Understanding Japanese consumer behaviour and cultural relevance of gift giving

Article

Suarez, L., Hugo, N. and Paris, C. 2019. Understanding Japanese consumer behaviour and cultural relevance of gift giving. African Journal of Hospitality, Tourism and Leisure. 8 (4).
TypeArticle
TitleUnderstanding Japanese consumer behaviour and cultural relevance of gift giving
AuthorsSuarez, L., Hugo, N. and Paris, C.
Abstract

This study examines the consumer in the Japanese market and the importance of gift-giving in Japanese culture as a first-order social practice. Cultural connectedness and relevance represents an area of importance for the marketing of retail products, particularly related to gift-giving. The interviewing of 25 participants was used to study the Japanese consumer and their purchase behaviours for gift-giving. The exploration of the social, cultural and economic constructs in Japan shows specific patterns found which are unique to the Japanese consumer. The emergence of new categories of consumers appearing in Japan through globalization and shifting mindsets influenced by western culture, as well as recent social and economic conditions, contribute to the evolution of the business market.

Sustainable Development Goals11 Sustainable cities and communities
Middlesex University ThemeCreativity, Culture & Enterprise
PublisherAJHTL
JournalAfrican Journal of Hospitality, Tourism and Leisure
ISSN2223-814X
Publication dates
PrintDec 2019
Publication process dates
Deposited01 Sep 2022
Accepted23 Jun 2020
Output statusPublished
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On published article pdf cited as: Volume 9(1)-(2020).
However appears in content list of Volume 8(4)-(2019)

Web address (URL)https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_77_vol_8_4__middlesex_paris.pdf
Scopus EID2-s2.0-85085576283
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LanguageEnglish
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