About the Report 

This report follows a research on the impact of product origins in the product evaluation of the (Japanese) consumer. The research includes a comprehensive analysis of scientific literature on consumer decision making; cultural values, country images, and the country-of-origin effect. Upon this theoretic foundation, the research elaborates on the importance of product origins for the Japanese consumer with a series of interviews among market experts and two consumer surveys as well as a series of anecdotal findings from the Japanese market for illustrative purposes.

Please go to the EU-Japan website, to get the access to this report.

The report has been released within Minerva Fellowship framework managed by the EU-Japan Centre.

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