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

use computer search

use comparing site

search by word of mouth site

use sumple or trial goods

others

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

extremely increased

pretty increased

pretty decreased

extremely decreased

Daily visiters for GuruNavi and Tabelog

Daily visitors are increasing

The number of “Travel Report” in FORTRAVEL

2006.6 12 2007.6 12 2008.6 12 2009.6 12 2010.6 110

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

500,000

travel report

Increasing

10～ 20～ 30～ 40～ 50～ 60～0

5

10

15

20

25

30

35

40

45

Real　 Store

CM

information from friends ＆ family

word of mouth communication

Women’s Source of Informationfor Purchase

Men’s Source of Informationfor Purchase

10～ 20～ 30～ 40～ 50～ 60～0

5

10

15

20

25

30

35

Real　 Store

CM

information from friends ＆ family

word of mouth communication

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

YES

NO

0 10 20 30 40 50 60 70

Have you ever used "口コミサイト "24

60

Percentage of user is high

71.4%

28.6%

We have done questionnaires

YES

NO

0 10 20 30 40 50 60

Have you ever chosen products by word-of-the

mouth ? 32.1%27

57 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.

1997

1999

2001

2003

2005

2007

2009

0

2000

4000

6000

8000

10000

internet user

internet user

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

9.20%13.40%

21.40%

37.10%46.30%

57.80%64.30%66.00%

70.80%72.00%73.00%75.30%78.00%

the saturation level of internet

the saturation level of internet

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