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Published in:
2021 | OriginalPaper | Chapter
1. Japanese Consumers and Media Usage
Author : Akira Shimizu
Published in: New Consumer Behavior Theories from Japan
Publisher: Springer Singapore
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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.