Market Research in Japan – Lux Research Japan
Japanese consumers are said to have several unique characteristics that set them apart from other markets. We have conducted numerous market research projects in the Japanese market for more than a decade and have a thorough understanding of the Japanese consumer. For example, Japanese consumers are said to have the following unique characteristics:
High expectations for quality: Japanese consumers have high expectations for products and customer service. They are willing to pay more for reassurance about quality. At times, they also demand quality in packaging, store design, and the way food is served.
Brand loyalty: Japanese consumers are relatively conservative about brands. Once they trust a brand, they tend to remain loyal to it. Word of mouth and recommendations from friends, family, and relevant groups tend to play a large role in building trust.
Politeness and humility: Japanese consumers do not like over-promotion or aggressive sales pitches. Understatement and modesty may be more effective than direct messages.
Emphasis on convenience and efficiency: Japanese consumers are said to value convenience and efficiency. For example, convenience stores and services that save time and simplify life are popular in Japan. They also like technological innovations that contribute to greater convenience. However, there is a contradiction in that some consumers value traditional customs and are conservative in their acceptance of technological innovations and high-tech products.
Focus on limited-edition products: Japanese consumers are said to have a preference for limited-time or limited-edition products. Limited time offerings can be effective in creating a sense of urgency and excitement among consumers.
These unique characteristics are believed to be deeply rooted in Japan’s unique cultural values and social norms. We help our clients enter and sustain success in the Japanese market.