"By the late twentieth century, Japanese people were renowned as the world's most avid and knowledgeable consumers of …. Penelope Francks' book offers an alternative account of Japan's modern economic history from the perspective of the consumer …. Tracing Japan's economy from the eighteenth century to the present, she shows how history has conditioned what Japanese people …

prefecture. On the basis of a survey conducted in 2014 among 8,000 consumers from all parts of Japan and focusing on ten food …

contemporary consumerism which suggests that consumerism is fragile & consumers unpredictable …