JAPANESE CONSUMERS: WHAT FOREIGN MARKETERS SHOULD KNOW
Johny K. Johansson
(Professor, Graduate School of Business Administration, University of Washington, Seattle, Washington)
1113
Abstract
Through a synthesis of research results on Japanese consumer behaviour, this paper offers conclusions about the Japanese marketplace. Insights provided on Japanese consumers may prove useful to marketers contemplating entry into Japan.
Citation
Johansson, J.K. (1986), "JAPANESE CONSUMERS: WHAT FOREIGN MARKETERS SHOULD KNOW", International Marketing Review, Vol. 3 No. 2, pp. 37-43. https://doi.org/10.1108/eb008304
Publisher
:MCB UP Ltd
Copyright © 1986, MCB UP Limited