Japanese consumers rejecting conformity: Dentsu 2000 report

Japanese consumers no longer believe in the harmony of conformity, but are turning to the diversity of individualism, according to a report by Dentsu. This is particularly true among young Japanese - as witnessed by the outlandish dress and make-up sported by young people in the Harajuku area - who are more open to new ideas than their counterparts in the rest of Asia. Dentsu's 2000 Lifestyle report said the new generation was "ignoring conventional taboos and rejecting common sense". This is partially the result of the growth in the power of the consumer, whether in helping to create a new product, or in determining its success in the marketplace. Consumers are finding more opportunities to participate in amateur production processes, supported by the use of Internet and new media technology. In addition, people tend to buy products because not only do they want them, but they want to be part of a phenomenon or to participate in the record-breaking process. Japanese consumers are already well aware of the fact that prevailing rules and systems and old-fashioned common sense will not in themselves be sufficient for survival in the future. Traditional, consensus-minded Japanese are no longer sticking to pre-set courses, but rather beginning to practice the wisdom of flexibility. Therefore, products with no prescribed purpose - such as multipurpose facial colours or homes with flexible floorplans - enjoy great popularity. Interactive communication also has an impact on the design of products to enable global connectivity, given emerging Web-based services such as the i-mode phone. However, the uncertain economic outlook has caused consumers to seek out products and services such as paid trials and contracts which permit cancellation, which allow them to postpone purchasing decisions. Nevertheless, consumers are more optimistic about the future as only 8.9 per cent of respondents, compared to 32.7 per cent a year ago, believed that the outlook would remain gloomy. After struggling with the economic recession for years, Japanese consumers have begun to reverse their mental course, from introversion to extroversion. Dentsu's report said: "Not only have they become engaged once more in conventional commerce and social exchange, but they have also begun to communicate with buyers in the role of producers and sellers." Consumers are given more freedom to set the product price - Internet auctions, flea markets and consignment sales and Internet price setting by consumers diversify the concept of pricing. In a country with frequent product launches, the biggest challenge of the marketer is to keep pace with changing trends. In the wake of the prolonged economic downturn, consumers are drawn to products and events that make them feel happy without taxing their rational faculties. People are also abandoning the conventional thinking that identifies graduation from a prestigious university and employment to big company as the key to success. As a result, people are making a greater effort to view attributes that were formerly perceived as negative - including abilities other than academic performance, old age and the process of aging - in a positive light.

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