Know Your Client And Adapt

After decades of behaving differently, Japanese consumers have become very similar to their counterparts in Europe and the United States. Brand name, quality and product features have traditionally been the most important aspects considered when making a purchasing decision. As economic conditions have become more difficult, price has become an increasingly important consideration for Japanese consumers. 

Japanese consumers are spending more time at home, are changing not only what they buy but also how they buy it. Long accustomed to shopping near their homes, they are now more willing to travel. Consumers favor venues that satisfy their needs beyond shopping, such as eating and entertainment.

Online shopping is becoming increasingly popular in spite of traditional reluctance and mobile technologies are empowering consumers to make better informed purchase decisions.

Japanese consumers are increasingly conscious of their health and as a result pharmacies have become one of the fastest-growing retail channels.

Ecological consciousness is also growing and many consumers prefer to buy environmentally friendly products. Despite these changes, Japanese consumers have intransigent attitudes towards paying for green goods and services.

Santander TradePortal, Reaching the Consumer, Japan, 2018

Table of content

  • Overview
  • Consumption expenditure in Japan
  • Internet Shopping by Households
  • Changing in Households Structure
  • Consumer Behaviour
  • Difference among generation
    • Younger Generation
    • Elder Generation
  • Data Privacy in Japan
  • Expert Report
  • E-learning video
  • Annual Report
  • Further Reading
  • Relevant Organisations and Trade Fairs