摘要：Human Society evolution determines adaptation to the modalities through which the organization is able to know the market. The contact between organizations and consumer is made by the marketing activity, imposing a mutual long term relationship for both parties. The Japanese market had realized many changes in the last few years and in the same time the consumer behavior. To understand the Japanese behavior, their motivations needs you have to take into consideration the Japanese tradition, culture, economical, technological and human influences which are characteristics for Japan
关键词：Japan; consumer behavior; Japanese tradition; consumer habits
