Consumer Behavior

In America, fitness exercises such as Yoga and Pilates are famous and popular; in addition, Billy's Boot Camp, military style exercise, also became popular. Let me talk about the one of the successful campaign in Japanese Marketing using Billy's Boot Camp. Even though there were some exercise video before Billy's Boot Camp came out, most of them are unsuccessful as consumers never believed in its effects. However, as soon as Billy's Boot Camp came out, it recorded 20 million sales. One factor that it could achieve a successful record is that people were getting interested in health issues at that time, so there are a lot of TV program, which discuss health issues. In addition, Billy's Boot Camp does not require to prepare anything, just stand with a few space in front of TV. Moreover, the exercise could produce a result in a short term. Even though the exercise on Billy's Boot Camp is not easy but hard, Japanese people loved to see a successful result through the exercise. More importantly, as it produce a result in a short term, people had a high reliability by word of mouthby. I think that Japanese people do not get a reliability by any ads, but they tend to rely on other people' thoughts; therefore, the Billy's Boot Camp became popular as soon as they came out to exercise world in Japan. In addition, since it was already famous in America, Japanese advertisers use the name of American celebrities as the user of the exercise, and had a high reliability. I think it is effective to use famous people as they have a high influence, for instance, if famous young model use the product, young women would get more interest in the product, and they would use the product if young model recommend it. Therefore, it is necessary to know consumer behaviors. I think that is why many young advertises have been succeed in Advertising because young advertisers know consumer behaviors if their target audience is same age as them.