1. Can we relate the case to consumer ethnocentrism? explain why 2. What can be done to change the attitudes of Japanese consumers in milk preferences. 3. How do you evaluate the practices of Japanese state policies to preserve the cultural characteristics of the Japanese?
Competition, Culture and Consumer Preference
Japan's cultural characteristics and government policies are the reasons why the efficiency of the Japanese food production industry is only 32% of the efficiency of food production in the United States. Cultural traits are evident in the Japanese keenness to consume the freshest food possible. In Japan, a milk package has three dates on it: the manufacture date, the date it reaches the supermarket, and the expiration date. Milk production in Japan starts one minute past midnight, so milk that arrives at the market in the morning can be labeled as today's milk. If the milk is bottled at 11:59 p.m., no Japanese consumer will buy it, because it is considered the previous day's milk. Result; As a result, a milk producer in northern Japan cannot compete with a producer in southern Japan because delays in shipping add another day to the date on the package, meaning that milk cannot be sold.
These local
Similar organizational problems greatly undermine the productivity of the Japanese soap and beer industries—but the steel, metal, automobile, and electronics industries, which are more productive than their differently organized American counterparts, are given the envy they deserve in America. Have you ever wondered why the TV and car you own are made in Japan and the soap you use is not?
CASE-RELATED QUESTIONS
1. Can we relate the case to consumer ethnocentrism? explain why
2. What can be done to change the attitudes of Japanese consumers in milk preferences.
3. How do you evaluate the practices of Japanese state policies to preserve the cultural characteristics of the Japanese?
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