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| Presentation | 2018-08-26 15:15 Qualitative Study on Purchase Decision Making of a Household in Myanmar Naoya Tojo, Sumaru Niida (KDDI Research)  HCS2018-36 |
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| Abstract | (in Japanese) | (See Japanese page) |
| (in English) | This is a report on qualitative study which examines purchase behavior of people in the Burmese context. We used interviewing and observational approaches in visit survey to ten local residents to comprehend their purchase behavior and living surroundings. From the results of the exploratory investigation, we considered how do members in a family as an economic entity initiate, discuss, and finally determine purchase decisions. In particular, we analyzed decision-making process in purchase behavior of low- and high-involvement, and extracted features related to household finances management and information searching. We structured household purchase-decision making on the basis of extracted features. Moreover, we compared purchase behavior of related to smartphones with those of low- and high-involvement, and discussed factors that could be a purchase barrier. We also discussed insights that can be used for design of services and touch points in the future. | |
| Keyword | (in Japanese) | (See Japanese page) |
| (in English) | Qualitative Research / Ethnography / Decision Making / Purchase Behavior / Family / Myanmar / / | |
| Reference Info. | IEICE Tech. Rep., vol. 118, no. 196, HCS2018-36, pp. 25-30, Aug. 2018. | |
| Paper # | HCS2018-36 | |
| Date of Issue | 2018-08-19 (HCS) | |
| ISSN | Print edition: ISSN 0913-5685 Online edition: ISSN 2432-6380 | |
| Copyright and reproduction |
All rights are reserved and no part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from the publisher. Notwithstanding, instructors are permitted to photocopy isolated articles for noncommercial classroom use without fee. (License No.: 10GA0019/12GB0052/13GB0056/17GB0034/18GB0034) | |
| Download PDF | HCS2018-36 |
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| Conference Information | |
| Committee | HCS |
| Conference Date | 2018-08-26 - 2018-08-27 |
| Place (in Japanese) | (See Japanese page) |
| Place (in English) | |
| Topics (in Japanese) | (See Japanese page) |
| Topics (in English) | |
| Paper Information | |
| Registration To | HCS |
| Conference Code | 2018-08-HCS |
| Language | Japanese |
| Title (in Japanese) | (See Japanese page) |
| Sub Title (in Japanese) | (See Japanese page) |
| Title (in English) | Qualitative Study on Purchase Decision Making of a Household in Myanmar |
| Sub Title (in English) | |
| Keyword(1) | Qualitative Research |
| Keyword(2) | Ethnography |
| Keyword(3) | Decision Making |
| Keyword(4) | Purchase Behavior |
| Keyword(5) | Family |
| Keyword(6) | Myanmar |
| Keyword(7) | |
| Keyword(8) | |
| 1st Author's Name | Naoya Tojo |
| 1st Author's Affiliation | KDDI Research, Inc. (KDDI Research) |
| 2nd Author's Name | Sumaru Niida |
| 2nd Author's Affiliation | KDDI Research, Inc. (KDDI Research) |
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| Speaker | Author-1 |
| Date Time | 2018-08-26 15:15:00 |
| Presentation Time | 30 minutes |
| Registration for | HCS |
| Paper # | HCS2018-36 |
| Volume (vol) | vol.118 |
| Number (no) | no.196 |
| Page | pp.25-30 |
| #Pages | 6 |
| Date of Issue | 2018-08-19 (HCS) |
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