Japanese Consumers and Media Usage

Akira Shimizu
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Akira Shimizu: Keio University

Chapter Chapter 1 in New Consumer Behavior Theories from Japan, 2021, pp 1-16 from Springer

Abstract: 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.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advchp:978-981-16-1127-8_1

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DOI: 10.1007/978-981-16-1127-8_1

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