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

IntroGlobalization is occurring at a rapid pace and as such(prenominal)(prenominal) retail environments be being fueled by miscellany magnitude global competition and higher consumer expectations. Many retailers atomic number 18 turn outing 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 atomic number 18 daub and bearing conscious in Asian markets, such as China, Japan, India, and south Korea have attracted attention from US vesture retailers. Of the ascorbic acid largest international retailers in terms of sales, 36 of them ar US establish. In this scenario we tush look at extension Y as a reference group, because of their uniqueness to the fashion retailers in their desire to be different. Many of their purchases are as well influenced by word of mouth, based upon friends and others they associate with, so we can a lso look upon them as a market maven. Authors PurposeThe designer is penning this paper to examine the relationship amidst consumers? exigency for uniqueness, attend guy perceptions, and purchase intention for US apparel set by focusing on genesis 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 to a greater extent disposable income, because they are usually an only child and worry at home until marriage. They generally prefer injurys with an identity based on value which they can identify with and which they can post their individuality through. Examining thought process/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:?germina l choice counter-conformity?Unpopular choice! -counter-conformity?avoidance of similarityIn creative... If you want to get a full essay, order it on our website: OrderEssay.net

If you want to get a full information about our service, visit our page: write my essay