Publication of JMR's 2011 White Paper on Japanese Consumer Values:
Amidst tough economic realities, Japanese consumers find ways to enjoy life
[kibishii genjitsu; tanoshii seikatsu]

Ch. 1 -- Consumption slump continues -- Japan's newer generations a root cause
Ch. 2 -- Age of “Fun to be alike” consumers
Ch. 3 -- Consumers shifts from big fantasies to small-dreams
Ch. 4 -- Promise of grand life-course fades;heralds the joys of everyday life
Ch. 5 -- Shoppers armed with detailed information and excitement
Ch. 6 -- Desire shift - consumers reaccess their value maps

To buy the Japanese version of JMR's 2011 White Paper go to the JMR website

  Publication of "Why Japanese Customers Aren't Buying Your Products?"  [買わない理由、買われる方法]
Looks at the nature of consumer desire, supported by JMR's own evidence project based on Japanese beer brands consumer trends. A framework using generation membership is shown and consumer marketing strategy solutions presented.  Published by Asahi Shimbun Publishing, 9/2010. Available on Amazon here 
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Chapters
1. What do you know about why Japanese consumers aren't buying?
2. Why aren't they buying 1  -- the  logical, the learning and the desire-filled consumer
3. Why aren't they buying 2 --  evidence from Japanese beer buying habits  
4. The Logic of why Japanese consumers are not  buying
5. Strategies --getting them to buy
6. Desire and free-choice - shifting toward  a post-consumption society
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Publication of "Japan's Non-consuming Consumers"
JMR's Hisakazu Matsuda takes a look at Japan's emerging customer group in JMR's latest publication: "Japan's non-consuming customers - Generational analysis: a new way of looking at consumer trends" (in Japanese: 「嫌消費」世代 －経済を揺るがす「欲しがらない」若者たち ["Ken-Shouhi" jidai - Keizai wo yurugasu "hoshigaranai" wakamonotachi). 　Available on Amazon　here.

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Case Studies
JMR writes case study analyses of major Japanese companies.  Here are two free example reports in English (page 1 of 10 page reports) :  Isetan, major luxury department store and Uniqlo, Japan's retail casual brand empire.

Consumer Economic Review
For our Japanese readers, the latest version of JMR's  Consumer Economic Review (February 2010, Vol. 13)  is just out.

The review covers the latest state of the Japanese economy, explains the mood of Japanese consumers and delves into their buying patterns.  The contents are as follows:

• Economic outlook for Japan
• Characteristic lifestyles in times of recession
• Evaluation of the new administration's policy by Japanese consumers
• Strategies of surviving in a declining market

 

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