Discussion of Japanese consumers is worthy of a whole book in itself. In this chapter, we offer the basics in terms of demographic and economic data and key consumer characteristics. Providing a full survey of consumer trends, groups and purchasing behaviors is outside the scope of this book. Given the complexity of the subject, even providing basic guidelines could mislead without indepth and therefore long caveats. Accordingly, this chapter provides data on incomes and savings, demographics, macro trends and information on a number of important consumer groups.
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