Japanese youth consumer behavior

Japaneseyouth consumer behavior Team MAK 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… Added value Trend Brand Mass psychology are the most essential factors !!

Keys in youth consumer behaviors internet TV, CM information magazine

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

Youths want to… be at the forefront　 appeal their status 1. Good-looking ,[object Object],2. Status ・Having brand/trendy goods directly equals to consumers’ status Vogue senders: Media, Magazines… -> very effective to youths!! Brand and Trend

Trend2 ,[object Object],<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.

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 ,[object Object]

Girls wearing the very similar-styled clothes depending on trendsMass psyche

Analysis –the present state ・Youth consumer’s buying intention graduallyfalls…? yen

Consumer attitude index Youngest has the HIGHEST numbers! ,[object Object]

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,[object Object]

Has stereotype relationships a few chance to be inspired by others

Dependent to internet give up searching due to too much information Factors of youths’ low consuming

Triggers to motivate thrifty youth consumers ,[object Object]

Japanese youth consumer behavior

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Japanese youth consumer behavior