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Japanese consumers have changed dramatically over the past fifteen years. From the big spenders of the late 80s bubble economy, they have become price-conscious, wealthy and sophisticated shoppers, demanding the world's best service and most innovative products. A number of major shifts in Japanese society further led to the emergence of whole new consumer groups, such as the baby boomers, the single market, the new rich and otaku (enthusiastic) consumers. Today Japan is still the second largest and most important consumer market in the world: the economic crisis has not changed this. These major changes however, are still receiving insuffient coverage in management and marketing research. 'Japanese Consumers' fills this gap and discusses the development of Japanese consumerism, particularities of Japanese consumer behaviour and consumer rights, new consumer groups and emerging trends in the Japanese market.

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