Japanese consumers have different appetites and expectations than Europeans. If your product or service is to succeed in Japan, you need to know what is expected of your product(s) and what consumers do not want to see. In order to gain that knowledge, it is essential for you to know about their lifestyle, habits, etc. You must also be aware of specific consumer behaviour within certain segments of the Japanese market, such as among elderly and young people.

Table of Contents

  • Consumer Behaviour
    • Changing Purchasing Patterns
    • The Best Price Wins
    • More Time Spent at Home
    • Lifestyle
    • Smart Consumerism
  • Further Reading
  • Relevant Organisations and Trade Fairs
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