Japanese youth consumer behavior
description
Transcript of Japanese youth consumer behavior
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