Presentation 2018-08-26
Qualitative Study on Purchase Decision Making of a Household in Myanmar
Naoya Tojo, Sumaru Niida,
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Abstract(in Japanese) (See Japanese page)
Abstract(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)
Keyword(in English) Qualitative Research / Ethnography / Decision Making / Purchase Behavior / Family / Myanmar
Paper # HCS2018-36
Date of Issue 2018-08-19 (HCS)

Conference Information
Committee HCS
Conference Date 2018/8/26(2days)
Place (in Japanese) (See Japanese page)
Place (in English)
Topics (in Japanese) (See Japanese page)
Topics (in English)
Chair Masafumi Matsuda(NTT)
Vice Chair Nobuyuki Watanabe(Kanazawa Inst. of Tech.) / Tomoo Inoue(Univ. of Tsukuba)
Secretary Nobuyuki Watanabe(Ritsumeikan Univ.) / Tomoo Inoue(Osaka Electro-Comm. Univ.)
Assistant Kazuki Takashima(Tohoku Univ.) / Ken Fujiwara(Osaka Univ. of Economic) / Kazunori Terada(Gifu Univ.) / Atsushi Kimura(Nihon Univ.)

Paper Information
Registration To Technical Committee on Human Communication Science
Language JPN
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
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)
Date 2018-08-26
Paper # HCS2018-36
Volume (vol) vol.118
Number (no) HCS-196
Page pp.pp.25-30(HCS),
#Pages 6
Date of Issue 2018-08-19 (HCS)