BEHAVIOR OF SYUKATSU STUDENTS IN JAPANTeam World Cup 2002

Kenji, Hanbyul, Shunsaku, Yunmin

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AGENDA

Why Syukatsu students? Job-hunting population Cultural Backgrounds

Temporary constructions Difference between usual college students

and Syukatsu students Process of needs recognition Consumption behavior of Syukatsu students Syukatsu Industry Future Prediction Conclusion 2

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WHY SHUKATSU STUDENTS?The reason why we picked up Shukatsu students

JAPANESE POPULATION AND JOB-HUNTING POPULATION [GRADUATING COLLEGE]

97%

3%

Job-Hunting Population

Youthage Population Job-Hunting Population

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400,000 Syukatsu Student

CULTURAL BACKGROUND

Until 1990s, most companies recruited employees at a specific season.

After mid-1990s, the number of companies without specific recruiting season increased. Job-hunting activity extends over a longer period

of time.

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CULTURAL BACKGROUND

『 Employment Agreement』 1973~1996 Between companies and universities, to make

sure that companies would not approach to graduate-to-be (not to disturb studies / students in the university).

Abolished at the request of companies It became general to start job-hunting from

3rd grade (junior).

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Students in Syukatsu

show different consuming behavior

COMPARE STUDENTS IN JOB HUNTING AND OTHERSBasic income and expenses of College studentsPart time job during job hunting activities.Average expenses during job hunting

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BASIC INCOMES AND EXPENSES OF COLLEGE STUDENTS Average income with part time job per month

Male students - \78,000 Female students - \65,000 Total - \71,500

Average allowance per month [including living expenses] Male students - \80,267 Female - \108,840 Total - \97,821

Average transportation expense - \4,800 Food expense – \20,300 Room - \61,500 Clothing - \18,000 Cell phone - \8,200 Recreations - \19,000

Source, http://gihyo.jp/ad/pr/2009/NRR200959616

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EXPENSES DURING JOB HUNTING

Clothing - \50,000

Transportation - \33,000

Lunch - \15,000　

Resume & Pictures - \3,000

Average in total - \100,000

Source, http://www.jscs.or.jp/onlinesympo/olpd1/report3/

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PART TIME JOB DURING PART TIME JOB

More than 60% of students in job-hunting works 2,3 times a week

Their average incomes are \30,000~\50,000 Example of life style

09:00 - 12:00School 12:00 - 13:00Lunch 13:00 - 16:00Job interview 16:00 – 22:00 Part time job

Terms of part time job Many students continue job which they started

before job hunting.

Terms of job hunting

Long termShort termboth

Source, http://www.zenchu-ja.or.jp/release/pdf/1235094146.pdf#search

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HOW SYUKATSU STUDENTS RECOGNIZE THEIR NEEDS?The process of how Syukatsu students recognize their needs and purchase.

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PROCESS OF NEEDS RECOGNITION

Need Recognition

Information Search

EvaluationPurchase

Post Purchase Evaluation

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NEEDS RECOGNIZE PROCESS OF SYUKATSU STUDENTS

Needs recognition by

friends and seniors

Gather information at

store, on internet

Evaluate by word of mouthPurchase

Evaluate it and tell that to

friends

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CONSUMING BEHAVIOR OF SYUKATSU STUDENTS

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CONSUMING BEHAVIOR OF SYUKATSU STUDENT

What they purchaseBusiness Person

How they recognize

needsCollege

Students 16

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College Students

Office Workers

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Shukatsu Students

CONSUMING BEHAVIOR OF SYUKATSU STUDENT

ANALYSIS OF SYUKATSU INDUSTRY

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MARKET DEVELOPMENT

Undeveloped Market

Potential Opportunity

Current Market Unexploited Opportunity

Are customers aware of their needs?

Is business addressing needs?

Unarticulated needs

Articulated needs

Served needs

Unserved needs

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COMPARE WITH UNIVERSITY ENTRANCE EXAM

University entrance examParents spend a lot for their kids to get into top universities. [Cram Schools]

Job-hunting Parents usually do not pay for their kids to get into a good company. [Few Cram Schools for job-hunting] 20

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SYUKATSU INDUSTRY IS

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Undeveloped market

Potential opportunity

Current market

Unexploited opportunity

HOW BEHAVIOR OF SYUKATSU STUDENTS WILL DEVELOP AND CHANGE THE NEXT 10 YEARS?

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FUTURE PREDICTION

2004 2005 2006 2007 2008

72.8 72.8

73.773.8

74.2

Percentage of college students in job-hunting

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FUTURE PREDICTION

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More population More competition

More expenses•Transportation cost•Sundry expenses

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The process of needs recognition is similar to usual college students.

Things what Syukatsu students purchase are more like business people.

Syukatsu industry still has much potential to grow.

Consuming behaviors of job-hunting students will accelerate in the next 10 years.

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