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Japanese Consumers' Need For Uniqueness; Effects On Brand Perceptions And Purchase Intention

1195 words - 5 pages

Japanese Consumers' Need for Uniqueness;Effects on Brand Perceptions and Purchase IntentionAlan ArthurBA456 Consumer AnalysisScholarly Journal Exercise #2February 8, 2009Bellevue UniversityM. Jo Bates, InstructorIntroGlobalization is occurring at a rapid pace and as such retail environments are being fueled by increasing global competition and higher consumer expectations. Many retailers are expanding globally because their sales have matured in their home country. They see globalization as a way to expand their market and increase their profits. Economic growth and young consumers who are brand and fashion conscious in Asian markets, such as China, Japan, India, and south Korea have attracted attention from US clothing retailers. Of the 100 largest international retailers in terms of sales, 36 of them are US based. In this scenario we can look at Generation Y as a reference group, because of their uniqueness to the fashion retailers in their desire to be different. Many of their purchases are also influenced by word of mouth, based upon friends and others they associate with, so we can also look upon them as a market maven.Authors PurposeThe author is writing this paper to examine the relationship between consumers' need for uniqueness, brand perceptions, and purchase intention for US apparel brand by focusing on Generation Y consumers in Japan. This study is to help define consumers in Japan, in order to help retailers reach them with their goods.Generation Y consumers are consumers born between 1977 and 1994. Generation Y consumers have more disposable income, because they are usually an only child and reside at home until marriage. They generally prefer brands with an identity based on values which they can identify with and which they can express their individuality through.Examining Idea/ConceptThe author is explaining that Japanese Generation Y consumers are drawn to US name brand clothing based on brand recognition. The Generation Y in Japan need for uniqueness is demonstrated in 3 types of behavior:Creative choice counter-conformityUnpopular choice-counter-conformityAvoidance of similarityIn creative choice counter-conformity, consumers purchase goods that express their uniqueness and also are acceptable to others. Consumers identified as market mavens are part of this group. Brand names that offer exclusivity, prestige, or unique features appeal to this group.Others risk social disapproval to show their uniqueness and need for brand names. This group is the unpopular choice counter-conformity.The final group is the ones who avoid similar items that are part of the mainstream. This group tends to purchase brands that are not too popular and may never become too popular.ImportanceIf a company is able to build a strong brand based on a cultural change, hence Generation Y, then there is a strong possibility to carry this to a larger sector on the global front. This will be the true success story of a company hoping to make it in the global...

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