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  • 1. Characterized Consumer BehaviorWord-of-mouth communication 08bn019j Eri Imai 08bn026c YuiOu 08bn055d Sakiko Sagami
  • 2. Agenda What is Word-of-mouth Trends in Japan Reasons / Backgrounds Verifications /questionnaires The view of next 10 years References
  • 3. Word-of-mouth communication??? Word of mouth refers tooral communicationand the passing of information from person to person. Ex. Blog, comparing website, billboard
  • 4. Trends in Japan The number of visiters of “word of mouth web-site” is increasing in recent years Especially YOUNG PEOPLE are main users They decide their purchase according to word- of-mouth
  • 5. Characterized Consumer Behavior
  • 6. Daily visiters for GuruNaviand Tabelog Daily visitors are increasing
  • 7. The number of “Travel Report” in FORTRAVEL Increasing
  • 8. Women’s Source of Informationfor Purchase
  • 9. Men’s Source of Informationfor Purchase
  • 10. Reason why choose ordinary cosmetics
  • 11. Backgrounds After the rapid economic growth, people became to have a lot of choices in making decisions on their purchase. Because of the abundant information from the suppliers, people started to search and compare items hearing the opinions from other people
  • 12. Reasons Japanese rely on the opinions of their families and close friends Japanese like to be “in group” “same with others ” more than other countries from their cultural factors
  • 13. We have done questionnaires Purpose: - to identify how many people interested in “word of mouth website” Target of our questionnaire: - girls and women - 16-25 years old Answer : 94 people answered our questionnaires
  • 14. We have done questionnaires 28.6% 71.4% Percentage of user is high
  • 15. We have done questionnaires 67.9% care about word-of-the mouth
  • 16. View of Next 10 years As you can see from these shift, net environment would spread more and more. Users of word-of-mouth communication site would increase still more. This behavior would continue to be seen among young people after next 10years.
  • 17. References Google research http://research.goo.ne.jp/database/data/000371/ Fortravel website Web advertising researching organization Media interactive http://web-tan.forum.impressrd.jp/e/2008/06/19/3336 @cosme service resources

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