A Study on Customer Attitude towards Reuse Goods Shop A Case Study with Respect to Hard off Corporation, Japan

V. Krishna Mohan


Old is gold an adage, has become true at HARD OFF in Japan. What would one do with an old and outdated item? Just throw or keep in a cupboard, which further deteriorate the value and buy a new thing, this is the basic idea behind the establishment of Hard Off which is Eco-Reuse Factory in Japan. The Hard Off follow 4Rs- Reduce, Recycle, Reuse and Refuse. They often undertake small repairs to upgrade the performance of few articles. The current paper is to focus on the re-using and marketing methods of abandoned/used goods; organization and activities undertaken at HARDOFF stores; and also to know the customers perception about these stores and goods available. In order to examine the customer’s perception, a survey of 50 people at 5 different stores in and near by Tochigi prefecture, Japan has been made, and observed that customers are very interested in buying used goods, and pricing was considered genuine, the consumers here don’t feel a blot or social stigma in purchasing these used goods.This paper also analyses the reason behind customer loyalty towards these stores and found that the customers feel that they can upgrade themselves at low cost. This store should not be confused with artefacts and antique goods shops.

Keywords: Customer perception, Hard off, re-use, repair and recycle.

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