Updated: September 21, 2002



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  Unique characteristics of Japanese people strongly influence their buying attitude, preference of merchandise, taste of design, response to marketing promotion etc.


Summarizing the characteristics of Japanese people, it is able to be divided into four categories.
  1. They tend to agree with the opinion of other person, rather than to insist their own.
    Therefore, they tend to be affected by the reputation among their colleague, friends, neighbors and the recommendation by a salesman as well.
  2. Their purpose to buy a merchandise is for their practical use or, especially in case of imported goods, for the ostentation of their social status.
    Therefore, the price category of the merchandise they interest in is inclined to the lowest and the highest. The lowest is for their practical use and the highest is for their ostentation of their social status. Currently, this phenomenon is expanding in Japan as "Two extreme price market segmentation". Western designer's brands are enjoying expanding sales results as the highest merchandise while 100 yen shops are expanding to big scaled store.
  3. Their characteristics to be modest not appealing themselves affects the merchandises they prefer. They prefer humble design not gaudy and too much appealing.
  4. They pay more attention on precise finish than overall performance.
And the reason Japanese people buy imported goods is able be divided into five categories.
  1. Because the product is not available in Japan.
  2. Because the product is originated in that country or specialty product of that country.
    (Example: Watch made in Switzerland, Perfume made in France)
  3. Because the product is less expensive than domestic products.
  4. For the ostentation of user's social status. Therefore, they prefer higher, the highest if possible, merchandise in price regardless of its performance. This characteristics, together with their less scientific character, created "brand-oriented" people. They prefer the brands with the image of high price such as Designer's brands because these brand products are responsible for everything what they need such as their ostantation of social status, satisfaction to own, quality of product etc. even if they are not able to evaluate these by themselves.
  5. To enjoy the life style of the country of origin.
In real life, these factors are delicately inter-wined to create their interest for the merchandise they prefer.


It is very important to have a thorough knowledge throughout the characteristics of Japanese people for successful marketing in Japan.
For example, handbags, shoes, T-shirts are popular in Japan and there are many Japanese manufacturers in these line and they are deploying hard competition.
However, western designer's brand products are enjoying advantageous business results in Japan in spite of their higher price, five times, or sometimes ten times, as much as that of general Japanese manufacturers.

Their success came from their adapting to the Japanese characteristics that they prefer the merchandise to satisfy to flaunt their social status and their sense fo active aparicipants wearing goods every colleague and friend wear as well.

Here is very interesting story to show the example of how the environmental factors affect the evaluation by the Japanese people.

Before 1986, when $1 equals to \220-240 approx. and 1DM equals to \100 apprix,, Cadillac Fleetwood broughham and Lincoln Continental were priced about 8 million yen and medium class of Mercedes was priced about 4 million yen.
After 1986, when currency exchange rate drastically changed as $1 equal to \100-120 and 1DM equals to about \85, the price situation between Cadillac and Mercedes were reversed. Currently, Cadillac Seville with 5 litter engine is priced at about 5 million yen and Mercedes 200S with 2 litter engine is priced at about 5.5 million yen, and Mercedes 500S with 5 litter engine is priced at about 12 million yen!!.

Until 1986, Cadillac had been enjoyed advantageous sales result as the highest status car in spite of its high price, too much fuel consumption and too big size for Japanese road. When the prices reversed, people began to regard Mercedes as the highest prestige car and its smaller size comfortable for Japanese road helped to raise the reputation.

Currently, Mercedes are enjoying drastically better sales than Cadillac in spite of considerable price difference. Why?

Clicking on Analysis of this phenomenon will provide the analysis exampling how the characteristics of Japanese people affect on the market value of products.

To enjoy life style of the country of origin:

Jeans-wear and Coca Cola were well accepted by Japanese people and are well penetrating Japanese people's life style.
In the beginning of Coca Cola's appearance in the Japanese market after the Pacific War, Japanese people hesitated this dark colored soft drink as they were familiar with clear soda drinks. However, as Japanese people were attracted very much with advanced American life style at that time, the concept of American style had enough power to change the custom of Japanese people. Jeans-wear was also welcomed providing the casual American life style and the functional working easiness. However, these may not be realized without the mood of American life style adoration among Japanese people at that time. Hollywood movies contributed very much for appealing advanced and richer American life.

Wearing jeans, drinking Coca Cola, and driving American car were the symbol of advanced American life and the dream for Japanese people.

This clearly shows that it is very important to examine multiple elements such as environment, timing, situation of target area etc. for successful marketing strategy.

By the way, currently Levis is sold at very high price as the one to satisfy two element of the above i.e. Designer's brand products and American life.