Research Frontiers

Japanese "longevity-society" as a model for innovative approaches to market research

Akira Shimizu, Professor
Faculty of Business and Commerce, Keio University

July 17, 2018

Akira Shimizu
Researcher video (165 seconds)

Akira Shimizu, Professor, Faculty of Business and Commerce, Keio University.

Prof. Akira Shimizu is conducting research on marketing and in particular consumer behavior. "To date, research on consumer behavior in Japan has mainly been overseas research methods applied directly to Japan," says Shimizu. "But it is has become more difficult to interpret the results of such research. So, in my research I am focusing on highlighting the unique aspects of Japanese consumer behavior to overseas researchers."

Shimizu is conducting several research projects including on longevity because of the rapidly aging society in Japan, where 25% of the population is over 65 years old. Researchers used to think that people over 65 are not active consumers and paid little attention to marketing to this population. However, people today over the age of 65--the baby-boomer generation--lived through the rapid economic growth period of the Japanese economy, the so-called bubble era, and have a strong interest in consumption.

"We know that the current older generation of people in Japan have different behavioral patterns than past generations. For example, well informed older people have unique behavioral patterns, showing moderation in order to attain a high quality of life. They have many friends, and prepare early for the future."

"The over 65s tend to think about the future as they live highly fulfilled lives," says Shimizu. "Currently, Japan is leading in this respect, and it will take more than ten years for older people in other advanced countries to exhibit similar behavior."

Shimizu believes that companies targeting older people for consumer marketing research in Japan now will become leaders with their products in 10 years' time. Therefore, although there are many types of research unique to Japan, research on longevity is meaningful for the world not only from a medical perspective but also in terms of marketing.

Contact
Keio University Global Research Institute (KGRI)
2-15-45 Mita, Minato-ku, Tokyo 108-8345 Japan
E-mail : kgri@info.keio.ac.jp
http://www.kgri.keio.ac.jp/en/index.html

Further information
Akira Shimizu, Professor
Faculty of Business and Commerce, Keio University.
https://k-ris.keio.ac.jp/html/100001018_en.html

Recent research

As of July 17, 2018

Akira Shimizu' research interests include brand management, communication strategy, consumer decision making, and "circulation marketing". His major publications are the following four books written in Japanese:

  1. Akira Shimizu, The Marketing New Wave from Japan, Chikura-Shobo, 2013.
  2. Akira Shimizu, Strategic Consumer Behavior, Chikura-Shobo, 2006.
  3. Akira Shimuzu, Retail Strategy with Consumer Insight, Chikura-Shobo, 2004.
  4. Akira Shimizu, New Consumer Behavior, Chikura-Shobo, 1999.