The preference of people in Singapore toward Japanese seafood products: an ordered choice analysis

摘要

This paper examines the seafood demand in Singapore in terms of fish species, cooking methods, and seasonings. We conducted seven food tasting events in Singapore in 2015-2016 and obtained five-point scale evaluations of 194 people for 34 dishes. Estimation results from an ordered logit model, a generalized ordered logit model, and a heterogeneous choice model showed that Japanese people living in Singapore give a lower evaluation for raw food when compared to other cooking methods. Alternatively, non-Japanese people in Singapore prefer crustaceans and red and white fish species relative to other fish species, and fried foods compared to other cooking methods. The strategy of exporting seafood to Singapore should consider these peculiar patterns in the local seafood demand. This study not only provides useful information for Japanese seafood export companies but also contributes to the development of market analyses, as it provides a breakthrough in establishing a methodology that utilizes data obtained through food tasting events.