Stressing quality and service, Japanese consumers have cultivated a special consumer habit--going straight for highly reliable brand names--that makes expanding sales in Japan very difficult for Taiwanese brands.
重品質、重服務的心態下，日本消費者養成一種特殊的消費癖好﹘﹘乾脆選擇一切值得信賴的「名牌」﹘﹘這使得台灣商品拓銷日本更顯得前途多艱。