Japanese Culture and the Acceptance of Non-Store Selling Methods by Japanese Housewives

Abstract

The Japanese market has traditionally been considered a difficult market to enter because of its complex distribution system. Foreign firms are often advised to use non-store selling methods to avoid direct contact with Japan's multitiered network of wholesalers and retailers with close personal ties to Japanese manufacturers. The purpose of this paper is to investigate aspects of Japanese culture as they relate to non-store selling. Specifically, the lifestyles of Japanese housewives will be examined in order to better understand this target and to determine the extent to which non-store selling methods coincide with Japanese culture.