Japanese youth consumer behavior

Team MAK

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 demand?

4 captivating factors

We would define…• Added value• Trend • Brand•Mass psychology

are the most essential factors !!

Keys in youth consumer behaviors

Added value

• Low price• Consumer

satisfaction

trend• Fashion• Food

Brand• Car• Fashion

Mass psyche

• Word of mouth

information

internet

magazine

TV, CM

Added Value

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 seek added value …for superiority !

Brand and Trend

Youths want to… be at the forefront 　 appeal their status

1. Good-looking• youths think using the newest things

makes them look good & smart2. Status・ Having brand/trendy goods directly equals to consumers’ status

Vogue senders: Media, Magazines…

→ very effective to youths!!

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.

Mass psyche

Mass psyche works to youths… for a certainty of qualityfor an unification in the society

1. 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

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

consumer spending

1600

00

1800

00

2000

00

19952008

Consumption for fun

63 64 65 66 67 68 69 70

19952008

%

yen

Consumer attitude index •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

Under 29 30～ 59 year Over 60

Attitude index 45.4 39.9 40.9

Life style 46.8 42.4 41.4

Increase of income

46.6 39.5 41.9

Employment environment

42.7 36.1 36.4

*Judgment of the timing

45.5 41.7 43.8

Youngest has the HIGHEST

numbers!

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」　

Consumers buy products that has certain triggers

Female

• Limited product or offer

• For self-treat• For hobby

Male

• Limited Product• For self-treat• For hobby• For breaking

the ice

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

CM

プロアクティブ CM - Katie Perryhttp://www.youtube.com/watch?v=IDTR-hNzv4Q

• Example of Mass psyche

CM2

• Hot Pepper CM • http://www.youtube.com/watch?v=EyYt_m26M4Y

• Instance of coupons well-absorbed into the society

Conclusion

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.

Added valueTrend BrandMass psychology

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

http://www.youtube.com/?gl=JP&hl=ja