Marketing implications of Japan's social-cultural underpinnings

Abstract

Japanese product strategies are reviewed in terms of their social-cultural underpinnings. When making a purchase decision, Japanese consumers take a holistic approach to the product and its presentation. Also, they are concerned how the purchase will affect their individual and group identities. Finally, the Japanese want to feel secure about their purchase and seek to minimise uncertainty if after-sales support is needed. An understanding of the social-cultural underpinnings of these strategies will help foreign firms compete in Japan. Those firms that are able to embrace the highest standards will probably find their products and services to be among the more accepted.