Understanding Consumer Behavior & Marketing in Japan

Ubiquitous outdoor vending machines and $100 melons are just two iconic examples of distinctive Japanese consumer behavior and marketing, and the primary aim of this course is to examine how and why consumers behave differently in Japan. Special attention is given to two of Japan’s most extraordinary segments: luxury and convenience. By reviewing original research and facilitating visits to a range of sites of consumption in Tokyo, participants deepen their understanding of the psychology of consumer behavior in general, and the strategies producers and marketers employ to profit from it.

May Module

Dr. Erica Okada

International Corporate Strategy Hitotsubashi University