PiNG! Connecting with Your Consumer - Flipbook - Page 33
PiNG!
PiNG!
CHAPTER 1
CHAPTER 1
Japan: Demographic Homogeneity
Uniformity that
Creates a Market
Unlike Any Other
How do you
Selling deeply to one target market. The
consumer environment in Japan is unique. Japan has
the most homogenous population in the world. Japanese
consumers are far more alike than they are different.
This sameness bears heavily on the retail experience. For
example, because there are fewer stores and less shelf
space available in Japan, there is a greater appreciation
for store appearance. A great sense of organization, as
well as a great deal of thought, goes into the configuration of stores and the products sold in those stores.
As a result, individual packages have a higher sense of
design quality. In fact, the Japanese spend more than
three times what we do in the United States on similar
packaging.
Daiei stores exemplify the uniformity of the Japanese
population. Each store tends to be much larger than
the typical Japanese retail establishment. Even so, Daiei
stores are merchandized in a way very consistent with
the typical Japanese shopper’s expectations, reflecting all
of the factors mentioned above in its layout as well as in
the products on its shelves.
mass-market in
a country that
values homogeneity?
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