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Japanese youth consumer behavior


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Japanese youth consumer behavior

  1. 1. Japaneseyouth consumer behavior Team MAK 08BN049M Ayaka Kobayashi 08BN121D Kana Moriyama 08BN138L Miki Isobe
  2. 2. Because of the recession, Japanese youths consumers carefully choose products they buy. Japanese youths live in the information society What are factors to catch the youth’s demand? Japanese youth consumers
  3. 3. 4 captivating factors We would define… Added value Trend Brand Mass psychology are the most essential factors !!
  4. 4. Keys in youth consumer behaviors internet TV, CM information magazine
  5. 5. Added Value Youths seek added value …for superiority ! 1, Monetary benefits -> cheapness, discounting, free gifts 2,Extra Services -> free services, high qualified techniques Example ・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
  6. 6. Youths want to… be at the forefront  appeal their status 1. Good-looking youths think using the newest things makes them look good & smart 2. Status ・Having brand/trendy goods directly equals to consumers’ status Vogue senders: Media, Magazines… -> very effective to youths!! Brand and Trend
  7. 7. Trend2 Recently, trend makers are shifting from company to consumers( model, product users…)-> very effective!! <Reason> >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.
  8. 8. Mass psyche works to youths… for a certainty of quality for an unification in the society Certainty of Quality ・Too much information confuses people which to buy -> people rely on others’ real opinions. 2. Unification ・Having something everyone-else has makes people feel they are not isolated. Example Tabe-log(wiki-reviewing restaurants site) Girls wearing the very similar-styled clothes depending on trends Mass psyche
  9. 9. Analysis –the present state ・Youth consumer’s buying intention graduallyfalls…? yen
  10. 10. Consumer attitude index Youngest has the HIGHEST numbers! to buy durable consumer goods 参考文献:内閣府のH22年11月統計情報、消費者動向調査による
  11. 11. Consumers buy products that has certain triggers Triggers for youth purchasing 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消費を促す方法論」 
  12. 12. 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 Factors of youths’ low consuming
  13. 13. 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
  14. 14. CM プロアクティブCM - Katie Perry Example of Mass psyche
  15. 15. CM2 Hot Pepper CM Instance of coupons well-absorbed into the society
  16. 16. Conclusion Added value Trend Brand Mass psychology Important factors to catch the youth demands. 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 brand icons. Using the consumer’s evaluation more effectively is key factors from now.
  17. 17. References M1 F1 総研 H22 「若者がモノを買わない要因の考察と消費を促す方法論」 内閣府のH22年11月統計情報、消費者動向調査