A study on the marketability of environmentally friendly refrigerators in China and Japan - 1. Analysis of the present market

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. Then we compare the characteristics of markets in China and Japan. Our results show that Chinese and Japanese refrigerator markets are obviously different, but both of them are not able to accept the environmentally friendly refrigerators yet. Therefore, how to improve the environmentally friendly refrigerators to conform to the consumers\´ preferences becomes an important topic.