日本産米の輸出市場としてのシンガポール消費者の米購買の意識・行動に関する一考察

近年，日本産米の国内市場が縮小しつつある一方で，日本産米の海外への輸出が増加傾向で推移している．政府は米の輸出に力を入れており，国別の特性・状況に応じた明確な戦略に基づく最適なマーケティング体制・手法の構築を通した海外市場でのシェア拡大を 目指している．シンガポールは重要な輸出先市場の一つと考えられているが，その存立基盤がどこにあるかについての詳しい検討は少ない．そして，シンガポールにおけるマーケティング・リサーチに基づき，米消費者の購買行動の実態を明らかにする先行研究も多くない．そのため，本論文ではそれらの課題に狙いを定めて論述を展開していく．In recent years, the domestic market of Japanese Rice is in areduction tendency, while its export is expanding year by year. The government of Japan is putting its back into the rice export to increase the share of the market abroad. Therefore the optimum marketing strategy based on the condition of each rice export destination country is extremely expected. Singapore, as one of these destination countries, is commonly accepted, but so far how and where should we detect its significance as a rice import country especially in Asia has not been expounded clearly yet. And through reading the documentary records before, it is found that the circumstances of consumer behavior of rice purchasing in Singapore has either not been clarified according to a real marketing research. Consequently, in this paper, these two tasks are going to be made clear.