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Consumer change in Japan: A longitudinal study
Author(s) -
Reid David McHardy
Publication year - 2006
Publication title -
thunderbird international business review
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.553
H-Index - 37
eISSN - 1520-6874
pISSN - 1096-4762
DOI - 10.1002/tie.20132
Subject(s) - recession , grounded theory , identification (biology) , interpretation (philosophy) , marketing , consumer research , advertising , political science , psychology , sociology , qualitative research , economics , business , social science , computer science , macroeconomics , botany , biology , programming language
Abstract Japan has been in a recession for the better part of 15 years and has experienced some subtle and less subtle changes. The identification and interpretation of these developments offers challenges and opportunities. The research outlined in this article sets out to identify change and informs on the ever‐changing behavior of the Japanese consumer. It is based on a study of the pre‐ and postbubble changes in Japan at key epochs: 1990, 1995, 1998, and 2003. The study involved 80 personal interviews and meetings drawn from 67 organizations. The analysis, employing Grounded Theory, compares the current status with earlier intervals. © 2007 Wiley Periodicals, Inc.