Market Segmentation and Analysis of Japan's Residential Post and Beam Construction Market‪.‬

Abstract A mail survey of Japanese post and beam builders was conducted to measure their level of ethnocentrism, market orientation, risk aversion, and price consciousness. The data were analyzed utilizing factor and cluster analysis. The results showed that Japanese post and beam builders can be divided into three distinct market segments: open to import, low price sensitivity, and conservative. A demographic profile of the open to import segment revealed that they are relatively newer companies, highly price sensitive, composed of larger builders, and targeting the lower end affordable housing market. This market segment was also found to be stronger in Japan's urban regions and weaker in the Kyushu region. Managerial implications for how exporters can target the open to import segment are discussed.