Japanese consumers rejecting conformity: Dentsu 2000 report

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