Japan Market
1. Japanese Consumer Culture 1.1. background I think that you have heard of Japanese Consumer Mindset, that is different from Western and U.S.’s one. Egalitarian vs Individualistic, In-group oriented vs Out-group oriented, Risk averse vs Risk taker, High context culture vs Low context culture, Mono-cultural vs Heterogeneous. Japanese consumers have high expectation for quality, and Many Japanese consumer consider that high quality is responsibility of producers. It is not a particular attitude that consumers expects high quality for the products they purchases or hope to purchase. However, Japanese consumers’ expectation would look different from Western and U.S.’s one. I think that stems from the difference between Japanese perspective to self-responsibility[…]