ABSTRACT
The purpose of this chapter is to explore what constitutes the belief or image of consumer behavior and products. The consumption patterns seem to become Westernized. Walking down the street in the Eastern countries, such as China, India, and Japan, we can find fast food restaurants such as McDonald’s, KFC, and Starbucks and retail stores such as Wal-Mart and Carrefour. Not only the restaurants and retail stores but also various customs are imported from Europe and North America. McDonald’s in Japan has the country-specific sandwiches like Tofu Burger, Teriyaki Burger, and so on. Some customs are differently understood and far from the original form. For example, a young woman confesses her love to a man by presenting chocolate on St. Valentine’s Day in Japan. Watching the phenomena, some people may get upset or embarrassed, then they complain that Japanese consumers incorrectly assimilate Western culture without understanding the real meaning of the behavior or products in western countries.
