This paper, translated from Japanese, looks at the sources of information and the types of media that Japanese consumers come into contact with when researching a potential purchase for 20 different products or services, with detailed results presented and discussed for cars and real-estate.
Trends in Japanese consumers' exposure to and use of media in different product choices
Masahiro ShinodaHead of Research, NARI
This paper, translated from the Japanese by WARC, is an extract from an article first published in the February/March issue of...
