman/Singapore）
z Rather than making the price high by realizing high function in every aspect, assuring the advancement in the function interested by
consumers, yet, giving up the other functions, and the reduced price product may work more effectively in many cases.
“Compact and contrived” product well matches with Japan’s image
z In Hong Kong and Singapore, Japanese product & information
is more penetrated than in Mumbai. Regarding Housing products/
equipments, they have good image toward Japanese products,
good/compact and must-be-excellent.
z Image of Japanese manufacturing, skillfulness, precision, exactitude
is not limited to Housing products/equipments, but is good matching
with products to which function is concentrated with compactness.
“There are many small houses in Japan. Since they have limited space
compared with other countries, how to save space is well thought on
Japanese products in terms of design as well.” （woman/Hong Kong）
“Japanese Electrical home appliances are good as they are compact
and space-saving.” （woman/Singapore）
Abundant product type is big advantage
z Abundant product type is the evidence of matured consumption society. We should take this advantage of Japan as matured consumption society.
Opportunities of Japanese products and issues to tackle ③
【Details – No. 1】
13
Key is how to provide information.
z In Hong Kong, Bangkok & Singapore, Japanese restaurants are popular as places for dining out. Popularity of Japanese food is backed up by
affluent contact opportunities and information. For home cooking, interest toward brand-new foreign food is becoming obvious and since
Japanese food is highly evaluated from its taste, looks, healthiness, if we provide more “how-to-cook” information along with easy-to-cook
processed foods, now is a good chance for Japanese food to enter home-cooking market in Asian countries.
“When dining out, western food is not of fun, just as Spaghetti, Pasta, etc., while Japanese food has a lot of choices.
Regarding appetizers, I can choose little by little. That is fun.” （woman/Hong Kong）
“Japanese food tastes very good. Desert as well, tastes very good. Taste is such different.” (woman/Singapore)
“I tried to cook Tempura at home buying flour, however, I can’t make it well as I taste in restaurants. Taste is no
good. That is why I eat out.” （woman/Singapore）
100
Singapore
Hong Kong
India
Recognized worldwide
Thailand
Carry status
Image of Japan
80
60
40
20
0
Nothing in particular
Others
Hard-working/highly educated
Make favorable impressions
Can get rest assured/Safe
Intelligent/smart
Detailed
Sophisticated
Soothing/relaxing
Gorgeous
Stylish
Good-looking
Pretty/cute
Mass appeal
Economical
Expensive
High-class
Unique and distinctive
High technology
Cutting-edge
Major market share
Suit my tastes
Modern
Cost performance is good.
Design is good.
Multi-functional
Convenient
Products are durable.
User-friendly
Hong Kong
India
50
50
50
50
Environmentally friendly
（N=Total）
Thailand
Singapore
Quality is good
Reliable
N
46.0 74.0 4.0 12.0 6.0 8.0 12.0 32.0 26.0 52.0 6.0 20.0 30.0 56.0 10.0 14.0 36.0 2.0 2.0 10.0 4.0 8.0 4.0 4.0 2.0 4.0 4.0 2.0 12.0 4.0 18.0 6.0 2.0
80.0 82.0 32.0 48.0 54.0 24.0 34.0 62.0 38.0 46.0 40.0 20.0 20.0 74.0 40.0 40.0 66.0 16.0 28.0 42.0 46.0 54.0 30.0 16.0 24.0 30.0 44.0 28.0 32.0 30.0 50.0 28.0
80.0 88.0 18.0 56.0 44.0 50.0 74.0 78.0 14.0 62.0 46.0 18.0 66.0 68.0 44.0 46.0 40.0 10.0 48.0 40.0 54.0 62.0 22.0 18.0 30.0 36.0 44.0
- 58.0 42.0 30.0 10.0
56.0 70.0 34.0 48.0 34.0 30.0 32.0 46.0 24.0 42.0 22.0 14.0 14.0 28.0 18.0 48.0 26.0 34.0 16.0 14.0 38.0 34.0 24.0 14.0 6.0 12.0 6.0 30.0 6.0 8.0 14.0 14.0
※ XX.X Highest score in 4 countries
XX.X 2nd highest score in 4 countries
- （％）
- 2.0
-
-
- 10.0
Opportunities of Japanese products and issues to tackle ④
【Details – No. 2】
14
Push to penetrate Japanese products via export of contents
z It was realized well that Korean cultures/products are penetrated in Hong Kong, Bangkok and Singapore.
z Typically in Bangkok, CD/DVD sold at store front was dominated by Korean CD/DVD and Korean drama was popular as TV programs.
z Such status is not only related to contents market, but also the clothes often seen on TV celebrities in dramas is pushing forward
the popularity of Korean fashion, it is presumed that it has also been affecting fashion, food culture, interior, and other various area.
z On the other hand, regarding Japanese contents, TV drama is well penetrated in Hong Kong, however, in Bangkok, “O-shin” DVID is
still placed on top of Japanese DVD shelf and new ones are far left behind. J-POP boom also finished in Singapore and Bangkok.
z Japanese contents is popular in terms of video game and cartoon, but the image created by those as Japan tends to be quite limited.
z By pushing Japanese contents export further, which can convey more general Japan’s “now”, creating understanding & familiarity toward
Japan’s lifestyle and product brand image will become tailwind for Japanese entire industry.
100
Contact experience with
Japanese contents o not
Thailand
Singapore
Hong Kong
India
75
50
25
0
Nothing
Others
Magazine
Movie
Music
TV programs
（N=Total）
Animation
Game contents
N
4.0 （％）
Thailand
50
54.0
74.0
80.0
46.0
60.0
40.0
-
Singapore
50
22.0
34.0
28.0
14.0
20.0
10.0
2.0
40.0
Hong Kong
50
52.0
58.0
70.0
66.0
58.0
58.0
-
4.0
India
50
8.0
-
4.0
-
8.0
-
-
90.0
※
XX.X Highest score in 4 countries
XX.X 2nd highest score in 4 countrie
Trend Map
（Abstract of Photo Diary＆Focus Group Interview）
【Each country’s Trend map in Fashion： Insisting to fashion & interest to “KAWAII”
16
z Thai people insist to fashion strongly and have high interest to Japan, so let them expose to Japan’s information considering
“KAWAII” at its core part.
z Indian people has high potential, however, basic information provided is extremely little. Hereafter, it is necessary to let Japanese
fashion penetrate into Indian market more intensively.
Awareness
Insisting to fashion in daily life(High)
Interested
28% 10%
Awareness
（Q19 “I rather pay attention to the clothes that I wear.” Score total）
56%
Thailand
Interested
44%
India
zStore display（54％）
zMagazine（42％）
zTV(32％）
Singapore
＊ Reference info source
Awareness
70%
zFriends（48％）
zFriends（28％）
Interested
28%
Hong Kong
Insisting to fashion in daily life (Low)）
【KAWAII fashion】
AwarenessInterest
28
SQ “Out of Japanese products, interested in fashion.”(Score)
Interest level to Japanese fashion (Low)
zTV（64%）
zFriends（50％）
44%
Interest level to Japanese fashion(High)
70%
＊Reference info source
Interested
（ Q
Awareness
【 Each country’s Trend map in Food： Opinion to food & Interest to Japanese food
17
z Thai people have high interest to Japanese food and increase demand having its core on restaurant business.
z Singaporean people character, “Japanese food industry is easy & enjoyable.” can be a key of penetration.
z For Indian people, information related to food material or recipe corresponding to in-home cooking will work effective.
【Out】dining oriented
Dishes & table coordinatingト
Thailand
23.3%
The map shows the result of correspondence
analysis using “recognition to food” questions
Pay attention to eat regularly
Chose hygienic restaurants
Pay attention to food expense.
Hong Kong
Pay attention to Origin of products/ingredients.
Cook many kinds of meals
Pay attention to nutritional balance
14.9%
Singapore
14.6%
Try to cook meals myself when I can.
Try to eat meals together with family/friends.
Pay attention to slat & sugar.
29.4%
India
Interested in
Japanese cooking/food.
Try not to take too many calories.
【In】home cooking oriented
】（ Enjoy
・ Convenient
）
【 Easiness
】（ Safety
・ Relief
）
【 Safe
Match with family’s preference
【 Each country’s Trend map in Food： Housing items to be improved & Interest to daily commodities
18
z Hong Kong people tend to think interior environment important such as washing area & room interior, acceptance to Japanese daily
commodities such as kitchen and storage related items is high.
z Since Singapore people are more housing facilities/equipment oriented such as air-conditioning & layout than Hong Kong people,
product genre with concept of space-saving will be a good fit.
Attached facilities fulfillment desire
Hong Kong
The map shows the result of correspondence
analysis using “Housing items to be improved”
questions
46.8%
Room layout
Storage
Wall
Air-conditioning
Layout
Sound proof
42.9%
39.5%
Thailand
17.6%
India
Floor
Exterior fulfillment desire
Interior fulfillment desire
Washing area
Singapore
Walkway
Infrastructure・Hardware fulfillment desire
Interest level to
Japanese daily commodities
【 Each country’s Trend map in Entertainment： Interest & contact to contents
19
z In Thailand, Hong Kong & Singapore, the acceptance to Japanese contents is high. However, each country’s focus is different:
Thailand-Character, Hong Kong-Games, Singapore-Cartoon/Comics/Movie. In India, contents sensitivity is high, but due to the lack of
information related to Japanese contents, it ends up with the small level/volume of interest.
Japanese contents contact ratio(High)
Ratio of persons who contacted any Japanese contents in the past 3months.
TV program
15%
Movie
19%
Character
9%
35%
TV program
16%
Music
13%
Cartoon・Comics
15%
2
console
ThailandGame & Game
19%
7%
Movie
21%
Music
11%
Game & Game console
Cartoon・Comics
17%
21%
29%
Singapore
TV program
22%
Character
4%
Movie
22%
Music
9%
Game & Game console
Cartoon・Comics
17%
26%
Japanese contents contact ratio (Low)
India
）
Contents sensitivity (High)
TV program
15%
Character
15%
Music
12%
Character
28%
Hong Kong
（Inside pie chart, share by each contents in
each country. Total of interested persons
to each contents = 100.）
lifestyle item””Always check latest movies.”
“Interested in music hit chart.”
statements' score, weighted average
Sum of the
Contents sensitivity (Low)
Game & Game console
23%
Cartoon・Comics
21%
29%
Movie
10%
Pie chart： Interest to Japanese
contents（Figure is share when
sum of 4 countries’ score = 100）
【 Each country’s Trend map in Transportation(Travel)：Travel intention to Japan and reason
20
z As a travel destination, every country showed high travel intention to Japan, Thailand & Hong Kong people are sightseeing oriented,
India is not sightseeing oriented, but business oriented and Singapore people shows neutral position. Tactics is required country by
country.
Top 5 countries that I like to travel
(Excluding Japan)
Wish to work (Strong)
＊Total of 4 countries’ score
Name of country
Travel intended
60%
Travel experience ratio to Japan
0％
India
Travel intended Travel experience
ratio to Japan 36%
64%
（%）
1 Switzerland・Austria
33.0
2 U.S.A.
31.0
3 U.K.
27.5
4 Italy
23.5
4 Australia・NZ
23.5
Singapore
Travel
Travel intended experience
100% ratio to Japan
Hong Kong
Intended
Experience
（Wish to travel to Japan）
Travel intended
100%
6%
Travel experience
ratio to Japan 68%
Thailand
Wish to do sightseeing in Japan(Strong)
Photo Diary
Reference
Data
■Survey Items (photo diary)
・Respondents were asked to take photos of the following while also providing additional information through the survey.
File #
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
Photos taken of…
Favorite fashion coordination
Favorite small items (shoes, wallets, watches, etc.)
Usual dinner
Kitchen (full view)
■Additional Survey (refer to the following pages for the survey sheets)
・ Where clothes are purchased
Microwave
・ Favorite brands
Dishwasher
Rice cooker
・ Favorite brands
Electric pot
Inside the refrigerator
Dining room (full view)
Living room (full view)
Lavatory (full view)
Wash basin
Toilet (full view)
Toilet seat
Bathroom (shower room) (full view)
Bathtub/shower head
PC (full view)
Items usually carried
Parking space (full view)
Product/service added for one’s pleasure/enjoyment
Favorite character
Door knob
Favorite feature of one’s home or area that is utilized/designed wisely
Area where improvement is necessary in one’s home
・ Referential media of fashion
・Food
・ Home electronics
・ PC usage situation
・Belongings carried when going out
・ Private car/motorcycle ownership
・ Amount spent on oneself
・Favorite characters, recognition channels, etc.
■ Survey Items (photo diary): Additional Survey Regarding Lifestyle
Q1.
Please tell us where you usually buy your clothes.
1. Department stores
2. Boutiques/specialty shops
Q2.
【2. Dinner】
Q7.
Who usually cooks your family's dinner?
（MA)
3. Street stall
4. Internet/website
5. Other （
）
6. I don't buy clothes myself　→ Go to Q5
Please advise your favorite brands for your clothes.
（OA)
1.Yourself
2.My spouse
Q8.
1) Favorite brand
4.Maid
3.My parents
What are your criteria/important points when choosing your "Outdoor wear"/"Casual wear"?
Q9.
（OA)
1) Criteria/important points when choosing clothes
Examples: Look clean　/　Comfortable to wear　/　Conspicuous colors used, etc.
How frequently do you eat your dinner at home?（SA)
1. Almost every day
2. More than 5 times a week
3. 3-4 times a week
1.Outdoor wear
（SA)
3. With all the family members I live with
4. With friends or colleagues from work
5. Others　（　）
2.Casual wear
Q3.
5.Catering
6.Other （　）
With whom do you usually eat your dinner?
1. No one (alone by myself)
2 .With my spouse
1.Outdoor wear
（SA)
（SA)
4 .2-3 times a week
7.Other （　）
5. Only on weekends/holidays
6. I almost never eat dinner at home.
2.Casual wear
Q10.
【Regarding photographed accessories】
Q4.
Why do you like these accessories?
1) Brand & product
Ex)"PORTER" wallet
（OA)
Please tell us anything that you think important about your meals from the followings.
Circle all that apply.
5. I try to cook meals myself when I can.
2. I try not to take too many calories 6. I try to make the taste as my family prefers.
3. I try to choose clean food shops. 7. I try to cook many kinds of meals.
4. I pay attention to salt/sugar.
8. I try to eat meals together with family/friends.
1. I pay attention to nutritional balance.
2) Reason
Easy to use as it has many credit card slots.
（MA)
9. Origin of product/ingredients
10. Dishes/table coordination
11. Food expenses
12. Eating regularly
13.Other （　）
("PORTER" is the brand name of a Japanese bag manufacturer.)
Q5.
【4. Your refrigerator】
How much money do you spend for your clothes, underwear and accessories?
（Approximate amount of money per month）
Unit:US$
1）Less than 2）HK$25-85 3）HK$85HK$25
250
4）HK$250-400
5）HK$400 850
（SA)
Q11.
1. Vegetables
2. Fruits
3. Seasonings
4. Eggs
What sort of information source do you usually refer to when you consider buying clothes/underwear/accessories?
（MA) Q12.
1）TV
A.Clothes
B.Underwear
C.Accessories
2）
Magazine
3）
4）Internet
Celebrities
（MA)
6）More than
HK$850
A.Clothes
B.Underwear
C.Accessories
Q6.
What are the foods/products you always keep in the refrigerator?
Please let us know about non-food items such as medicine and cosmetics, too.
5）Displays 6）Friends/
7）Others
at the stores Acquaintances
（　）
（　）
（　）
5. Prepared foods
6. Grain/cereals
7. Dairy products （cheese, yogurt, etc.)
8. Milk
9. Water
10. Soft drinks
11. Liquor/alcoholic drinks
12. Others （　）
Is there anything you would like to improve about your refrigerator?
1. Not good cooling/temperature setting not good
2. Partitions in the drawers are not good.
3. Door doesn't close perfectly.
4. Food odor remains inside
5. It gets frosted easily.
6. Freezer is too small.
7. Door is heavy.
8. Other （　）
（MA)
■ Survey Items (photo diary): Consciousness Survey
Q7. Please tell us the type of residence you live in now from among the following.
＜Basic Demographics＞
Q1 Please let me confirm your gender. （SA）
1 Male
2 Female
Q2 Would you please tell me your age? （actual number)
years old
Avoid directly asking.
Interviewers to judge
Q3 Please let us know your occupation. （SA）
1
2
3
4
5
6
1.
2.
3.
4.
Own detached house
Rent detached house
Own condominium
Rent condominium
5.
6.
7.
8.
Rent a flat/apartment
Company/gov. housing
Own twin-house
Rent twin-house
9.
10.
11.
12.
Own town-house
Rent town-house
Own shop-house (row-house)
Rent shop-house (row-house)
Own twin-house
Rent twin-house
HDB 3 Rooms
Private Apartment /
Condominium
9.
10.
11.
12.
23.
Own town-house
Rent town-house
HDB 4 Rooms
Terrace / Semi
Detached / Bungalow
＜Singapore＞
Salaried white collar
Salaried blue collar
Corporate executive/Higher government or state-enterprise officer
Self-employed (professional)
Self-employed (commercial)
Agriculture/Fishery/Forestry
7 Not employed
（SA)
＜Thailand＞
1.
2.
3.
4.
21.
Own detached house
Rent detached house
Own condominium
Rent condominium
HDB 1 - 2 Room
5.
6.
7.
8.
22.
24.
HDB 5 Rooms / Executive
25.
Go to Q4
26.
＜Hong Kong＞
SQ1（For all respondents except "7. Not employed".)
Please tell us about your company's business partners (suppliers/customers). Which of the following best describes them? (SA)
1 Most of them are domestic
2 Some from overseas
3 Most of them from overseas
1.
2.
3.
4.
5.
7.
8.
Own detached house
Rent detached house
Own condominium
Rent condominium
Own twin-house
Rent twin-house
9.
10.
11.
12.
31.
32.
33.
34.
35.
Own town-house
Rent town-house
Own “Public Rental Housing” flat (PRH)
Rent “Public Rental Housing” flat (PRH)
Own “House Ownership Scheme” (HOS) flat
Rent “Home Ownership Scheme” (HOS) flat
Company housing
Own detached house
Rent detached house
Own condominium
Rent condominium
5.
6.
7.
8.
Own twin-house
Rent twin-house
SQ　（If your company has business relationships with overseas companies）
With which country do you have business transactions?（MA)
＜India＞
1
2
3
4
5
U.S.A.
Europe
China (mainland)
Taiwan
Korea
6
7
8
9
10
Japan
Hong Kong
Malaysia
Indonesia
Philippines
11
12
13
14
15
Vietnam
Thailand
Singapore
India
None of the above
Your own country should be skipped, if it is turned on, it should be eliminated by logic.
Q4. Please let us know about your highest level of education.
1.　Jr. high school
2.　High school
3.　Vocational school
4.　Junior college
5.　University
6.　Graduate school
（SA)
1.
2.
3.
4.
8.Other　（　）
Q5 Please let us know the number of family members currently living with you (Actual number）
（Including yourself but only blood relatives）
persons
Q6 Please let us know the number of family members living together with you as shown below. (MA)
）persons
）persons
）persons
）persons
5.High school
6.Spouse
7.Parents （incl. step-parents）
8.Others
（　（　（　（　）persons
）persons
）persons
）persons
5. Longer than 10 years
Q9 Please tell us the number of rooms in your home (excluding bathroom & kitchen).
1. 1 room
2. 2 rooms
3. 3 rooms
4. 4 rooms
5. 5 rooms
6. 6 rooms
SA
7. 7 rooms
8. 8 rooms
9. 9 rooms or more
Q10 Do you have any maids living with you? （SA)
1 Yes
1.Infants （0-2 years old）（　2.Toddlers （3-6 years old）（　（　3.Primary school
（　4.Jr. high school
3. 3-5 years
4. 5-10 years
Own town-house
Rent town-house
（SA)
Q8 Please tell us how many years you have lived in your current residence.
1. Less than 1 year
2. 1-3 years
9.
10.
11.
12.
2 No
Q11 Please tell us the type of TV broadcasting that you can watch in your home. Circle all that apply. （MA)
1 Terrestrial TV
2 Cable TV
3 Satellite TV
4 Don't have a TV
Q12 What TV program genres do you like? Circle all that you like from the following.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
Melodrama
General drama
Folklore drama
Action drama
Japanese drama
Western drama
Korea drama
Chinese drama
Western movies
Chinese movies
Japanese movies
Domestic movies
Comedy
Quiz shows
Game shows
Q13 Do you usually play video games?
1 Yes
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
Information variety programs
Entertainment variety programs
Talk shows
Cartoons
Kids' programs　Domestic pop concerts
Music videos
Domestic country songs
Japanese pop
Foreign concerts
Art & cultural programs　Religious programs　News/news analysis
Education/seminar programs
Cooking/restaurant information
Family games
Nintendo
Nintendo (Portable type)
Sony PlayStation series
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
＜Singapore＞
English teaching programs
Interviews
Documentaries
Travel
Agricultural programs
Professional boxing
Soccer
Thai boxing (Muay Thai)
Golf
Motor sports
Basketball
Tennis
Other sports
Sports news
Reality programs
（SA)
2 No
SQ1　（For respondents who answered "1 Yes". ）
Please tell us about the type of video game consoles you usually play with.
1.
2.
3.
4.
（MA)
5.
6.
7.
8.
Go to Q14
Fast food chains
1.
McDonald's
2.
KFC
3.
Pizza Hut
4.
Burger King
5.
Subway
6.
Auntie Anne's
7.
Dunkin' Donut
8.
Mister Donut
9.
Haagen Dazs
10.
Baskin Robbins
11.
Dairy Queen
12.
Popeyes Chicken & Biscuits
13.
MOS Burger
14.
Carl's Jr
15.
Long John Silver's
16.
Wendy's International
17.
Taco Bell
18.
The Soup Spoon
19.
Ben & Jerry's
20.
Superdog
21.
Yoshinoya
（MA)
Wii
Xbox series
PSP
Mobile phone
9.
10.
11.
12.
PC
Other video game equipment
Other mobile game equipment
Others
Chain restaurants
Coffee shops
22.
Swensen's
51.
Starbucks
23.
Canelé Pâtisserie Chocolaterie
52.
The Coffee Bean & Tea Leaf
24.
Crystal Jade Kitchen
53.
Pacific Coffee Company
25.
Crystal Jade La Mian Xiao Long Bao
54.
BreadTalk Transit & Toast Box
26.
Crystal Jade Hong Kong Cafe
55.
Gloria Jean's Coffees
27.
Thai Express
56.
Coffee & Toast
28.
Xin Wang Hong Kong Café
57.
O'Brien's Irish Sandwich Bars
29.
Xin Wang Taiwan Café
59.
Cedele
30.
NYDC
60.
Killiney Café
31.
Waraku Japanese Casual Dining
61.
Ya Kun
32.
Pasta de Waraku
33.
Shokudo Japanese Restaurant
34.
Bakerzin
62.
Others (for all types)
35.
Dian Xiao Er
63.
None of them (for all types)
36.
Sakae Sushi / Hei Sushi
37.
Ichiban Boshi
38.
Jack's Place
39.
Sushi Tei
40.
Akashi Japanese
41.
HK Kim Gary
42.
Imperial Restaurant
43.
Jia Xiang Sarawak Kuching Kolo Mee
44.
Marché Restaurant
45.
Secret Recipe
46.
Soup Restaurant
47.
The Asian Kitchen
48.
Coca Restaurant
49.
Café Cartel
50.
Coffee Club
＜Hong Kong＞
Q14 Please tell us all the restaurants/fast food chains/coffee shops you used in the past 3 months from the following.
＜Thailand＞
Fast food chain
1.
McDonald's
2.
KFC
3.
Pizza Hut
4.
The Pizza Company
5.
Narai Pizzeria
6.
A&W
7.
Chester's Grill
8.
Burger King
9.
Subway
10.
Auntie & Ann
11.
Dunkin' Donut
12.
Mister Donut
13.
Haagen Dazs
14.
Swensen's
15.
Baskin Robbins
16.
Dairy Queen
17.
Buds
18.
The Cream and Fudge Factory
19.
Iberry
Chained restaurant
20.
MK Suki
21.
Coca Suki
22.
Canton Suki
23.
Suki Lai Lai
24.
Texas Suki
25.
Daidomon
26.
Jum Sab Hut
27.
Barbeque Plaza
28.
Little Home
29.
S&P
30.
See Fa
31.
Hachiban
32.
Fuji
33.
Oishi
34.
Oishi Ramen
35.
Shabushi
36.
13 Coins
37.
Sizzler
38.
Black Canyon
39.
Shanghai Xiao Long Bao
40.
Yayoi
41.
Sukishi
42.
Sakura
43.
Zen
44.
Chokdee Dimsum
45.
Santa Fe' Steak
46.
BKK Grill
47.
Mallika
（MA)
Coffee shop
48.
Starbucks
49.
Coffee World
50.
Au Bon Pain
51.
True Coffee
52.
Doi Tung
53.
Banrai Coffee
54.
Deliya
55.
Gateaux House
56.
In & Out
57.
Yamazaki
58.
Blue Cup
59.
60.
None of them
(for all types)
Fast food chain
1.
McDonald's
2.
KFC
3.
Pizza Hut
4.
Pizza-BOX
5.
Délifrance
6.
Gong Cha
7.
MIX
8.
Burger King
9.
Subway
10.
Auntie & Ann
11.
Yoshinoya
12.
Beard Papa Sweets
13.
Haagen Dazs
14.
XTC
15.
Come Buy
16.
MADO Ice Cream
17.
Mama Mia Gelato
18.
Auntie Anne's
19.
Apollo Ice Cream
20.
Hui Lau Shan Healthy Dessert
21.
Tea Time House
＜I di ＞
Chained restaurant
Coffee shop
22.
Tao Heung
56.
Starbucks
Saint's Alp Teahouse
23.
Little Sheep
57.
24.
Tanyoto Hotpot
58.
RBT
25.
Tak Hing Restaurant
59.
Simplylife Bakery Café
26.
Yau Gwat Hei Hotpot
60.
Italian Tomato Cafe Jr.
27.
Genki Sushi
61.
Caffe Habitu
28.
WATAMI
62.
Pacific Coffee
29.
Ajisen Ramen
63.
Mian Café
30.
G.Sushi
64.
UCC Coffee Shop
31.
Itamae Sushi
65.
Honolulu Coffee Shop
32.
Satay King
66.
Charlie Brown Café
33.
Café de Coral
67.
Pokka Cafe
34.
Fairwood
68.
35.
Maxim's Restaurant
69.
None of them (for all types)
36.
Ocean Empire Food Shop
37.
Yue Mic Ka
38.
Shanghai Xiao Nan Guo Cuisine
39.
Crystal Jade
40.
California Pizza Kitchen
41.
Oliver's Super Sandwiches
42.
Tsui Wah Restaurant
43.
Iccho Japanese Restaurant
44.
Steak Expert
45.
Yee Shun Dairy Company
46.
Nam Kee Spring Roll Noodle
47.
Eat Together
48.
Sim Sum King
49.
Din Tai Fung
50.
Garden Restaurant
51.
Dan Ryan's Chicago Grill
52.
Ruby Tuesday
53.
Yuet Hing Yuen Vietnamese Restaurant
54.
Spaghetti House
55.
Simply Thai
■Survey Items (photo diary): Consciousness Survey
Q15 Please tell us all the supermarkets/convenience stores/specialty stores/department stores/hypermarts/discount stores, etc.
you used in the past 3 months from the following. （MA)
＜Hong Kong＞
Shopping center/Mall
1. Allied Plaza
2. Amoy Plaza
3. Apm
4. Causeway Bay Plaza
5. Chater House
6. Citygate Outlets
7. Citylink Plaza
8. Cityplaza
9. CityWalk
10. Concord Square
11. Discovery Park
12. East Point City
13. Elements
14. EMAX
15. Festival Walk
16. Grand Central Plaza
17. Grand Century Place
18. Harbour City
19. Island Beverley
20. International Finance Centre
21. Kwai Chung Plaza
22. The Landmark
23. Langham Place
24. Ma On Shan Plaza
25. Maritime Square
26. MegaBox
27. Metro City
28. Metroplaza
29. Metro Town
30. Nan Fung Centre
31. New Town Plaza
32. Ocean Terminal
33. Olympian City
34. Pacific Place
35. Pioneer Centre
36. Plaza Hollywood
37. Prince's Building
38. Sha Tin Plaza
39. Sino Centre
40. Sin Tat Plaza
41. SkyMart
42. Skyline Plaza
43. Sogo Hong Kong
44. Sunshine City Plaza
45. Tai Po Mega Mall
46. Telford Plaza
47. The In Square
48. The Sun Arcade
49. Time Plus
50. Times Square
51. Tsuen Wan Plaza
52. Tuen Mun Town Plaza
53. Whampoa
54. WTC More
55. YOHO Town
Department store
56. APiTA
57. CRC Department Store
59. Citistore
60. c!ty'super
61. Harvey Nichols
62. JUSCO
63. Lane Crawford
64. LOG-ON
65. Marks & Spencer
66. Seibu Department Stores
67. Sincere
68. Sogo
69. Wing On
Convenience store
70. Watsons
71. Mannings
72. Seven Eleven
73. Circle K
74. Vango
Supermarket
75. Wellcome
76. PARKnSHOP
77. Vanguard
78. DCH Food Mart
79. TASTE
80. GREAT
81. MARKETPLACE
82. YU KEE
83. Kai Bo Food Supermarket
Hyper mart/ Discount store
84. PARKnSHOP Megastore
Special stores
85. G.O.D
86. IKEA
87. Golden Computer
Centre and Golden
Computer Arcade
88. None of them (for all types)
＜Singapore＞
1. Suntec City Mall
2. Forum The Shopping Mall
3. Scotts Shopping Centre
4. CityLink Mall
5. Tampines Mall
6. West Mall
7. Hougang Mall
8. Anchorpoint Shopping Centre
9. Bugis Junction
10. Cathay Cineleisure Orchard
11. Causeway Point
12. The Central
13. CentrePoint
14. City Square Mall
15. Compass Point Shopping Centre
16. East Point Mall
17. Far East Plaza
18. Junction 8 Shopping Centre
19. Jurong Point Shopping Mall
20. Liang Court
21. Lot One
22. Lucky Plaza
23. Marina Square
24. Millenia Walk
25. Ngee Ann City
26. Takashimaya Shopping Centre
27. Tampines 1
28. Century Square
29. Tiong Bahru Plaza
30. United Square Shopping Mall
31. VivoCity
32. Novena Square Shopping Mall
33. Wheelock Place
34. Wisma Atria
35. Parkway Parade
36. The Paragon
37. Plaza Singapura
38. Raffles City
39. Queensway Shopping Centre
40. ION Orchard
41. IMM Shopping Mall
42. Great World City
43. HarbourFront Centre
44.
45.
46.
47.
People's Park Centre
Illuma
West Coast Plaza
Northpoint Shopping Centre
Department store
48. BHG
49. Tangs
50. Isetan
51. Metro
52. Mustafa Centre
53. OG
54. Robinsons
55. John Little
56. Marks & Spencer
57. Takashimaya
Convenience store
58. 7-Eleven
59. Cheers
60. Cheers @ Esso
61. FairPrice Xpress
62. Choices @ SPC
63. Star Mart @ Caltex
Supermarket
64. NTUC Fairprice
65. FairPrice Finest
66. FairPrice Xtra
67. Shop N Save
68. Sheng Siong
69. Cold Storage
70. CS Specialty
71. Meidi-Ya
72. Market Place
73. Tierney's
74. Carrefour
75. Giant
Special stores
76. Challenger
77. Harvey Norman
78. Best Denki
79. Courts
＜Thailand＞
1. Gaysorn Plaza
2. Central Plaza Ratchada-Rama 3
3. Central Plaza Lad Phrao
4. Central Plaza Pinklao
5. Central Plaza Ram Intra
6. Central Plaza Rama 2
7. Central City Bang Na
8. Center One
9. City Pratu Nam
10. Seacon Square
11. Zear Rangsit
12. The Emporium
13. The Old Siam Plaza
14. The Mall Ngam Wong Wan
15. The Mall Bangkapi
16. The Mall Bangkae
17. Bai Yok
18. Bo Be Plaza
19. Peninsula Plaza
20. Pantip Plaza
21. Future Park Rangsit
22. Future Park Bang Kae
23. Fortune Town
24. Fashion Island
25. Ma Boon Krong
26. Central World Plaza (Worldtrade)
27. J Avenue
28. JJ Mall
29. Siam Discovery
30. Siam Center
31. Siam Paragon
32. Silom Complex
33. Seri Center
34. The Crystal
35. The Platinum
36. Pratunam Center
37. Esplanas
38. Metro Mall
39. Union Mall
40. Kad Suan Kaew Plaza
41. Vogue
42. Sap Sin Plaza
43. Lee Garden Plaza
Department store
44. Siam Jusco
45. Central
46. Zen
47. Amarin Plaza
48. The Mall
49. Tang Hua Seng
50. Robinson
51. Isetan
52. Imperial World
53. Pata
54. Sentosa
55. Oasis Plaza
56. Diana
57. Expo
58. Ocean
Convenience store
59. Watson
60. Boots
61. Seven Eleven
62. Family Mart
63. Suria (Petronas)
64. Lemongreen (Bangchak)
65. Tiger Food Mart (Esso)
66. Select (Shell)
67. Jiffy Shop (PTT)
68. Star Mart (Caltex)
69. D-Mart
70. Lotus Express
71. 108 Shop
72. V-Shop
73. Tops Daily
Supermarket
74. Foodland
75. Villa Market
76. Tops
77. Marketplace
78. Sunny Supermarket
79. Rim Ping Supermarket
80. Home Fresh Mart
＜Overall Lifestyle/Behavior＞
Q16 Please tell us all the products/services you have at your home from the following. （MA)
1
2
3
4
5
6
7
8
9
10
11
81. Carrefour
82. Lotus
83. Makro
84. Big C
Special stores
85. Homework
86. Homepro
87. Index Living Mall
88. Power Buy
89. IT City
PC
Printer
LCD/Plasma TV/LED TV
DVD player (playback only)
DVR
Refrigerator
Washing machine
Microwave oven
Vacuum cleaner
Air-conditioner
Digital camera
16
17
18
19
20
21
22
23
24
25
26
Video game console (non-portable)
Portable/mobile video game console
Bicycle
Motorcycle/scooter
Car for private use
Toilet （sanitary ware）
Bathtub
System kitchen
Electric cooking device
Dishwasher
Air purifier
30
31
32
33
34
35
36
37
38
39
40
Living room furniture
Dining room furniture
Closet
Ventilation fan
Camping gear
Massage chair
Disaster/emergency equipment
Paintings
Sports gym membership
Golf club set
PC software
12 Digital camcorder
27 FAX machine
41 Pay TV
13 Mobile phone
14 Stereo
15 Digital audio player
（Mobile audio player）
28 Security system
29 Water purifier
42 None of the above
Q17 Please tell us which of the following that you would like to purchase new or purchase to replace existing products at your home in the next 1-2 years.
Circle all that apply. （MA)
1
2
3
4
5
6
7
8
9
10
11
PC
Printer
LCD/Plasma TV/LED TV
DVD player (playback only)
DVR
Refrigerator
Washing machine
Microwave oven
Vacuum cleaner
Air-conditioner
Digital camera
16
17
18
19
20
21
22
23
24
25
26
Video game console (non-portable)
Portable/mobile video game console
Bicycle
Motorcycle/scooter
Car for private use
Toilet （sanitary ware）
Bathtub
System kitchen
Electric cooking device
Dishwasher
Air purifier
30
31
32
33
34
35
36
37
38
39
40
Living room furniture
Dining room furniture
Closet
Ventilation fan
Camping gear
Massage chair
Disaster/emergency equipment
Paintings
Sports gym membership
Golf club set
PC software
12 Digital camcorder
27 FAX machine
41 Pay TV
13 Mobile phone
14 Stereo
15 Digital audio player
（Mobile audio player）
28 Security system
29 Water purifier
＜India＞
1. R-Mall
2. Inorbit Shopping Mall
3. Hypercity Mall
4. Atria Mall
5. Subo central
6. Phoenix Mall
7. City Mall
8. Center One
9. V Mall
10. CR2 Mall
Department store
11. Akbarallys Co
12. Apna Bazar Co Op Dept Stores
13. Asiatic Department Store
14. Benzer
15. Cash N Carry Supermarket
16. Eternia
17. KBN
18. Saga
19. Wills Lifestyle
20. Shopper's stop
Convenience store
21. Apna Bazaar
Supermarket
22. Big Bazaar
23. D-Mart
24. Nature's Basket
25. Spencer's
26. Reliance
27. Dollar Store
28. Best Value
29. LootMart
Q18 Please let us know if you are interested in the following or not.
Circle all that interest you. （MA)
1
2
3
4
My country's politics/administration/dip
Local politics/my city's politics/administ
Corporate business climate
Stock market status
5
6
7
8
Daily currency exchange rate
Employment/labor issues
Land/housing conditions
Educational issues
＜To understand social recognition＞
9 Food-related issues
10 Social infrastructure development such as
local roadways/railways, etc.
11 Nature/environmental issues
Q19 Please tell us how much the following statements apply to you.
Please tell us the number that is closest to how you feel. （SA）
＜To understand sense of values toward life and way of thinking＞
1. Agree
strongly
(1)
(2)
(3)
(4)
(5)
(6)
(7)
(8)
(9)
(10)
(11)
(12)
(13)
(14)
(15)
(16)
(17)
(18)
(19)
(20)
(21)
(22)
(23)
(24)
(25)
(26)
(27)
(28)
(29)
(30)
(31)
(32)
(33)
(34)
(35)
I think I am patriotic.
I am interested in information about foreign countries.
I have studied abroad.
I travel to overseas countries at least once a year.
I am interested in information on many topics.
I am good at conveying various information to others.
Internet is essential to my life.
I think IT (information technology) makes our life affluent.
I rather like shopping.
I am interested in new products.
I often buy things on internet shopping sites.
I prefer foreign brands than domestic brands.
I am very interested in the natural environment of the Earth.
I do all kinds of things to do recycling and to protect the environment on a day-t
I pay attention to save energy in my daily life.
I am very interested in health.
I pay attention to sterilization and disinfection.
I pay attention to the safety of food.
I always check out the latest movies.
I am interested in music charts/rankings information.
I rather pay attention to the clothes that I wear.
I spend money for the clothes I wear.
I pay attention to my beautification such as my skin and shape.
I know many gourmet restaurants.
I use good foodstuffs even if the price is a little expensive.
I often eat out.
I am picky about cars.
I would like to ride an environmentally friendly car.
I am always interested in automobile information.
Cars are essential for my life.
I save money for the future.
I prefer to spend money to enjoy my current life.
I am interested in asset management.
I think my current revenue and savings are enough.
When I give presents, I'd rather give good ones even if the price is high.
Q20 Hereafter, how would you like to enrich your life?
From the following, please select up to 3 items. （3MA)
1
2
3
4
5
6
7
8
9
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
3. Don't
2. Agree
agree so
somewhat
much
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
Q21 Please let us know the countries that you would like to visit in the future.
4. Don't
agree at all
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
＜To understand the direction of future life fulfillment.＞
Economy-related matters such as revenue/savings
Jobs （getting employment/changing jobs/upgrading skills, etc.
Child raising/education
Learning （including adult schools）
Getting qualifications
Sports (yoga, karate, tennis, golf, etc.)
Homes （location, roominess/space, types of housing, etc.）
Living comfort （furniture, interior, equipment, etc.）
Electric home appliances （TV, air-conditioner, refrigerator, etc.）
10
11
12
13
14
15
16
17
Health
Hygienic issues
Foodstuff safety/quality
Clothes/accessories
Insurance
Contributing to society/volunteer work, etc.
Others （　）
Nothing in particular
SQ． Next, please rank the items selected according to what you want to improve. （SA)
1st thing you like to improve
2nd thing you like to improve
3rd thing you like to improve
（Enter the number from Q12）
1
2
3
4
5
6
7
8
9
10
Hawaii
Guam/Saipan
U.S.A.
Canada
Caribbean area
Germany
France
U.K.
Italy
Spain
11
12
13
14
15
16
17
18
19
20
（MA)
Switzerland/Austria
Greece
Russia
Northern Europe
Australia/New Zealand
Korea
Taiwan
Hong Kong
China
Thailand
21
22
24
25
26
27
28
29
30
India
Singapore
Malaysia
Indonesia
Philippines
Africa
Middle east countries
Others
Don't know/Not available here
＜Ownership of and Desire to Purchase Foreign Brand Products＞
Q22 Do you have foreign brand products? （Do you use foreign brand products?）（SA)
1 Yes
2 No
Q23へ
SQ1　（To respondents who answered "Yes" above.）
Then, what sort of products do you have? Please circle all that apply from the following.
1
3
5
7
9
SQ2　（To respondents who answered "Yes" above.）
Then, which country's products do you have? Please circle all that apply from the following.
1
2
3
4
5
U.S.A.
European countries
Korea
Japan
Others （　）
Q23 Are there any foreign products that you want? （SA)
1 Yes
(MA)
PC, printer
2 TV
Camera, digital camera
4 Other electric home appliances
Car
6 Motorcycle
Clothes, other fashion
8 Video game console/game software
Others （Specify:　）
2 No
Go to Q24
SQ　（To respondents who answered "Yes" above）Then, what is the one product that you want the most?
(MA)
＜Recognition and Actual Status of Japan - 1＞
＜Recognition and Actual Status of Japan - 2＞
Q24 What sort of impression do you have of "Japan"?
Please tell us if the following words describe what your impression of "Japan" is. Circle all that apply. （MA)
Q27 Do you know the following words? Please let us know all the ones you know from the following.
Also, please let us know all the words that you are interested in as well. （each MA)
（Reply from top to bottom）
1
2
3
4
5
6
7
8
9
10
11
12
13
Big
Prosperous
Wealthy
Clean
Friendly
Reliable
Thoughtful
Polite
Candid
Honest
Bright
Delicate
Flexible
14
15
16
17
18
19
20
21
22
23
24
25
26
Pretty
Cooperative
Kind
Hard-working
Modest
Entertaining
Unique
Rich in natural environment
Frequent natural disasters
Japan has leisure facilities/theme parks.
Japan has many festivals/events.
Commodity prices are high.
Easy to do shopping/Shopping is enjoyable.
27
28
29
30
31
32
33
34
35
36
37
38
Transportation is convenient.
No problem communicating in English
Food tastes good.
Has a lot of cultural/art facilities.
Has many historical buildings.
We can enjoy sports in Japan.
Good security/safe
Rich international flavor
Always developing
Energetic
Respects traditional culture
Nothing enumerated here fits my impression
1
2
3
4
5
6
7
8
9
10
Kawaii　Fashion
Maid　café
Otaku
Akihabara
Mt. Fuji
Doraemon
Pocket Monster
Takoyaki
Karate
Daiso
1 Yes
Reliable
Quality is good
Environmentally friendly
User-friendly
Products are durable.
Convenient
Multi-functional
Design is good.
Cost performance is good.
Modern
Suit my tastes
Major market share
Cutting-edge
High technology
Unique and distinctive
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
High-class
Expensive
Economical
Mass appeal
Pretty/cute
Good-looking
Stylish
Gorgeous
Soothing/relaxing
Sophisticated
Detailed
Intelligent/smart
Carry status
Can get rest assured/Safe
Make favorable impressions
31 Recognized worldwide
32 Hard-working/highly educated
33 Others
（Specify:　）
34 Nothing in particular
2 No
1
2
3
4
5
6
7
Towns/sightseeing places
History
Economic status
Politics/politicians
Customs
Cooking/foodstuffs
Singers/celebrities
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Novels, books
Movies
TV programs (drama, variety programs, etc.)
Magazines
Animation/cartoons
Characters
Games (including video game consoles)
Electric home appliances
Cars
Daily commodities (toiletries, foodstuffs, etc.)
Cosmetics
Fashion
General merchandise（home linens, stationery)
Others （Specify:　）
None of the above
Go to Q27
SQ　（To respondents who answered any of the above except "None of the above".）
From where do you often get your information aboutJapan?
Please tell us your information sources from the following. Circle all that apply. （MA)
１.Terrestrial TV
2.Cable TV/Satellite TV
3.Radio
4.Newspaper
5.Magazine
9.Samples （for trial use）
6.Internet
10.Word of mouth/recommendation by friends
7.Inserts/Ad leaflets
11.Others
8.At the shop/Salesman recommend 12.Unknown
1
2
3
4
5
6
7
8
9
10
Go to Q29
8 Artists (novelists, musicians,
movie directors, etc.）
9 Literature such as novels
10 Athletes
11 Movies
12 Characters
13 Fashion
14 TV programs
15
16
17
18
19
Music
Animation/cartoons
Game (incl. game consoles)
Companies/brands
Products such as electric
home appliances and/or cars
20 Daily commodities
21 Others （　）
SQ2　（To respondents who circled any of "1. Towns/sightseeing places" through "21. Others" in SQ1)
(1) Please select the one in which you are most interested from the ones you selected in SQ1 and enter the number in the box below.
(2) Also, please answer freely about the reason why you are most interested in the one you selected in SQ2 (1).
Q26 Please tell us if there is anything you know even a little about Japan from the following. Circle all that apply.（MA)
Basic information （location, currency, language)
Sightseeing places （places of interest, historic sites
Places of natural beauty
Theme parks/leisure facilities/events
Popular spots (towns/areas/shops, etc.)
History
Traditional culture
Economic status
Political system
Politicians
Customs
Food (cooking, foodstuffs, etc.)
Singers/celebrities/actors/actresses
Artist (novelists, musicians, movie directors, etc.）
Athletes
1
2
3
4
5
6
7
8
9
10
SQ1　（To respondents who answered "1 Yes".）
What kind of things are you interested in Japan? Please tell us all the items from the following. （MA)
(1)The one that you are
most interested
（Enter only one number）
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Interested
Q28 Are you interested in "Japan, Japanese products/services/culture"? （SA)
Q25 What sort of impression do you have of "Japanese products/services"?
Please tell us if the following words describe what your impression of "Japanese products/services" is. Circle all that apply. （MA)
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
I know
(2)Reason why
Q29 Have you ever been to Japan? （SA)
1 Yes
2 No
Go to Q31
SQ　（To respondents who answered "1 Yes"）　Please tell us the purpose of your visit. Please answer all that apply.（MA)
1
2
3
4
Business
Sightseeing
Other personal matters
Other （Specify:　）
Q30 Would you like to go to Japan (again)? （SA)
1 Yes
2 No
Go to Q31
SQ　（To the respondents who answered "1 Yes" in Q30） Please tell us all the reasons you would like to visit from the following.（MA)
1
2
3
4
I'd like to go sightseeing
I'd like to study in Japan.
I'd like to work in Japan.
I'd like to go shopping in Japan.
5 Others
（Specify:　）
6 No specific reason
Q31 Please tell us the Japanese entertainment content you purchased or experienced within the past 3 months. (1 title for each)
1. Games
1) Experienced?
1. Yes 2. No
（SA)
2) How did you purchase/experience it?
１. At the store, 2. Mobile phone, 3. Internet, 4. Others （　)
2.Animation
1. Yes 2. No
１.TV, 2. DVD, 3. Internet, 4. Others （　)
3.TV programs
1. Yes 2. No
１.TV, 2. DVD, 3. Internet, 4. Others （　)
4.Music
1. Yes 2. No
１.TV, 2. Radio, 3. Internet, 4. Mobile phone, 5. CD/DVD, 6. Others (　)
5.Movies
1. Yes 2. No
１.TV, 2 .Movie theater, 3. Internet, 4. DVD、5 .Others （　)
6.Magazines
1. Yes 2. No
7.Others （　）
1. Yes 2. No
Specify：
Thank you!
FGI

Report of the 2010 Industrial Advancement Promotion Project to

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