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Japanese Consumers and Media Usage

In: New Consumer Behavior Theories from Japan

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  • Akira Shimizu

    (Keio University)

Abstract

The environment in which we live, particularly the way we access the media and obtain information, has changed considerably since the advent of the Internet. It is quite evident that this environmental change could significantly affect the formulation of marketing strategies in terms of targeting consumers and their behaviors. Using various types of data, this chapter will explain the facts associated with and changes in the way Japanese consumers access the media.

Suggested Citation

  • Akira Shimizu, 2021. "Japanese Consumers and Media Usage," Advances in Japanese Business and Economics, in: New Consumer Behavior Theories from Japan, chapter 0, pages 1-16, Springer.
    • Handle: RePEc:spr:advchp:978-981-16-1127-8_1
    DOI: 10.1007/978-981-16-1127-8_1
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