To understand Japanese customers you have to dig deeper to shared systems of meanings

Book: Japanese Culture

Review:

"By far the best overall coverage of Japanese cultural history-- cogent, intelligent, readable,"

By Zangiku

" Ethnographers aim to look beyond

 what people say to understand the shared system of meanings we call "culture"" 

Source: Goulding. C. (2004) Grounded theory, ethnography and phenomenology, 

European Journal of Marketing, 

Volume 39, pp 294-308.