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Japanese Consumers and Media Usage Read chapter Read first chapter

2021 | OriginalPaper | Chapter

2. Evolution of the Comprehensive Decision-Making Process: Emergence of Outspoken Consumers

Author : Akira Shimizu

Published in: New Consumer Behavior Theories from Japan

Publisher: Springer Singapore

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Abstract

How you profile your target consumers is extremely important when it comes to a marketing strategy. In economics, some theories regard consumers as “homo economicus” and assume that consumers who are advantaged or in an economically advantageous position would purchase expensive products.

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Metadata
Title
Evolution of the Comprehensive Decision-Making Process: Emergence of Outspoken Consumers
Author
Akira Shimizu
Copyright Year
2021
Publisher
Springer Singapore
Book
New Consumer Behavior Theories from Japan

Print ISBN: 978-981-16-1126-1

Electronic ISBN: 978-981-16-1127-8

Copyright Year: 2021

DOI
https://doi.org/10.1007/978-981-16-1127-8_2