The Japanese market has consumers to which are mostly traditional in not purchasing the latest and greatest so they can keep up with the Johnsons or Lees I guess for Japanese version. The Japanese market is that of what people need to survive instead of the American market to which is to buy all the nice things you can afford so you can enjoy the finer things in life. Japanese people also do not earn as much money as American people do for the same classes. Middle class in America earns somewhere in the midst of $75,000 to $150,000 a year per household to which is considered doing pretty well. The typical middle class of a Japanese household can accumulate $5,000 to $15,000 and be considered middle class by Japanese standards. Then there is the whole ethnocentrism issue of past wars and conflicts creating consumer whom may be interested in products for other countries but because of the past conflict do not buy. A good example from the book would be this “Other evidence suggests that some older American consumers, in remembrance of World War II, still refuse to purchase German- and/or Japanese-made products, whereas some German and Japanese consumers may feel similarly about American-made products.”(Consumer Behavior 2010) When the American Army changed its uniform headwear to the beret the government purchased Chinese berets for the soldiers to wear and the soldiers were opposed to wearing berets from a country to which we were in past conflicts with and had different views thereof. The United States Army then supplied the soldiers from a different country to reduce the amount of conflict between the soldiers and their uniform suppliers. The American Market for the Iphone was jaw dropping; people were camping outside of stores in lines just to make sure they would have a better chance at purchasing a $400-$700 phone and be locked into a two-year contract