Japanese Customer: Measuring the impact of the Oriental zodiac on buyer behaviour

Photo: Qr code

Book - An Introduction to Japanese Society

"Back in 1966, the birthrate made a sudden dip to the 1.58 mark. The year coincided with the year of the hinoeuma, or fire horse, which comes once every 60 years in the Oriental zodiac. In Japan, women born in hinoeuma years are believed to be headstrong and deadly to men, and this superstition leads people to avoid having children in those years, which caused a low birthrate."







Source:Role of consumption tax must be social security
The Daily Yomiuri, Jan. 11, 2008
http://www.yomiuri.co.jp/dy/editorial/20080111TDY04303.htm

Book - An Introduction to Japanese Society