Japanese Consumers' Need for Uniqueness;
Effects on Brand Perceptions and Purchase Intention
BA456 Consumer Analysis
Scholarly Journal Exercise #2
February 8, 2009
M. Jo Bates, Instructor
Globalization 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.
The 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.
The author is explaining that Japanese...