Case One
Japan to Apple’s iPhone: “No Thanks!” The novel variation of Apple’s iPhone has commonly been a strong seller internationally, except for Japan. Whilst many analysts had calculated Apple would sell one million gadgets of its latest iPhone in Japan, revised calculations put the total at more like five hundred units. So what is the trouble? The gadget utilizes the faster 3G network and suggests the modern touch screen. Besides, Apple iPods and computers are quite popular in the country.
It turns out that iPhone’s usage of the 3G network is far from a big deal in the country, as a 3G access has been a usual characteristic on Japanese mobile phones for many years. And as far as the novel touch screen is concerned, a few Japanese buyers think they would have troubles getting used to it. Probably, the major issue facing the Apple company, nevertheless, is what the iPhone does not possess. It is crucial to bear in mind that Japanese buyers enjoy some of the internationally most technologically superior mobile phone characteristics, for instance, “the high-end color display, satellite navigation service, digital TV-viewing capability, music player and the convenient digital camera.” One more “must have” characteristic in Japan, lacking in the iPhone, is “emoji” that is a clip art, which may be inserted in sentences to make the e-mails more striking. Moreover, lots of cell phones in Japan permit users to utilize cell phones as train passes or even debit cards.
What else is wrong with this gadget, from a Japanese point of view? Practically everything: high monthly information plans, which go with it, the paucity of characteristics, the low-quality camera, the outmoded design and a fact that it is not Japanese. Also, the price has been totally out of whack with the local market realism. Apple’s iPhone is inarguably popular elsewhere. Nevertheless, even before the gadget’s launch in the nation, analysts were forecasting that the gadget would fail to crack the local market. The nation has been traditionally unsympathetic toward western labels - counting Motorola and Nokia, whose efforts to grab Japanese buyers were futile.
Apart from the cultural opposition, Japanese people possess high, complex standards concerning the cell phones. The nation is well-known for being ahead of the time when it comes to advanced technology, and the iPhone just does not cut it. What else bugs the locals concerning the novel gadget? The pricing plans. Japan’s carrier environment is extremely competitive that equates to comparatively reduced monthly rates for gadgets. The iPhone’s monthly plan starts at approximately sixty dollars that is extremely high compared to competitors.
So, it is obvious that unlike many buyers in the USA and Europe, buyers in Japan are predominantly choosy and prefer to purchase the premium products and services.Generally speaking, the alteration in shopper’s attitudes and conduct has arrived and, it appears, is here to remain. This alteration “stems not merely from the downturn but also from profoundly-seated factors varying from the digital revolution to the appearance of not so materialistic younger generation” (Salsberg, 2010).
Salsberg asserted that three major factors assisted in leading to this novel consumer tendency (Salsberg, 2010). First of all, the economic downturn. The local economy has been weak for practically twenty years. The other factor is that a novel generation of locals has grown up with very dissimilar attitudes. Nicknamed “so-so folks”, many avoid corporate living and material ownership (Salsberg, 2010). The third and the last aspect contributing to the novel tendency in buyers conduct is administrative regulatory acts. Shopper behavior looks at a course involved when people or groups opt, use, buy, dispose of goods, services, thoughts, or experiences to please requirements and wishes (Solomon, 2004). Customer behavior comprises the