Japanese consumer behaviour

Authored by: Emi Moriuchi

Routledge Handbook of Japanese Business and Management

Print publication date:  February  2016
Online publication date:  January  2016

Print ISBN: 9780415734189
eBook ISBN: 9781315832661
Adobe ISBN: 9781317859550


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Japan has one of the largest economies in the world by nominal GDP (Census 2010). Despite the evidence of Japan’s corporate recovery (www.nytimes.com), consumer spending was still considered the weakest link in the ‘Abenomics’ development (Tabuchi 2013). Although the amount of consumer spending in Japan has fallen, economists are confident of the continuation of up-trend consumption (www.nytimes.com). Therefore, what are the current consumption habits of Japanese consumers? In this chapter, we will discuss the impact of culture on Japanese consumer behaviour, the Japanese preference for the country-of-origin products; the types of advertising that appeal to them; and the correlation between product choice and societal status. In conclusion, we will look at the new breed of luxury shoppers; how these Japanese consumers interpret luxury in the twenty-first century; and the role of working women in the Japanese consumer market.

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