| Presentation | 2018-08-26 Qualitative Study on Purchase Decision Making of a Household in Myanmar Naoya Tojo, Sumaru Niida, |
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| PDF Download Page |  PDF download Page Link |
| 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) |