Japaneseyouth consumer behavior
08BN049M Ayaka Kobayashi
08BN121D Kana Moriyama
08BN138L Miki Isobe
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
4 captivating factors
We would define…
are the most essential factors !!
Keys in youth consumer behaviors
Youths seek added value …for superiority !
1, Monetary benefits
-> cheapness, discounting, free gifts
-> 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 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
Vogue senders: Media, Magazines…
-> very effective to youths!!
Brand and Trend
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
Certainty of Quality
・Too much information confuses people which to buy -> people rely on others’ real opinions.
・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…?
Consumer attitude index
to buy durable consumer goods
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」
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
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 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.
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」