1. Japaneseyouth consumer behavior Team MAK 08BN049M Ayaka Kobayashi 08BN121D Kana Moriyama 08BN138L Miki Isobe

2. Because of the recession, Japanese youths consumers carefully choose products they buy. Japanese youths live in the information society What are factors to catch the youth’s demand? Japanese youth consumers

3. 4 captivating factors We would define… Added value Trend Brand Mass psychology are the most essential factors !!

4. Keys in youth consumer behaviors internet TV, CM information magazine

5. Added Value Youths seek added value …for superiority ! 1, Monetary benefits -> cheapness, discounting, free gifts 2,Extra Services -> free services, high qualified techniques Example ・Hot pepper(Paper/Online coupons) -offers discounting, extra options, free gifts ・Word of mouth by SNS( mixi, twitter) - Users can compare the added value with other shops or restaurants

9. Girls wearing the very similar-styled clothes depending on trendsMass psyche

10. Analysis –the present state ・Youth consumer’s buying intention graduallyfalls…? yen

14. Has stereotype relationships a few chance to be inspired by others

15. Feel low need of something

16. Dependent to internet give up searching due to too much information Factors of youths’ low consuming

18. Direct approach by magazine, media ,e-mails

19. give limited sense

21. http://www.youtube.com/watch?v=EyYt_m26M4Y

24. 内閣府のH22年１１月統計情報、消費者動向調査

25. http://www.youtube.com/?gl=JP&hl=ja