The purpose of the research was to better understand all the stages Japanese international students encounter when studying abroad and to better ascertain their buyer behaviour when selecting foreign education

Japanese students come from an advanced, sophisticated society, have a unique cultural identity and require a range of products and services to meet their education needs.

Education is highly respected in Japan and so there is a cultural desire to be highly educated which drives Japanese to undertake study, particularly English

Studying overseas as an international student in a foreign country is a very challenging undertaking. How Japanese students adapt to a new country plays an important role in their study and their ultimate success.

Japanese students, like local students, want a course that will provide them with real skills that are accepted in the workplace and that can allow them to make money and build a career. No surprises here.

What makes this study different is that it studies Japanese cross-cultural adaptation by focusing on student success rather than student difficulties.

The generational change that is now occurring now in Japan will transform the employment market, education requirements, job skills and lifestyles of the next generation

Japan is a country that influences, inspires and motivates a range of other Asian cultures and countries

Education marketers have to begin to communicate with many new cultures and to quickly understand what they like, dislike and how to entice them to enrol and study with their institution, against a backdrop of formidable new competition