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

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 the 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 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.