Understanding tomato consumer preferences and buying behavior in the Japanese vegetable market: a case study for the Hino City, Tokyo [Japan]

Tomato is a major agricultural commodity in Japan because it is the most consumed vegetable in the country, with the most significant market share in the Japanese vegetable market. Tomato farmers and marketers must understand consumer preferences and habits to build target-fed strategies for satisfying customer demand. This study aims to assess Japanese consumers tomato purchasing and consumption habits based on seasonality and the types of tomatoes. A questionnaire survey was undertaken for Japanese tomato customers in Hino City, Tokyo, from May 1st to July 31st, 2022. Multiple methods have been used for the response gathering, face-to-face interviews using paper-based questionnaires in direct farmers shops and unmanned vegetable sale shops in the Hino City area, Tokyo. Online methods of SNS, QR codes on products, and survey POP showing with QR codes and NFC tags have been used. This study used 318 responses on demographic characteristics (gender, age, family type, income), consumer behavior on types of tomatoes based on size (big-size, medium-size, mini-tomato), tomato buying and consumption based on tomato buying place, buying price, tomato seasonal buying behavior, seasonal consumption behavior, and consumer preferences of price, quality, taste, origin, packaging, producer, producing place and freshness have been used asked from the respondents for purchasing tomatoes. The survey results represent characteristics with their features and preferences based on their buying, consuming, and purchasing habits on the tomatoes in the study area of Hino City consumers. This study used descriptive statistical analysis methods, cross-tabulation methods, and multivariate statistical analysis methods of correspondence analysis. Initial findings from this study describe the characteristics of tomato consumers based on their buying behavior and consumption behavior, which assist the local tomato manufacturers and markets in tailoring their marketing strategies, product positioning, pricing, and packaging to target each consumer category appropriately.