Hence, an improvement in the performance of the coffee production is of importance to sustain and better improve the market share and revenue to the nation and the producers. As a result, eliciting the demand structure and competitiveness of this export commodity is then essential for policy prescriptions to improve coffee export. However, studies that estimate the demand for Ethiopian coffee in general and in Japanese market in particular are either incomplete or inexistent. Therefore, this study addresses the following research questions:
a) What does the general situation and trend of Ethiopian coffee market look like in Japan?
b) How can Ethiopia sustain and better improve its market share and revenue, and become competitive in Japanese coffee market?
c) What are the determinants of coffee import demand in Japanese market?