Understanding Japanese consumer behaviour and cultural relevance of gift giving

Suarez, Lina, Hugo, Nichole and Paris, Cody Morris ORCID logoORCID: https://orcid.org/0000-0002-0339-2471 (2020) Understanding Japanese consumer behaviour and cultural relevance of gift giving. African Journal of Hospitality, Tourism and Leisure, 8 (4) , 77. ISSN 2223-814X [Article]

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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.

Item Type: Article
Sustainable Development Goals:
Research Areas: A. > Business School
Item ID: 35693
Depositing User: Cody Paris
Date Deposited: 01 Sep 2022 09:37
Last Modified: 05 Sep 2022 13:11
URI: https://eprints.mdx.ac.uk/id/eprint/35693

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