08BN049M Ayaka Kobayashi
08BN121D Kana Moriyama
08BN138L Miki Isobe
Japanese youth consumers
1. Because of the recession,
Japanese youths consumers carefully choose
products they buy.
2. Japanese youths live in the information society
What are factors to catch the youth’s
4 captivating factors
We would define…
• Added value
• Mass psychology
are the most essential factors !!
Keys in youth consumer behaviors
• Low price
• Word of
1, Monetary benefits
→ cheapness, discounting, free gifts
2, Extra Services
→ free services, high qualified techniques
・Hot pepper(Paper/Online coupons)
-offers discounting, extra options, free gifts
・Word of mouth by SNS( mixi, twitter)
- Users can compare the added value with other shops or restaurants
Youths seek added value …for superiority !
Brand and Trend
Youths want to… be at the forefront
appeal their status
• youths think using the newest things
makes them look good & smart
・Having brand/trendy goods directly
equals to consumers’ status
→ very effective to
• Recently, trend makers are shifting from
company to consumers( model, product
users…)→ very effective!!
>There are too much information for consumers to choose.
>The information made by actual users is the most reliable and newest .
Ex, fashion trend is risen in fashion street, Harajuku, Shibuya.
Dokumo(読者モデル）became famous as a fashion trender.
Mass psyche works to youths…
for a certainty of quality
for an unification in the society
1. Certainty of Quality
・Too much information confuses people which to buy
→ people rely on others’ real
・Having something everyone-else has makes people
feel they are not isolated.
• Tabe-log(wiki-reviewing restaurants site)
• Girls wearing the very similar-styled clothes depending on trends
Analysis –the present state
・Youth consumer’s buying intention graduallyfalls…?
160000 180000 200000
62 64 66 68 70
Consumption for fun
Consumer attitude index
•to buy durable consumer goods
Under 29 30～59 year Over 60
Attitude index 45.4 39.9 40.9
Life style 46.8 42.4 41.4
46.6 39.5 41.9
42.7 36.1 36.4
*Judgment of the
45.5 41.7 43.8
Triggers for youth
参考文献：M1 F1 総研 H22 「若者がモノを買わない要因の考察と
Consumers buy products that has certain triggers
• Limited product
• For self-treat
• For hobby
• Limited Product
• For self-treat
• For hobby
• For breaking
Factors of youths’ low consuming
•Anxious for future willing to save money
•Has stereotype relationships a few chance to
be inspired by others
•Feel low need of something
•Dependent to internet
give up searching due to too much information
Triggers to motivate
thrifty youth consumers
Offer products as a self-treat
Direct approach by magazine, media ,e-mails
give limited sense
Simple massage, easy to understand information
プロアクティブCM - Katie Perry
• Example of Mass psyche
• Hot Pepper CM
• Instance of coupons well-absorbed into the society
Important factors to catch the
Companies have to …
1, pay attention to their shift
2, change the way to tell product’s information ..
Not made by companies but also by users and
Using the consumer’s evaluation more effectively
is key factors from now.