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Data were collected from Japanese housewives to compare the competitiveness of US and Japanese apples. The Fishbein model provided a theoretical framework for the comparison in which consumer attitudes were measured. Although the results revealed that Japanese apples were perceived to be generally superior to their US counterparts, several avenues to enhance US competitiveness were suggested. These involved three attributes on which US apples enjoyed a slight advantage over Japanese apples (ipout -of-season alternative,ls ilfair price,lt and inready-to- eatla). There were also several attributes on which US apples faced a slight but potentially surmountable disadvantage.