Consumer cluster analysis of Japan, China, and Thailand.

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last updated：Feb 06, 2026

DICカラーデザイン

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This introduces the characteristics of consumer clusters in Japan, China (Shanghai), and Thailand, classified through the analysis of consumer purchasing behavior. The consumer clusters in each country are categorized based on differences in values related to purchasing activities. Due to cultural differences, there are values that are similar and those that are not, leading to variations in the factors (purchasing value characteristics) used for cluster classification. Japan does not have a "simple-oriented" factor, but since many Japanese people prefer simplicity, it is thought that the strength of this inclination may not significantly contribute to consumer classification. 【Factors (Purchasing Value Characteristics)】 ■ Japan: Status-oriented, authenticity-oriented, craftsmanship-oriented, uniqueness-oriented, classic-oriented, trend-oriented, value-oriented, fashion-oriented ■ China: Status-oriented, simple-oriented, material-oriented, value-oriented, quality-oriented, trend-oriented, word-of-mouth-oriented, uniqueness-oriented ■ Thailand: Luxury-oriented, authenticity-oriented, simple-oriented, classic/traditional-oriented, individuality-oriented, eco-oriented, value-oriented, fashion-oriented *For more details, please feel free to contact us.