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?