1. Youth Consumer Habits :“I Just Want A Humble Life” DATTEBAYO!!! JasuwhaChoi 10BN927J Kyoko Hemmi 08BN107E JaeSeok Gim 10BM903F Christian Jensen 10BN937K

3. College students in specific are “not interested in big spending”

5. Owning a car is becoming too expensive

6. Cheaper alternatives

7. Only 25% of Japanese men in their 20s wanted a car in 2008 according to Business Daily Nekkei survey

8. Down almost half from 48 percent in 2000

11. Bi-annual inspections(車検)

12. Mandatory insurance

13. Automobile tax

14. Parking fees

15. Cheaper alternatives

16. Trains

18. However, younger women are losing interest in high priced luxury goods

19. Japanese women don’t see the “need” to spend the premium amount for something casual

23. Low consumer confidence  Low future consumption

25. Cocooning

27. The emergence of a new generation with radically different attitudes. This generation—people in their 20s—has grown up through Japan’s difficult economic climate, never knowing the boom times the two previous ones experienced. Its lifestyle has prompted the nickname the hodo-hodozoku, or “so-so folks” (or, even worse, “slackers” or “herbivore men”). Many shun corporate life and material possessions and are more pessimistic and more likely to be unemployed than their elders.

29. Fujitsu. Research Institute. Aim for a 4% Wage Increase at Next Year’s Spring Wage Offensive. 6 Dec. 2010. Web. 10 Jan. 2011. <http://jp.fujitsu.com/group/fri/en/column/message/2010/2010-12-06.html>.

30. McKinsley and Company. Youth to Japan: Where Is Our Future?McKinsley and. CSI Insights Flash, Oct. 2010. Web. 10 Jan. 2011.

31. Nguyen, Steve. "The Changing Consumer Behavior in Japan." Workplace Psychology. 22 Mar. 2010. Web. 10 Jan. 2011. <http://workplacepsychology.net/2010/03/22/the-changing-consumer-behavior-in-japan/>.

32. "Prices and Living Cost in Japan." Japan-guide.com - Japan Travel and Living Guide. 8 Nov. 2010. Web. 10 Jan. 2011. <http://www.japan-guide.com/e/e2202.html>.

33. Salsberg, Brian. "The New Japanese Consumer." McKinsey Quarterly: Online Business Journal of McKinsey & Company. Mar. 2010. Web. 10 Jan. 2011. <http://www.mckinseyquarterly.com/The_new_Japanese_consumer_2548#>.

34. Tabuchi, Hiroko. "When Consumers Cut Back: An Object Lesson From Japan." The New York Times. 21 Feb. 2009. Web. 10 Jan. 2011. <http://www.nytimes.com/2009/02/22/business/worldbusiness/22japan.html?_r=2&th&emc=th>.