Japanese Consumers' Need for Uniqueness; Effects on Brand Perceptions and Purchase Intention

IntroGlobalization is occurring at a rapid pace and as much(prenominal) retail environments be being fueled by qualifying magnitude global competition and higher consumer expectations. Many retailers atomic number 18 blow a fuseing globally because their sales have matured in their provide country. They decide globalization as a way to expand their foodstuff and increase their profits. Economic growth and young consumers who ar daub and make conscious in Asian markets, such as China, Japan, India, and south Korea have attracted attention from US garment retailers. Of the ascorbic acid largest international retailers in terms of sales, 36 of them be US base. In this scenario we contribute look at multiplication Y as a reference group, because of their uniqueness to the fashion retailers in their desire to be different. Many of their purchases are similarly influenced by word of mouth, based upon friends and others they associate with, so we can also look upon t hem as a market maven. Authors PurposeThe source is penning this paper to examine the relationship amidst consumers? exigency for uniqueness, scratch guy perceptions, and purchase intention for US apparel flaw by focusing on coevals Y consumers in Japan. This mull over is to answer 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 than disposable income, because they are usually an only child and interest at home until marriage. They generally prefer shops with an identity based on value which they can identify with and which they can acquit their individuality through. Examining thought pr! ocess/ConceptThe author is explaining that Japanese Generation Y consumers are gaunt to US name brand clothing based on brand recognition. The Generation Y in Japan need for uniqueness is demonstrated in 3 types of behavior:?germinal choice counter-conformity?Unpopular choice-counter-conformity? turning away of similarityIn creative... If you want to get a full essay, order it on our website: OrderEssay.net

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