The tourist’s treasure hunt, the local’s daily grind: an analysis of the Don Quijote brand perception and its implications for expansion in Europe

This thesis takes a closer look at why the Japanese retailer Don Quijote has found such a success, suggesting that its "experiential chaos" model derives from Japan's distinct economic and cultural environment. The model creates an interesting contradiction: while it turns the store into a "treasure hunt" for tourists, who having fun and enjoying discover new products, it can be at the same time a bit frustrating for local people who are trying to do their regular shopping. Through a survey of 160 foreign customers the analysis shows two distinct profiles:tourists and residents. Tourists enter the store for curiosity and enjoyment, tend to buy quirky items and are delighted by the wide variety and lively atmosphere. On the contrary residents rely on the store for practical grocery needs and often criticize the disorganized layout and perceived quality. In the end the study highlights a promising opportunity for expansion into Europe, suggesting that Italy could become a potential test market due to its local "Japan-mania" and a fragmented retail scene. Don Quijote's success teaches us an important lesson for the digital age: a sustainable advantage comes from offering the joy of discovery to customers and how “chaos” can be used as a merit and not a flaw.