The structure of and changes to the life values of Japanese consumers

As the standard of living improves and the number of choices expands, consumer behavior shifts from meeting needs to realizing the specific life values of each consumer. A structural analysis of life values was performed to increase understanding of consumer behavior as a whole, so that effective marketing strategies can be prepared. The structural analysis of life values was conducted by plotting daily activities in an evaluation space, which was defined by "necessity,""attractiveness," and "ease of achievement," and also by factor analysis of these daily activities. Using this method, we measured the structure of the daily activities of Japanese consumers, and then examined the value structure of time-consuming activities, which our research suggests will be considered highly attractive in the future. Based on the results of the surveys, we discuss the development of the market for highly attractive activities and products. However, an improvement in life infrastructure is a prerequisite to realizing a market for highly attractive activities and products.