Abstract
This chapter covers the senior consumer market in Japan. Although various terms and definitions have been used to identify the elderly consumer market in Japan, we will focus on Japanese consumers 50 years old and over. The term ‘Silver market’ is widely used in Japan to refer to elderly consumers in general.
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© 2011 Emmanuel J. Chéron
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Chéron, E.J. (2011). Elderly Consumers in Japan: The Most Mature ‘Silver Market’ Worldwide. In: Haghirian, P. (eds) Japanese Consumer Dynamics. Palgrave Macmillan, London. https://doi.org/10.1057/9780230302228_4
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DOI: https://doi.org/10.1057/9780230302228_4
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