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

IntroGlobalization is occurring at a rapid pace and as such retail environments be being fueled by change magnitude global competition and higher consumer expectations. Many retailers are expanding globally because their sales have matured in their headquarters country. They decide globalization as a way to expand their foodstuff and increase their profits. Economic growth and young consumers who are daub and fashion conscious in Asian markets, such as China, Japan, India, and south Korea have attracted attention from US clothing retailers. Of the ascorbic acid largest international retailers in terms of sales, 36 of them are US based. In this scenario we can look at Generation Y as a reference group, because of their uniqueness to the fashion retailers in their desire to be different. Many of their purchases are withal influenced by word of mouth, based upon friends and others they associate with, so we can also look upon them as a market maven.

Authors PurposeThe author is penning this paper to examine the relationship amidst consumers? exigency for uniqueness, fall guy perceptions, and purchase intention for US apparel brand by focusing on Generation 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 disposable income, because they are usually an only child and reside at home until marriage. They generally prefer brands with an identity based on value which they can identify with and which they can express 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:?germinal choice counter-conformity?Unpopular choice-counter-conformity?Avoidance of similarityIn creative...

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