JETRO FMCG monitoring test Report - Executive Summary - March, 2011

Transcription

1 JETRO FMCG monitoring test Report - Executive Summary - March, 2011

2 Research Design Objective: The survey is designed to know the acceptability and evaluation of Japanese products sold in 'Japan Mela' held in Delhi, Mumbai, Chennai and Bangalore (25th November 31st December, The survey will be contribute to the useful reference for make sales and marketing strategies of Japanese products. Target Cities: Delhi, Mumbai, Chennai and Bangalore Method: Quantitative (In-Shop + FGI) + Focus Group Interview Target Criteria Quantitative (In-Shop) : Big Bazzar customers Focus Group Interview: MHI = 25,000 Rs.+, Middle and Upper class, y/o Sample Size and Quota Quantitative (In-Shop) : :Targeted 100s per SKU per city, totally 400s Focus Group Interview :10 groups X 4 cities FW schedule 26th November 27th December, 2010 (During Japan Mela) Researched by: Market X-cel Data Matrix Pvt. / Infobridge Marketing and Promotions, Co., LTD 2

3 Evaluation of Food Products

4 FOOD: Summary Taste evaluation The results of the food taste evaluation varied significantly by city. Acceptability was high in Delhi and Mumbai, but not as high in Chennai and Bangalore. The comparatively high marks obtained in Delhi and Mumbai, two major economical and political centres in India, are considered to be attributable to the fact that these two cities have some Japanese restaurants and stores selling Japanese foodstuffs, so people have got to know Japanese foods and cuisine, although the number of these restaurants and stores is small, and that an atmosphere in which people are open to new things exists in the city. The most preferred tastes were those that maintained the flavour of the raw ingredients, had a pleasant aroma, were well seasoned with salt etc., and were not black or dark in colour. However, strongly reflecting their spice culture, many respondents answered that a spicier taste would be preferable. In terms of foodstuffs and seasonings such as wasabi they are not familiar with, their preference was divided. Evaluation of aspects other than taste Compared to the results of the taste evaluation, the packages and quality gained relatively high marks, and the differences between cities were small. The packages themselves were highly regarded because of their conspicuous, vivid colours, pictures and illustrations of the ingredients, transparency, etc. Visible contents are expected. Another aspect for positive evaluation was that the contents were described using easy-tounderstand language. Purchase intention The results of the taste evaluation and purchase intention showed a correlation. and instant noodles (packed) that gained comparatively high marks in the taste evaluation also recorded a high purchase intention. Among the four cities, both the taste evaluation results and purchase intention were highest in Delhi and lowest in Chennai. Although the purchase intention was almost as high as the taste evaluation results in Delhi, the purchase intention was lower than the taste evaluation in the other three cities, which seems to show stronger resistance to the purchase of Japanese foods in these cities than in Delhi. 4

5 Taste Evaluation: Ranking by Category The taste evaluation by category is shown below. The survey was carried out on the basis of a five-stage evaluation, where scores of +2 points to -2 points were given to the results in descending order (from 'I like it very much' to 'I don t like it at all'), and the average score was calculated. The overall score of all the foods was 0.96 points. Each food gained a score of around 1.00 point, which is comparatively high. received the highest number of points among the foods with 1.09, followed by seasoning and instant noodles with 1.05 each. However, instant soup (miso soup) and frozen (frozen Japanese foods) gained lower scores than the above three categories. The reason is likely to be that these two categories are somewhat unfamiliar to people in India. In FGI, the following good aspects and aspects to be improved were identified. Even when foodstuffs have a taste and aroma that is unfamiliar to Indian people, if the appropriate explanation is provided about the foodstuffs and their production method, acceptability increases. Well-received aspects The taste of the raw ingredients has been properly maintained. Well seasoned with salt etc. Good aroma No acridity or sourness The colour is light, not black nor dark The noodles are thin (instant noodles) Aspects to be improved Not spicy enough Sweet seasoned (they are not used to the Japanese salty-sweet taste) The soup is watery; thicker soup is preferable (instant noodles, instant soup) The noodles are long and difficult to eat (instant noodles) Unfamiliar aroma and taste (bitterness etc.) Total (n=6721) (n=1621) (n=859) (n=1704) (n=1701) (n=836) Five stage evaluation is totaled as follows. 'I like it very much' = 2 Point 'I somewhat like it' = 1 Point 'Can t say either way' = 0 Point 'I don t like it so much' = -1 Point 'I don t like it at all' = -2 Point 5

6 Taste Evaluation: Ranking by City The taste evaluation ranking of overall foods by city is shown below. Delhi scored the highest at 1.52 points, followed by Mumbai at 1.20 points. Bangalore and Chennai scored far lower than the former two cities, at 0.61 and 0.56 points respectively. Delhi and Mumbai are two major cities in India, so they offer numerous opportunities to get to know Japanese foods, which is considered to have been the cause of the high scores Total (n=6721) 0.96 Delhi Total (n=1792) 1.52 Mumbai Total (n=1383) 1.20 Bangalore Total (n=1780) Chennai Total (n=1766) Five stage evaluation is totaled as follows. 'I like it very much' = 2 Point 'I somewhat like it' = 1 Point 'Can t say either way' = 0 Point 'I don t like it so much' = -1 Point 'I don t like it at all' = -2 Point 6

7 Taste Evaluation: Ranking by Category for each city The taste evaluation ranking by category for each city is shown below. The high scores given to instant noodles, chips, and seasoning were common to the four cities. The score obtained by seasoning in Mumbai was notably high. and frozen were not highly regarded in any of the four cities. Delhi Chennai Delhi Total (n=1792) (n=470) (n=431) Chennai Total (n=1766) (n=415) (n=432) (n=200) (n=466) (n=225) (n=242) (n=451) (n=226) Mumbai Bangalore Mumbai Total (n=1383) (n=194) (n=337) (n=349) (n=159) (n=344) Bangalore Total (n=1780) (n=453) (n=438) (n=223) (n=226) (n=440) Five stage evaluation is totaled as follows. 'I like it very much' = 2 Point 'I somewhat like it' = 1 Point 'Can t say either way' = 0 Point 'I don t like it so much' = -1 Point 'I don t like it at all' = -2 Point 7

8 Product Evaluation Package design; Ranking by Category The package design ranking by category is shown below. The survey was carried out on the basis of a five-stage evaluation, where scores of +4 points ('Excellent') to 0 points ('Poor' ) were given to the results in descending order, and the average score was calculated. The overall score of all the foods was 2.74 points, and all the foods received more than 2.5 points. s scored the highest number of points among the food categories with 2.88, followed by chips at almost the same level, with 2.86 respectively. In terms of package design, instant soup received the lowest score with 2.52 points. In FGI, the following good aspects and aspects to be improved were identified. Well-received aspects Conspicuous colours and vivid colours are used Pictures/illustrations of ingredients are used; or a transparent package through which the contents can be seen is used The product name is easy to see (Product names that were easy to pronounce also received high marks.) The content is indicated in an easy-to-understand language such as English It is a sufficient size for a family (volume/number of packs in one package) Aspects to be improved White package (strongly associated with non-foods such as medicines) The content cannot be seen Materials that do not break easily, such as plastic, are preferable to glass It would be good if a small size was available for trial use (seasoning) The cooking method described in Japanese cannot be Copyright understood JETRO. All right reserved. Total (n=6721) (n=1704) (n=1621) (n=859) (n=836) (n=1701) Five stage evaluation is totaled as follows. 'Excellent' = 4 Point 'Very good' = 3 Point 'Good' = 2 Point 'Fair' = 1 Point 'Poor' = 0 Point

9 Product Evaluation Package design; Ranking by Category for each city The package design ranking by category for each city is shown below., which scored high points overall in all four cities, was placed slightly lower in Delhi, with fewer points than seasoning. obtained a comparatively high score in Mumbai. Delhi Chennai Delhi Total (n=1792) (n=200) (n=470) Chennai Total (n=1766) (n=415) (n=432) (n=431) (n=466) (n=225) (n=242) (n=451) (n=226) Mumbai Bangalore Mumbai Total (n=1383) (n=194) (n=349) (n=337) (n=159) (n=344) Bangalore Total (n=1780) (n=438) (n=453) (n=226) (n=223) (n=440) Five stage evaluation is totaled as follows. 'Excellent' = 4 Point 'Very good' = 3 Point 'Good' = 2 Point 'Fair' = 1 Point 'Poor' = 0 Point 9

10 Product Evaluation - Product name; Ranking by Category Points scored by product name by category are shown below. The overall number of points scored by all the foods was s scored the highest among the food categories with 2.61 points, closely followed by chips and seasoning with 2.60 and 2.56 points respectively. In terms of product name, frozen scored the lowest with 2.32 points, which is considered to be attributable to the fact that the product name was written in Japanese and that the taste of the frozen Japanese food was unfamiliar to Indian people. Total (n=6721) 2.51 (n=1704) 2.61 (n=1621) 2.60 (n=859) 2.56 (n=1701) 2.41 (n=836) 2.32 Five stage evaluation is totaled as follows. 'Excellent' = 4 Point 'Very good' = 3 Point 'Good' = 2 Point 'Fair' = 1 Point 'Poor' = 0 Point 10

11 Product Evaluation Product name; Ranking by Category for each city The product name ranking by category for each city is shown below., which scored high points overall in all four cities, was ranked fourth in Delhi, where seasoning was ranked at the top. received low scores in all four cities. Delhi Chennai Delhi Total (n=1792) (n=200) (n=470) Chennai Total (n=1766) (n=415) (n=432) (n=466) (n=431) (n=225) (n=242) (n=451) (n=226) Mumbai Bangalore Mumbai Total (n=1383) (n=337) (n=349) (n=194) (n=344) (n=159) Bangalore Total (n=1780) (n=438) (n=453) (n=223) (n=226) (n=440) Five stage evaluation is totaled as follows. 'Excellent' = 4 Point 'Very good' = 3 Point 'Good' = 2 Point 'Fair' = 1 Point 'Poor' = 0 Point 11

12 Product Evaluation Volume (total); Ranking by Category The points for volume (total) by category are shown below. The overall number of points scored by all the foods was and instant noodles scored the highest number of points among the food categories with 2.44 points each, the reason for which seems to be that the portions of these products are similar to the size usually sold in India. In terms of volume (total), frozen scored far lower than the other categories with 2.09 points. In the group interview, several respondents noted that the size of frozen is good because it is appropriate for a family, but in the quantitative survey, it received fewer points than the other categories. Total (n=6721) 2.32 (n=859) 2.44 (n=1704) 2.44 (n=1621) 2.35 (n=1701) 2.24 (n=836) 2.09 Five stage evaluation is totaled as follows. 'Excellent' = 4 Point 'Very good' = 3 Point 'Good' = 2 Point 'Fair' = 1 Point 'Poor' = 0 Point 12

13 Product Evaluation Volume (total); Ranking by Category for each city The volume (total) ranking by category for each city is shown below., which scored high points overall in all four cities, was ranked top in Delhi and Mumbai, second in Bangalore, and third in Chennai. Delhi Chennai Delhi Total (n=1792) (n=200) (n=470) Chennai Total (n=1766) (n=415) (n=432) (n=431) (n=466) (n=225) (n=242) (n=226) (n=451) Mumbai Bangalore Mumbai Total (n=1383) (n=194) (n=337) (n=349) (n=159) (n=344) Bangalore Total (n=1780) (n=453) (n=223) (n=440) (n=438) (n=226) Five stage evaluation is totaled as follows. 'Excellent' = 4 Point 'Very good' = 3 Point 'Good' = 2 Point 'Fair' = 1 Point 'Poor' = 0 Point 13

14 Product Evaluation - Ingredients; Ranking by Category The points for ingredients by category are shown below. The overall number of points scored by all the foods was 2.42., instant noodles, and chips scored the highest number of points among the food categories. In terms of ingredients, frozen and instant soup scored far fewer points than the above three categories. The reason for the low scores for frozen and instant soup is considered to be the fact that these products are unfamiliar Japanese foods to people in India. Total (n=6721) 2.42 (n=859) 2.50 (n=1704) 2.49 (n=1621) 2.49 (n=836) 2.31 (n=1701) 2.29 Five stage evaluation is totaled as follows. 'Excellent' = 4 Point 'Very good' = 3 Point 'Good' = 2 Point 'Fair' = 1 Point 'Poor' = 0 Point 14

15 Product Evaluation Ingredients; Ranking by Category for each city The ingredients ranking by category for each city is shown below. The top three categories and the lowest two categories were common to all four cities. Delhi Chennai Delhi Total (n=1792) (n=200) (n=470) Chennai Total (n=1766) (n=415) (n=242) (n=431) (n=225) (n=466) (n=432) (n=226) (n=451) Mumbai Bangalore Mumbai Total (n=1383) (n=194) (n=337) (n=349) (n=159) (n=344) Bangalore Total (n=1780) (n=453) (n=438) (n=223) (n=440) (n=226) Five stage evaluation is totaled as follows. 'Excellent' = 4 Point 'Very good' = 3 Point 'Good' = 2 Point 'Fair' = 1 Point 'Poor' = 0 Point 15

16 Product Evaluation How to cook / use; Ranking by Category The points for how to cook by category are shown below. The overall number of points scored by all the foods was s scored the highest among the food categories with 2.41 points, which is probably attributable to the fact that Maggi and other brands have already made instant noodles popular in India. Total (n=4264) 2.33 (n=1704) 2.41 (n=1701) 2.29 (n=859) 2.26 (n=0) Non-question on Category (n=0) Five stage evaluation is totaled as follows. 'Excellent' = 4 Point 'Very good' = 3 Point 'Good' = 2 Point 'Fair' = 1 Point 'Poor' = 0 Point 16

17 Product Evaluation How to cook/use; Ranking by Category for each city The how to cook ranking by category for each city is shown below. s, which obtained a high score in the total for all four cities, ranked high in each city, but in Delhi, there was little difference between the points for the three product categories. Delhi Chennai Delhi Total (n=1136) (n=470) (n=200) Chennai Total (n=1125) (n=432) (n=451) (n=466) (n=0) (n=0) 2.15 (n=242) (n=0) (n=0) 2.03 Mumbai Bangalore Mumbai Total (n=887) (n=349) (n=194) (n=344) (n=0) (n=0) Non-question on Category Bangalore Total (n=1116) (n=453) (n=440) (n=223) (n=0) (n=0) Five stage evaluation is totaled as follows. 'Excellent' = 4 Point 'Very good' = 3 Point 'Good' = 2 Point 'Fair' = 1 Point 'Poor' = 0 Point 17

18 Product Evaluation Colour of the food itself; Ranking by Category The points for the colour of the food itself by category are shown below. The overall score for all the foods was 2.37 points. scored the highest among the food categories with 2.51 points, followed by instant noodles with 2.46 points and seasoning with 2.41 points. On the other hand, instant soup and frozen scored in the range of 2.2 points each, which is also probably attributable to the fact that the foodstuffs are unfamiliar. Total (n=6721) 2.37 (n=1621) 2.51 (n=1704) 2.46 (n=859) 2.41 (n=1701) 2.22 (n=836) 2.20 Five stage evaluation is totaled as follows. 'Excellent' = 4 Point 'Very good' = 3 Point 'Good' = 2 Point 'Fair' = 1 Point 'Poor' = 0 Point 18

19 Product Evaluation Colour of the food itself; Ranking by Category for each city The colour of the food itself ranking by category for each city is shown below. ranked top in three of the four cities, while seasoning ranked top in Mumbai. Delhi Chennai Delhi Total (n=1792) (n=470) (n=431) Chennai Total (n=1766) (n=415) (n=432) (n=466) (n=200) (n=225) (n=242) (n=226) (n=451) Mumbai Bangalore Mumbai Total (n=1383) (n=194) (n=337) (n=349) (n=159) (n=344) Bangalore Total (n=1780) (n=438) (n=453) (n=223) (n=226) (n=440) Five stage evaluation is totaled as follows. 'Excellent' = 4 Point 'Very good' = 3 Point 'Good' = 2 Point 'Fair' = 1 Point 'Poor' = 0 Point 19

20 Product Evaluation Flavour / aroma; Ranking by Category The points for flavour/aroma by category are shown below. The overall score for all the foods was 2.33 points. scored the highest among the food categories with 2.47 points, followed by seasoning and instant noodles with 2.41 points each. However, instant soup and frozen scored in the range of 2.1 points each. Total (n=6721) 2.33 (n=1621) 2.47 (n=859) 2.41 (n=1704) 2.41 (n=836) 2.17 (n=1701) 2.16 Five stage evaluation is totaled as follows. 'Excellent' = 4 Point 'Very good' = 3 Point 'Good' = 2 Point 'Fair' = 1 Point 'Poor' = 0 Point 20

21 Product Evaluation Flavour / aroma; Ranking by Category for each city The flavour/aroma ranking by category for each city is shown below. ranked top in Chennai and Bangalore, while seasoning ranked top in Delhi and Mumbai. Delhi Chennai Delhi Total (n=1792) (n=200) (n=470) Chennai Total (n=1766) (n=415) (n=432) (n=431) (n=466) (n=225) (n=242) (n=451) (n=226) Mumbai Bangalore Mumbai Total (n=1383) (n=194) (n=337) (n=349) (n=159) (n=344) Bangalore Total (n=1780) (n=438) (n=453) (n=223) (n=226) (n=440) Five stage evaluation is totaled as follows. 'Excellent' = 4 Point 'Very good' = 3 Point 'Good' = 2 Point 'Fair' = 1 Point 'Poor' = 0 Point 21

22 Purchase intention Score Purchase intention; Ranking by Category The graph on the left below shows the purchase intention by category. The total score for all the food categories was 0.56 points. Among the food categories, chips scored the highest with 0.65 points, closely followed by instant noodles with 0.64 points. Plotting the points for purchase intention and taste evaluation on the graph on the right below shows that a correlation exists between them. Total (n=5862) Instant noodle (n=1621) (n=1704) (n=1701) (n=836) (n=0) Five stage evaluation is totaled as follows. 'I would definitely like to buy it' = 2 Point 'I have some interest in buying it' = 1 Point 'Can t say either way' = 0 Point 'I am not that interested in buying it' = -1 Point 'I have no interest in buying it' = -2 Point Taste Score Non-question on Category 22

23 Purchase intention; Ranking by City The ranking of purchase intention for the foods by city is shown below. Delhi obtained an extremely high number of points with 1.46, followed by Bangalore with 0.47, while Chennai showed a slightly negative purchase intention with points. In comparison to taste evaluation, Delhi scored the highest in both taste evaluation and purchase intention among the four cities, while Mumbai showed a lower purchase intention compared to taste evaluation, and Chennai received the lowest score for both taste evaluation and purchase intention. Taste Purchase intention Total (n=6721) 0.96 Total (n=5862) 0.56 Delhi Total (n=1792) 1.52 Delhi Total (n=1592) 1.46 Mumbai Total (n=1383) 1.20 Bangalore Total (n=1557) 0.47 Bangalore Total (n=1780) 0.61 Mumbai Total (n=1189) 0.25 Chennai Total (n=1766) 0.56 Five stage evaluation is totaled as follows. 'I like it very much' = 2 Point 'I somewhat like it' = 1 Point 'Can t say either way' = 0 Point 'I don t like it so much' = -1 Point 'I don t like it at all' = -2 Point Chennai Total (n=1524) Five stage evaluation is totaled as follows. 'I would definitely like to buy it' = 2 Point 'I have some interest in buying it' = 1 Point 'Can t say either way' = 0 Point 'I am not that interested in buying it' = -1 Point 'I have no interest in buying it' = -2 Point 23

24 Purchase intention; Ranking by Category for each city The purchase intention ranking by category for each city is shown below. The category that scored the highest number of points for purchase intention differed by city. In Delhi and Bangalore, instant noodles topped chips, while in Mumbai, chips was ranked at the top. In Chennai, instant soup was ranked at the top, but its score was fairly low at 0.06 points. Delhi Chennai Delhi Total (n=1592) (n=470) (n=431) Chennai Total (n=1524) (n=451) (n=415) (n=466) (n=225) (n=0) (n=226) (n=432) (n=0) Mumbai Bangalore Mumbai Total (n=1189) (n=337) (n=349) (n=159) (n=344) (n=0) Bangalore Total (n=1557) (n=453) (n=438) (n=440) (n=226) (n=0) Five stage evaluation is totaled as follows. 'I would definitely like to buy it' = 2 Point 'I have some interest in buying it' = 1 Point 'Can t say either way' = 0 Point 'I am not that interested in buying it' = -1 Point 'I have no interest in buying it' = -2 Point Non-question on Category 24

25 Sales performance by category comparing purchase intention In a comparison between the sales quantity and the purchase intention points obtained by each product, 'Instant Soup' (miso soup) sold more than its position in the purchase intention ranking. While '' and '' belong to a product category that is already widely available on the Indian market, '' (miso soup) is available in a limited range of stores in India (only stores that stock Japanese food), which probably had a significant effect on the sales quantity. Sales quantity (number of SKUs sold) Purchase intention (n=1701) (n=1621) (n=1704) (n=0) 164 (n=836) 0.28 Five stage evaluation is totaled as follows. 'I would definitely like to buy it' = 2 Point 'I have some interest in buying it' = 1 Point 'Can t say either way' = 0 Point 'I am not that interested in buying it' = -1 Point 'I have no interest in buying it' = -2 Point Non-question on Category '' 25

26 Sales performance by category ; per city The following graphs show the sales quantity in each of the cities. The top seller, '', sold more in Chennai and Mumbai than in the other cities. In Chennai, in particular, its sales quantity was significantly higher than those of the other products. This is probably due to the fact that there are not many stores that stock Japanese food in Chennai. Delhi Chennai Total 1,898 Total 2,319 Instant Soup 723 Instant Soup Instant Noodle 543 Instant Noodle Mumbai Bangalore Total 2,542 Total 1,463 Instant Soup 958 Instant Noodle Instant Soup 555 Instant Noodle

27 Evaluation of Non-food Products

28 Non-FOOD: Summary Evaluation items All the products obtained high scores, especially in Mumbai. In particular, the three items 'Package design', 'Product design/colour', and 'Quality' were rated highly, which was common to all the products. Japanese products are associated with an image of high class, advanced technology, high quality, and high durability/longevity, and these images are considered to have had a significant influence on the high scores given to the products. In addition, the respondents had the opportunity to observe the quality and excellence of the products by touching their packages, viewing their appearance, and experiencing their convenience by actually using them. In terms of package and product design, high-class designs were especially highly regarded. Many people associate high-class design with high product quality, and thus tend to have a higher purchase intention. It was observed that the perceived affordable prices for such products were somewhat higher. Purchase intention Compared to the food products, the purchase intention for the non-food products was generally high. Toothbrushes scored the highest for purchase intention, but personal care products and pens (gel pens) also received high marks. The purchase intention differed by city, and was generally high in Delhi and Mumbai, but low in Chennai and Bangalore. This tendency was the same as that observed for taste evaluation, and among the four cities, the hurdle to be cleared for purchase is considered to be lower in Delhi and Mumbai, which are more open to new things. The products that ranked highly in terms of purchase intention also differed by city. In Delhi and Mumbai, where people generally have a high purchase intention, fashion items such as hair styling products (hair gel) and lip balm (chapstick) ranked high, while in Chennai and Bangalore, toothbrushes and pens (gel pens) ranked highly. Items that depended strongly on preference ranked highly in major cities. 28

29 Evaluation; Hair Styler * As the non-food products were quite diverse, the ranking by item that was carried out for foods was not performed, but a comparison by item was made for each product. The survey was carried out on the basis of a five-stage evaluation, where scores of +4 points ('Excellent') to 0 points ('Poor') were given to the results in descending order, and the average score was calculated. The same applies up to page 36. In terms of 'Hair Styler', 'Package design' scored the highest with 2.89 points, followed by 'Product design/colour' and 'Quality'. The results of the group interview also revealed that generally high scores were given to the package, including size and colour, and the fact that the products were made in Japan also contributed to the high scores. (n=1816) Package design Product design / colour Volume / Size Easy to use / write well / easy to install Quality Function / performance Product Colour / Colour variation Flavour / Flavour variation Five stage evaluation is totaled as follows. 'Excellent' = 4 Point 'Very good' = 3 Point 'Good' = 2 Point 'Fair' = 1 Point 'Poor' = 0 Point 29

30 Evaluation: Hair Styler by city The evaluation of 'Hair Styler' by city is shown below. Generally, the scores in Mumbai were high, with 'Package design', 'Product design/colour', 'Quality' and 'Flavour/flavour variation' in particular surpassing 3.1 points. The scores for' Product colour/colour variation' and 'Flavour/flavour variation' were high in Mumbai and Bangalore, but not as high in Chennai. Delhi(n=436) Mumbai(n=461) Chennai(n=501) Bangalore(n=418) Package design Product design / colour Volume / Size Easy to use / write well / easy to install Quality Function / performance Product Colour / Colour variation Flavour / Flavour variation

31 Evaluation: Lip balm In terms of 'Lip balm', 'Package design' scored the highest with 2.93 points, followed by 'Product design/colour' and 'Quality'. 'Volume/size' received the lowest score, but it was still above the 2.00 point level that denotes 'Good'. Highly regarded in the group interview were colour, cuteness, and a sense of high class of the products and packages. Bright, pop colour tones generally gained high marks. (n=1716) Package design Product design / colour Volume / Size Easy to use / write well / easy to install Quality Function / performance Product Colour / Colour variation Flavour / Flavour variation Five stage evaluation is totaled as follows. 'Excellent' = 4 Point 'Very good' = 3 Point 'Good' = 2 Point 'Fair' = 1 Point 'Poor' = 0 Point 31

32 Evaluation: Lip balm by city The evaluation of 'Lip balm' by city is shown below. Generally, scores in Mumbai were high, with 'Product design/colour', 'Quality', and 'Flavour/flavour variation' particularly high at around 3.2 points. On the other hand, scores in Chennai were generally low among the four cities, with 'Function/performance', 'Product colour/colour variation', and 'Flavour/flavour variation' obtaining scores of around 2.1 to 2.2 points. Delhi(n=451) Mumbai(n=441) Chennai(n=399) Bangalore(n=425) Package design Product design / colour Volume / Size Easy to use / write well / easy to install Quality Function / performance Product Colour / Colour variation Flavour / Flavour variation

33 Evaluation: Tooth brush In terms of 'Tooth brush', 'Package design' scored the highest with 2.82 points, followed by 'Product design/colour' and 'Quality' at almost equal levels. On the other hand, the scores for 'Function/performance' and 'Volume/size' were lower than those for the other items. In the group interview, design was also highly regarded, and this is attributed to the materials and forms of the products that provide a sense of high class. (n=1798) Package design 2.82 Product design / colour 2.65 Volume / Size Easy to use / write well / easy to install Quality Function / performance Product Colour / Colour variation Five stage evaluation is totaled as follows. 'Excellent' = 4 Point 'Very good' = 3 Point 'Good' = 2 Point 'Fair' = 1 Point 'Poor' = 0 Point 33

34 Evaluation: Tooth brush by city The evaluation of 'Tooth brush' by city is shown below. Generally, scores in Mumbai were high, with 'Product design/colour' and 'Quality' in particular obtaining high numbers of points. In Delhi, the score for 'Product design/colour', which gained a comparatively high number of points in other cities, was not as high compared to the other items. Delhi(n=481) Mumbai(n=478) Chennai(n=372) Bangalore(n=467) Package design Product design / colour Volume / Size Easy to use / write well / easy to install Quality Function / performance Product Colour / Colour variation

35 Evaluation: Pen In terms of 'Pen', 'Package design' and 'Product design/colour' obtained particularly high scores. 'Function/performance' ranked sixth among the seven items, but the original data suggested that opinions on this item were somewhat divided into 'Excellent' at 19.9% and 'Fair'/'Poor' at nearly 10%, which is considered to have been somewhat affected by the fact that various products exist within a wide price range. The group interview revealed that the respondents expected high quality from products made in Japan; therefore, it seems to be important to provide high quality products even if the prices are rather high. (n=1898) Package design 2.81 Product design / colour 2.79 Colour / tone of ink 2.70 Easy to use / write well / easy to install Quality Function / performance Product Colour / Colour variation Five stage evaluation is totaled as follows. 'Excellent' = 4 Point 'Very good' = 3 Point 'Good' = 2 Point 'Fair' = 1 Point 'Poor' = 0 Point 35

36 Evaluation: Pen by city The evaluation of 'Pen' by city is shown below. In Mumbai, 'Function/performance' obtained a high score with 3.17 points, while in the other cities, it scored around 2.3 to 2.5 points, showing a particularly large disparity among the evaluation results by city. Delhi(n=417) Mumbai(n=562) Chennai(n=511) Bangalore(n=408) Package design Product design / colour Colour / tone of ink Easy to use / write well / easy to install Quality Function / performance Product Colour / Colour variation

37 Evaluation: Curtain rail (Tension pole) In terms of 'Curtain rail (Tension pole)', 'Package design' scored the highest. The score for 'Easy to use/write well/easy to install' was also high. In the group interview, 'Curtain rail (Tension pole)' was also highly regarded as an epoch-making product that was easy to install and had never before been seen in India. On the other hand, the scores for 'Volume/size' and 'Product colour/colour variation' were not as high, and in the actual responses, 'Excellent' was only slightly above 10%. (n=477) Package design 2.84 Product design / colour 2.70 Volume / Size 2.50 Easy to use / write well / easy to install Quality Function / performance Product Colour / Colour variation Five stage evaluation is totaled as follows. 'Excellent' = 4 Point 'Very good' = 3 Point 'Good' = 2 Point 'Fair' = 1 Point 'Poor' = 0 Point 37

38 Evaluation: Curtain rail (Tension pole) by city The evaluation of 'Curtain rail (Tension pole)' by city is shown below. Generally, the scores in Delhi and Mumbai were high, while the scores in Chennai and Bangalore were comparatively low. In particular, 'Volume/size' obtained a low score in Chennai, with 2.26 points. As shown in the original responses in Mumbai, where the percentage of 'Excellent' was generally high, but 'Fair'/'Poor' also accounted for around 10%, the evaluation results were divided compared to the other cities. Delhi(n=104) Mumbai(n=113) Chennai(n=145) Bangalore(n=115) Package design Product design / colour Volume / Size Easy to use / write well / easy to install Quality Function / performance Product Colour / Colour variation

39 Purchase intention; Ranking by Category The purchase intention ranking by category of non-food products is shown below. The overall score for the non-food products was 1.01 points, which is 0.45 points higher than the overall score for the food products at 0.56 points. Among the non-food product categories, 'Tooth brush' scored the highest with 1.07 points, followed by 'Pen' and 'Lip balm' at almost equal levels, with 1.04 points and 1.03 points respectively Total (n=7705) 1.01 Tooth brush (n=1798) 1.07 Pen (n=1898) 1.04 Lip balm (n=1716) 1.03 Hair Styler (n=1816) 0.96 Curtain rail (n=477) 0.80 Five stage evaluation is totaled as follows. 'I would definitely like to buy it' = 2 Point 'I have some interest in buying it' = 1 Point 'Can t say either way' = 0 Point 'I am not that interested in buying it' = -1 Point 'I have no interest in buying it' = -2 Point 39

40 Purchase intention; Ranking by Category for each city The purchase intention ranking by category of the non-food products for each city was shown below. The category that scored the highest purchase intention differed by city. In Delhi, 'Lip balm', remarkably, topped the other product categories, while 'Tooth brush' ranked top in Chennai, and 'Lip balm', which was ranked top in Delhi, was placed at the bottom. In Mumbai, 'Curtain rail (Tension pole)' scored conspicuously lower than the other categories. In Bangalore, the score for 'Hair Styler' was significantly lower than those for the other categories. Delhi Delhi Total (n=1889) Lip balm (n=451) Hair Styler (n=436) Tooth brush (n=481) Pen (n=417) Curtain rail (n=104) Chennai Chennai Total (n=1928) Tooth brush (n=372) Pen (n=511) Curtain rail (n=145) Hair Styler (n=501) Lip balm (n=399) Mumbai Mumbai Total (n=2055) Hair Styler (n=461) Lip balm (n=441) Pen (n=562) Tooth brush (n=478) Curtain rail (n=113) Bangalore Bangalore Total (n=1833) Tooth brush (n=467) Lip balm (n=425) Pen (n=408) Curtain rail (n=115) Hair Styler (n=418) Five stage evaluation is totaled as follows. 'I would definitely like to buy it' = 2 Point 'I have some interest in buying it' = 1 Point 'Can t say either way' = 0 Point 'I am not that interested in buying it' = -1 Point 'I have no interest in buying it' = -2 Point 40

41 Sales performance by category comparing purchase intention In a comparison between the sales quantity and the purchase intention points obtained by each product, 'Hair Styler' sold more than its position in the purchase intention ranking. On the other hand, 'Tooth brush' sold less than its purchase intention points. This is probably the result of the fact that only 960 units of 'Tooth brush' were shipped in total. Sales quantity (number of SKUs sold) Purchase intention Pen 771 Pen (n=1898) 1.04 Hair Styler 721 Hair Styler (n=1816) 0.96 Lip balm 586 Lip balm (n=1716) 1.03 Tooth brush 528 Tooth brush (n=1798) 1.07 Curtain rail 12 Curtain rail (n=477) 0.80 Five stage evaluation is totaled as follows. 'I would definitely like to buy it' = 2 Point 'I have some interest in buying it' = 1 Point 'Can t say either way' = 0 Point 'I am not that interested in buying it' = -1 Point 'I have no interest in buying it' = -2 Point 41

42 Sales performance by category ; per city The following graphs show the sales quantity in each of the cities. 'Lip balm' sold the most in Delhi, where the product was particularly highly rated. However, demand was probably high in that city because it was winter in Delhi when Japan Mela was held. Delhi Chennai Total 736 Total 679 Lip balm 350 Pen 306 Hair styler 206 Hair styler 166 Tooth brush 91 Tooth brush 128 Pen 88 Lip balm 76 Curtain rail 1 Curtain rail 3 Mumbai Bangalore Total 716 Total 487 Hair styler 226 Pen 175 Pen 202 Tooth brush 130 Tooth brush 179 Hair styler 123 Lip balm 101 Lip balm 59 Curtain rail 8 Curtain rail - 42