Foreign Products Influence on Consumers in Japan: Values of Made in Italy Olive Oil as Symbol of the Italian Culture.

Abstract

The purpose of this research is to analyse and explain how the Made in Italy products, in particular the Italian olive oil, influences consumer behavior and how the Italian olive oil consumption could change Japanese culinary tradition. To further explain consumer behavior toward a certain country product, this study analyses the COO (Country of Origin) effect concept in general, and explains in which way consumers are influenced by the Country Image when purchasing products. Chapter one introduces research purposes and its organization. Chapter two reviews the existing researches, including COO effect and its relatives such as CI (Country Image) and PI (Product Image) and how the knowledge of a country and its traditions, cultural and economic habits could influence consumer behavior. Furthermore, it takes into consideration which kind of images consumers in Japan have towards Made in Italy products and in particular towards Italian olive oil, if they are perceived as a “fashionable” or “familiar” products. This study goes into the olive oil analysis trough previous researches, olive oil history, olive oil nutritional features and its connection with the Mediterranean Diet healthiness. Moreover, it concentrates on the olive oil market in Japan, by analysing the data about the producing olive oil countries exporting in Japan and their consumption percentage, focusing on consumer behavior such as preferences and their attention to the quality towards foreigner products. Focusing on the analysis of 延岡(Nobeoka) (2008), regarding the functional value and the symbolic value: the functional value concerns objective and qualitative value; the symbolic value is the emotional and subjective value. But it is important to underline that a high quality product does not depends uniquely on its technology or functionality, but depends also on firms taking care of the consumers by offering them products which are close to their needs. Furthermore basing on Belk (1988) “Extended Self”, this study explains consumer behavior and feelings towards products through a psychological and anthropological point of view. The hypothesis of this research is that consumers feel close to the Italian culture through the consumption of olive oil and the understanding of its origin, perceiving them as their extended self; that leads them to feel that they become a part of the Italian culture. Chapter three explains the methodology of the research: an online questionnaire is conducted to gather data. Chapter four analyses and verifies the above hypothesis. Chapter five argues the findings of the research. There are two findings. By consuming Italian olive oil consumers 1) purchase Italian olive oil and feel safe for the high quality guaranteed by the Made in Italy brand and 2) feel close to Italy while almost half part of the interviewed consumers, feel empathy with Italian tradition and culture. The findings suggest the theoretical and practical implications. The limitations of the research are also discussed.