The importance of age as a variable for market segmentation is even greater in Japan, with many aspects of life determined by how old you are and your stage in life.

For instance, salary levels are highly age relative, with people ordinarily achieving greater purchasing power the older they get, through advancement at the workplace. So, in a crude sense, more high-priced luxurious items are best marketed to older consumers, who are more likely to buy them.

Adjusting your approach to the preferences, ideals, and attitudes of these individuals is an important part of bringing your brand and marketing strategy to Japan.



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