商务英语TheViewofProducts.pptVIP

The View Of Products By Japanese The background Information Analysis of Japanese Consumers Unique characteristics of Japanese people strongly influence their buying attitude, preference of merchandise, taste of design, response to marketing promotion etc.  Summarizing the characteristics of Japanese people, it is able to be divided into four categories. They tend to agree with the opinion of other person, rather than to insist their own.  Therefore, they tend to be affected by the reputation among their colleague, friends, neighbors and the recommendation by a salesman as well. Their characteristics to be modest not appealing themselves affects the merchandises they prefer. They prefer humble design not gaudy and too much appealing. They pay more attention on precise finish than overall performance. Their purpose to buy a merchandise is for their practical use or, especially in case of imported goods, for the ostentation of their social status.  Therefore, the price category of the merchandise they interest in is inclined to the lowest and the highest. The lowest is for their practical use and the highest is for their ostentation of their social status. Currently, this phenomenon is expanding in Japan as Two extreme price market segmentation. Western designers brands are enjoying expanding sales results as the highest merchandise while 100 yen shops are expanding to big scaled store.  And the reason Japanese people buy imported goods is able be divided into five categories.  Because the product is not available in Japan. Because the product is originated in that country or specialty product of that country.  (Example: Watch made in Switzerland, Perfume made in France)  Because the product is less expensive than domestic products.  To enjoy the life style of the country of origin.  For the ostentation of users social status. Therefore, they prefer higher, the highest if possible, merchandise in price regardless of its performance. This charac