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Japan on the Cheap

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The situation in the Japanese consumer market. There is a slow decline in Japanese department stores over the last 14 years. Car sales are also in decline. A number of trends are converging. Japan's population is declining. About one third of Japanese jobs are now non-permanent, part-time or contract jobs.The result is a decline in demand and move to lower priced goods. Smaller cars that have engine displacements below 660 cubic centimetres are seeing increasing sales. The cost is less than $10,000, and cost less to run and maintain. These cars were 20% of the total car sales in 1995, now they are 30%, according to the Japan Automobile Manufacturer's Association.

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