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The Single Market

In: Japanese Consumer Dynamics

Author

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  • Kristie Collins

Abstract

This chapter will provide an overview of the single Japanese consumer group and highlight particular consumer behaviour characteristics and current trends related to this sector. While the single consumer group has become an increasingly important consumer segment worldwide, population demographic projections indicate that this group will be especially important to Japan’s economic future as its population continues to age and the birth rate steadily drops. As this chapter will demonstrate, companies need to better take into account single Japanese consumers of all ages and plan for this consumer segment to grow rapidly in forthcoming years. Particularly as the Japanese economy prepares itself for impending economic recovery and a return to greater prosperity, the key to tapping into business success may lie in the recruitment and retention of the single market.

Suggested Citation

  • Kristie Collins, 2011. "The Single Market," Palgrave Macmillan Books, in: Parissa Haghirian (ed.), Japanese Consumer Dynamics, chapter 5, pages 91-107, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-30222-8_5
    DOI: 10.1057/9780230302228_5
    as

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