Emerging consumer behavior Essay Example

lap up innovations that help track and improve their mental wellbeing. There are a lot of 2 relative applications on smartened.

For instance, with 'xebec Calm', you can assess your stress level.

The application would provide you with relaxation skill and also links to online recourses for stress and anxiety. 'Optimism' is an application with a lot of mood charting. It offer you some strategies to manage your depression and other mental disorders. With 'Hatchways', you'll have to do a 3-min questionnaire to assess your risk of depression, bipolar and anxiety and PETS. After the questionnaire is done, you'll receive a personalized report showing how much burden these symptoms may be causing you and also the advices of dealing with the situation.

There are also some break-through on technology device.

People can not only examine their biological conditions but also their physiological conditions. A device called Spire who just won the National Design awards this year in New York is a tracker focusing not only on normal data like heart rate but also indicators of stress, for example, the length and depth of your breaths (Walker, A 2014). There is no denying that with all micro-environment drivers mentioned, Machinery is a latest consumer trend. Japanese Consumer Behaviors.

External and Internal influences It is easier to observe people's general characteristics when they are under pressure. From the relief work of nuclear disaster in 201 1, it's not hard to tell that Japanese people are self-disciplined (Nielsen, p 201 1). This is based on the initialization of their culture, including moral standard and moral obligation. People in the society have a high degree of confidence and trust to other society

members which creates the integrity and harmony within the society.

To go for perfection, detail and conformity, when facing public welfare and private benefits, instead Of making troubles, Japanese people prefer repressing their emotion and thoughts. The religion has a strong affect n Japanese nationality. Shinto and Buddhism are two main religions in Japan. Buddhism encourages people not to express their emotions in public. The ability of controlling passions and emotions is regarded as capability. Shinto is more about moral values.

It teaches people the importance of worship of ancestors, how we would respect to the tradition of the family and desire peace (Nielsen, P. 01 1). Japanese people are more collectivism than individualism. They emphasize on how to getting along with others in harmony rather than being their honest and direct selves.

There is a Japanese term called "KY' l) which is seed to describe the kind of people do not know how to read the atmosphere around them. Under this high intense environment where everyone has to hold back 3 their feeling all the time, Japan has a suicide rate exceeding 60% than the global average (Japan's suicide rate exceeds world average : WHO report). 2. Health and Lifestyle Japan is a nation that people have higher health conscious and awareness. Japanese people are willing to take real action to maintain or improve their health. Since 1 961, Japan started to provide national health insurance (Shabbily, K.2011). Patients' medical fee would be covered by the health care aerogram. Furthermore, Japan is week-known for its good dietary habits. The cuisine is all about quality and purity of food. An usual Japanese meal is always composed of

various kind of food, fish, sea vegetable, rice, fruit and green tea, but all in small amount.

Also, there is an increasing expenditures on bottle water, organic, health foods, health-promoting test in Japan which shows that they pay a lot of attention on what they eat.

This is also the reason that Japan is a country with a high life expectancy. However, this also causes the problem of aging population. In Asian culture, children are always expansible to take care of their parents which is considered as the filial piety. Since there is 25% of their citizens are over 65 years old, it brings more pressure to middleman people (Reynolds, l.2014). Middle-age people would not only get pressure from their works but also their family issue.

Elder people might get depression from their chronicle disease. This makes Japan one of the country facing severe mental issue. D Launching a new product 0 3.

Identify Customer

Japan is a male-dominant country. Men are responsible for the financial resource in a family, not only to their wife, children but also their parents. So, t causes always the depression when facing job insecurity and stigma of unemployment. In 2009, the suicide rate of male is 36.2 per 1 00,000 population almost three times higher than female with the rate of 13. 2 per 100,000 population(see Appendix B).

And work-related depression are the prime motive to commit suicide, accounting for 47 percents of them (Japanese suicide rate swells amid prolonged economic slump 2010). According to the data (see Appendix C), the majority of people who commit suicide are aging from 35-65 years old. So, the ultimate target market would be

male from 35-65 years old and intermediate target market would be officers at every age.

Define Needs

Office works and conferences are the main reason caused the stress of Japanese officers. Japanese companies are famous for groupies. Officers pay a lot of attention to maintain the relationship between co-workers.

There might be a slight differences in each sector.

But most of employees are unable to go home even the official working hour is over. They can't leave until their works are finished and they can never leave the company before their managers. Even thought, after finishing the work and leaving the company, most of the time they have to go having a drink with their leagues or working partners from other companies. This kind of social engagement is part of their corporate culture which is considered as important as formal conference.

Companies also organize a lot Of activities to create coherence within the company.

Officers make a lot of effort on repressing their tiredness and keeping everything going smoothly in all these occasions. And it ends arising the number of people who have depression and stress.

How The Product Solves The Problem

The product would be used to track their own mental conditions. The data would be analyzed automatically when the data is got. It can provide you with some relaxing way to ease the tension. Furthermore, there is a special feature that the it can connect to devices around you. You would not only knowing your own mental condition, but also the one of people around.

Users have no longer the need to guess what others are thinking what the best way is to react, what the consequence

may get if he/she says something or do something wrong. Overall, users wouldn't make so much efforts on maintaining the relationship which the product would do for them.

Product

A new-to-the-world product named 'Air Reader' would be launched to fulfill he market due to the emerging trend - Machinery.

Its in the form of schismatic with all schismatic's features but one additional functions - tracking your personal mental conditions and also connect devices around to gain others' mental statues.

With the relative application, there will be many points indicating the people around you and show their current mood by different color of light on the screen. Tapping the light, you'll get detailed information about the person. If you want to talk to him/her, the device would give you trustful advices based on both of your mental situation. The reduce is available in multiple colors. Customized service is offered with additional price.

Price

The main goal of the product is to reduce social pressure. So, our target market is Japanese officers.

The launch price of the product would be set at (?340 equally ). Even though, the leader users of technology are not price sensible. But we would like to gain a better profit after the word- mouth affect. Most of officers would buy 'Air Reader without hesitation after the positive references from their leader-user friends..

Place

There is no direct competitor in current market. However, creating customers' loyalty is one of the advantage of first-mover in the firm. To achieve this goal, a retail store in the form of museum with interactive exhibits would be established in Tokyo, Japan.

The museum would present the Japanese characteristics, current issues caused by

nationality, how to observe and react to a situation and etc in a funny and interesting way which would attract also family with children to visit. There would be an area where people can try the product with the help of .NET Asiatic and professional salesperson. There would be a 5% off discount on the museum ticket. If visitors order the product online with their own tech devices, thefts get 5% off and the product WOUld be sent to the assigned destination within 12 hours. Visitors can also do the purchase in the store.

There Will be experienced salesperson to help with every setting process. 32.4 promotion ; Opinion leaders would receive a 'Read the air for free, but they are obligated to promote the product on their columns, blobs, Backbone pages, mainstream and any other social medias. ; Since the target market is Japanese officers, the advertisement in the metro is indispensable. ; There is a huge mount of Japanese using LINE, an instant messaging. Stickers which are larger and more expressive form of memos have brought huge profits and success to LINE (McCarty, C. 2014).

Many artists and brands create official account on LINE to communicate with potential customers.

Also launching free stickers of brand is a usual promote way. So, creating a official account and launching a set of stickers based on the products is a good way to gain more awareness. ; There are a lot of Japanese television series whose story lines are based on the office life and interaction with colleagues. This kind of drama always make he emotional connection with officers. The most popular one is called Handsaw Nook

which was first broadcasted last year in Japan.

The show received a height rating of 45% for its last episode (Gavin, B. 013). If the 6 product can be embedded in high quality and relative series, it would bring an UN-expectable result. ; Co-operating with organization and company is also considered as a promotion way, since Japanese companies like to organize a lot of group activities for their officers to create coherence between them. They can reserve a private visit for the officers in the company at a discount price. Conclusion It is clear that the emerging trend, Machinery is not coming from nowhere but the modern life pressure and it is going to lead the technology industry to a higher level.

Taking Japan as an example, since the high suicide rate and increasing mental disorder are mostly caused by cultural facet, it's unable to cure the problem from the root. To treat the symptoms, relaying on the new technology might be the easiest way and also a good economic choice. A deep study into Japanese consumer behaviors reveals that there is a great potential for quantify-mental-self gadgets in Japanese market due to their arches of harmony and their repression of feelings. Even though, the expense on research and development might be high.