Characterized Consumer Behavior

Word-of-mouth communication

08bn019j Eri Imai08bn026c YuiOu

08bn055d Sakiko Sagami

AgendaO What is Word-of-mouth O Trends in Japan O Reasons / BackgroundsO Verifications /questionnairesO The view of next 10 yearsO References

Word-of-mouth communication???

O Word of mouth refers to oral communication and the passing of information from person to person.

O Ex. Blog, comparing website, billboard

Trends in Japan O The number of visiters of “word of

mouth web-site” is increasing in recent years

O Especially YOUNG PEOPLE are main users

O They decide their purchase according to word- of-mouth

Characterized Consumer Behavior

Daily visiters for GuruNavi and Tabelog

Daily visitors are increasing

The number of “Travel Report”

in FORTRAVEL

Increasing

Women’s Source of Informationfor Purchase

Men’s Source of Informationfor Purchase

Reason why choose ordinary cosmetics

BackgroundsO After the rapid economic growth,

people became to have a lot of choices in making decisions on their purchase.

O Because of the abundant information from the suppliers, people started to search and compare items hearing the opinions from other people

ReasonsO Japanese rely on the opinions of their

families and close friends

O Japanese like to be “in group” “same with others ” more than other countries from their cultural factors

We have done questionnaires

O Purpose: - to identify how many people

interested in “word of mouth website”

O Target of our questionnaire: - girls and women - 16-25 years oldO Answer : 94 people answered our

questionnaires

We have done questionnaires

Percentage of user is high

71.4%

28.6%

We have done questionnaires

67.9%

care about word-of-the mouth

View of Next 10 yearsO As you can see from these shift, net environment would spread more and more.O Users of word-of-mouth communication site

would increase still more.O This behavior would continue to be seen

among young people after next 10years.

ReferencesO Google research

http://research.goo.ne.jp/database/data/000371/

O Fortravel website

O Web advertising researching organization

O Media interactive http://web-tan.forum.impressrd.jp/e/2008/06/19/3336

O @cosme service resources