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