A study on the marketability of environmentally friendly refrigerators in China and Japan. 2. Practicability of the concept of marketability

摘要

For part 1 see ibid, p 210-213, (2003). This study analyzes the marketability of refrigerators which are a promising environmental product. We use "Interview Survey," "Questionnaire Survey" and "Positioning Analysis" of "The Seven Tools for New Product Planning" to analyze the present market of refrigerators in China and Japan. In conclusion, non-Freon environmental refrigerators with capacious spaces and useful functions may still have marketability in Japan and will be accepted by the Japanese consumers, even if they have a 26000 yen higher price than other non-environmental refrigerators. However, the Chinese market tends to accept refrigerators that are easy to use and are from well-known brands. Non-Freon refrigerators are almost impossible to be accepted in Chinese market.