Motivating the Japanese Consumer

The purpose of this study was to find out through depth interviews in various parts of Japan and with various population groups what could be done to create fresh demands in the consumer market in Japan. THere have been accusations made in both directions. Japanese companies expressed their dismay that foreign companies did not try to understand the psychology of the Japanese consumer. Foreign potential importers of products into Japan expressed their exasperation with the red tape and the many bureaucratic difficulties put in their way when they tried to enter the Japanese market. Without getting involved in these controversies we attempted in this psychological study, based on 50 intensive interviews with Japanese consumers in all classes and areas, to find out what really motivates the Japanese consumers and how, through understanding them better, more intensive relation should be established. Here then are the major findings of our report.