Study on Japanese mums shows low motivation to buy

<P>Japanese mothers can be segmented into five groups characterised by their consumer habits, according to the latest installment in McCann Erickson Japan's 'Real Mothers' research.</P> <P>Released this month, the survey canvassed the opinions of more than 1,000 mothers across Japan, aged in their 30s and 40s. The research discovered five distinct psychographic groups.</P> <P>Mothers which fell into the 'economy type' (those who place a greater emphasis on saving money) and 'unconcerned type' (with a significantly lower motivation to consume) made up the two largest groups, with 46 per cent of all mothers surveyed split equally between the two groups at 23 per cent each.</P> <P> "Women have been changing so much. There's no such thing as a stereotypical mother anymore," said Dave McCaughan, executive VP, director, strategic planning, McCann Erickson Japan.</P> <P>'Natural type' (those who actively seek organic, fresh produce and environmentally friendly brands) and 'impulse type' (interested in enjoying the now) both came a close second with 22 per cent each, while 'celebrity type' (those eager to spend on fashion and appearance) rounded out the group with 10 per cent.</P> <P>McCaughan added that with mothers' changing attitudes in Japan, the trends had an impact on their male counterparts, with the results of the 'Poor Fathers' survey due out later this year. "With all the changes that have happened with women, husbands don't know how they should react to their new roles," he said.</P> <P> </P>