Japanese Consumer Dynamics

by Haghirian, Parissa

• ISBN13: 9780230242869
• ISBN10: 0230242863
• Format: Hardcover
• Copyright: 2011-01-15
• Publisher: Palgrave Macmillan

Summary

Today Japan is still the second largest and most important consumer market in the world. This book discusses the development of Japanese consumerism, particularities of Japanese consumer behaviour and consumer rights, new consumer groups and emerging trend in the Japanese market.

Author Biography

Parissa Haghirian is Associate Professor of International Management in the Faculty of Liberal Arts at Sophia University, Tokyo, Japan. She is also a visiting professor at Groupe HEC in Paris, Aalto University and Keio Business School and an adjunct professor at Temple University in Tokyo. She holds a Master's degree in Japanese Anthropology (University of Vienna, Austria), and a Master's degree and a PhD in International Management (Vienna University of Business, Austria). Since Joining Sophia University, Dr Haghirian has taught undergraduate, graduate and MBA classes on Japanese business practices and has researched and consulted on numerous aspects of this subject with Western and Japanese companies in Tokyo. She has published several books and articles on the topic and is the editor of J-Management: Fresh Perspectives on the Japanese Firm in the 21st Century and Innovation and Change in Japanese Management.

Table of Contents

PART I: JAPANESE CONSUMERISM
Japanese Consumerism - Introduction
Historical Development of Japanese Consumerism
Particularities of Japanese Consumer Behaviour
Japanese Consumers Rights and Protection
Ethnocentrism of the Japanese Consumer
PART II: JAPAN'S NEW CONSUMER GROUPS
The New Rich
The Silver Market
Working Women
Young Japanese Men
The Single Market
Foreigners in Japan, Kid's Marketing, Otaku
PART III: JAPANESE CONSUMER TRENDS
Beyond Sushi; The Japanese Food Market
Are the Japanese Eco-Consumers?
Mobile Consumption and Social Networks