The Japanese Consumer Market

Hiroko AmanoBy Hiroko Amano, Sophia University, Tokyo

Japanese Consumers

• Large number of middle class consumers

• They tend to agree with the opinion of other people rather than insist their own

• Seken-ron(世間論)-Groupism and its ideal strongly supports and influences how Japanese people act and believe as individuals

• Leisure activities have a high social importance

1 Dining out

2 Tourist Travel Within Japan

3 Driving

4 Karaoke

5 Video Watching

© Hiroko Amano, 2009

Characteristics

• The value of imported goods-for the ostentation of their social status

• The value of new, limited and seasonal edition-products in Japan get “hot” and “cold” fast

• Products have to be new and cool, which leads to short product-life cycles in Japan

© Hiroko Amano, 2009

Japanese Consumers

• The price categories of products that Japanese are interested in is inclined to both the lowest and the highest.

• Low prices are expected for generic products such as washing powder and high prices for luxury products.

© Hiroko Amano, 2009

Luxury Brands in Japan Financial Times’ Lionel Barber stated that 94.3% of all Japanese women in their 20s own a piece of Louis Vuitton merchandise

© Hiroko Amano, 2009

Photo of Brand Joy, Neko publishing, 2006/5/23

Brands in Japan• Brand are very important in Japan

• Japan is the only luxury mass market in the world

• Traditionally second-hand goods were not accepted, however this also changes (See video)

• http://www.cbsnews.com/video/watch/?id=2262813n

© Hiroko Amano, 2009

These slides are part of a student podcast project related to the book “J-Management: Fresh Perspectives on the Japanese Firm in the 21st Century” edited by

Dr. Parissa Haghirian of Sophia University, Tokyo, Japan.

For further information about the podcasts and the book, please visit www.parissahaghirian.com

These slides are to be used for teaching and educational purposes only.

About This Project