Market Segmentation in Japan
Concepts of Generations:
"Dankai"
(About 670 million over 50's in 2004)
"Dankai" generation has a big population and is very competitive. It is said that they are so smart-aleck since the former generation has small population because of World War II. On the other hand, they tend to stick on the word "Equality". The conflict of adults against Japan-U.S. Security Treaty when they were early adolescence, influenced the education of post war. The "Dankai" generation still are strongly against the war.
"Dankai Junior"
The children generations of "Dankai" were very competitive in the education system from when they were children, due to the big volume of population. In Japan, many companies accepts only freshmen or job seekers with the same industry's background. Many Dankai Junior" worried about unemployment, land jobs that are less competitive.
This generation is said to be industrious and considering for others.
Population and No. of Households by Prefecture |
(thousand) March 31, 2005 |
Market Segments by Age |
(thousand) October 1, 2004 |
| Prefecture Rank | Over 15 years old |
Youth Market (15 - 24) |
Bridal Market Male (27 - 31) |
Bridal Market Female (25 - 29) |
Mature Market (45 - 64) |
Silver Market Male (65 - ) |
Silver Market Female (65 - ) |
| Total | 109,955 |
14,393 |
4,771 |
4,262 |
35,451 |
10,506 |
14,375 |
| Previous Year | 109,735 |
14,758 |
4,902 |
4,446 |
35,416 |
10,259 |
14,052 |
| 1. Tokyo | 10,888 |
1,221 |
561 |
479 |
3,228 |
9666 |
1,261 |
| 2. Osaka | 7,751 |
961 |
362 |
329 |
2,437 |
664 |
880 |
| 3.Kanagawa | 7,524 |
917 |
377 |
304 |
2,367 |
635 |
779 |
| 4. Aichi | 6,104 |
802 |
295 |
250 |
1,947 |
525 |
670 |
| 5. Saitama | 6,047 |
799 |
293 |
249 |
2,037 |
496 |
597 |
| 6. Chiba | 5,217 |
674 |
248 |
207 |
1,742 |
456 |
560 |
| 7. Hokkaido | 4,912 |
650 |
192 |
184 |
1,641 |
498 |
677 |
| 8. Hyogo | 4,792 |
632 |
201 |
192 |
1,556 |
450 |
617 |
| 9. Fukuoka | 4,345 |
622 |
183 |
183 |
1,394 |
389 |
582 |
| 10. Shizuoka | 3,267 |
416 |
136 |
114 |
1,083 |
321 |
432 |
| 11. Ibaraki | 2,565 |
357 |
111 |
96 |
864 |
237 |
315 |
| 12. Hiroshima | 2,472 |
326 |
104 |
94 |
806 |
243 |
345 |
| 13. Kyoto | 2,284 |
309 |
106 |
103 |
722 |
217 |
302 |
| 14. Niigata | 2,122 |
278 |
79 |
71 |
688 |
234 |
339 |
| 15. Miyagi | 2,041 |
304 |
89 |
85 |
646 |
191 |
267 |
| 16. Nagano | 1,898 |
233 |
76 |
64 |
599 |
216 |
297 |
| 17. Gifu | 1,805 |
243 |
73 |
69 |
592 |
183 |
244 |
| 18.Fukushima | 1,794 |
257 |
68 |
61 |
580 |
191 |
275 |
| 19. Gunma | 1,744 |
226 |
72 |
62 |
579 |
172 |
233 |
| 20. Tochigi | 1,726 |
236 |
74 |
63 |
578 |
170 |
220 |
| 21. Okayama | 1,674 |
225 |
67 |
64 |
535 |
147 |
252 |
| 22. Mie | 1,599 |
209 |
63 |
57 |
519 |
135 |
224 |
| 23.Kumamoto | 1,585 |
227 |
55 |
55 |
506 |
139 |
257 |
| 24.Kagoshima | 1,512 |
221 |
48 |
52 |
481 |
125 |
261 |
| 25.Yamaguchi | 1,307 |
166 |
47 |
44 |
437 |
117 |
219 |
| 26. Nagasaki | 1,281 |
184 |
42 |
42 |
420 |
135 |
206 |
| 27. Ehime | 1,278 |
166 |
46 |
44 |
421 |
139 |
206 |
| 28. Aomori | 1,251 |
175 |
44 |
41 |
418 |
125 |
190 |
| 29. Nara | 1,231 |
174 |
51 |
51 |
414 |
117 |
156 |
| 30. Iwate | 1,200 |
162 |
43 |
39 |
390 |
135 |
198 |
| 31. Shiga | 1,159 |
168 |
52 |
47 |
368 |
102 |
139 |
| 32. Okinawa | 1,106 |
189 |
48 |
45 |
329 |
90 |
128 |
| 33. Yamagata | 1,057 |
140 |
37 |
33 |
341 |
124 |
181 |
| 34. Oita | 1,048 |
138 |
36 |
36 |
346 |
117 |
172 |
| 35. Akita | 1,017 |
127 |
33 |
30 |
339 |
120 |
182 |
| 36. Ishikawa | 1,011 |
133 |
44 |
38 |
328 |
97 |
142 |
| 37.Miyazaki | 992 |
141 |
34 |
33 |
329 |
106 |
159 |
| 38. Toyama | 968 |
115 |
39 |
33 |
321 |
103 |
151 |
| 39.Wakayama | 907 |
118 |
32 |
30 |
297 |
100 |
144 |
| 40. Kagawa | 878 |
111 |
34 |
31 |
288 |
95 |
136 |
| 41.Yamaguchi | 756 |
101 |
30 |
26 |
239 |
79 |
110 |
| 42. Saga | 737 |
111 |
27 |
27 |
238 |
76 |
116 |
| 43.Tokushima | 706 |
92 |
25 |
24 |
232 |
79 |
115 |
| 44. Fukui | 704 |
93 |
28 |
24 |
225 |
75 |
108 |
| 45. Kochi | 699 |
88 |
25 |
23 |
229 |
81 |
123 |
| 46. Shimane | 650 |
85 |
22 |
19 |
207 |
80 |
121 |
| 47. Tottori | 524 |
71 |
19 |
17 |
168 |
57 |
87 |
