New product development based on Japanese consumer tastes in the area of electronics and home appliances

Author: Tohru Nishikawa


The marketing philosophy of Japanese enterprises in the high-tech field is to discover ways to match technology with the traditional life style and culture of the Japanese people instead of just regarding technology as rational, functional and universal. In think this is one major reason why the Japanese market has become very sophisticated and the most demanding in the world. I want to clarify this marketing policy of Japanese enterprises, especially with respect to product design, by examining three examples: 1. Japanese language word processors with "hardwriting" typefaces. 2. Noise-less washing machines produced to suit the Japanese style of washing clothes, and 3. High technology "kotatsu" (foot warmers); traditional Japanese heaters.

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