Asia Business development,Indonesia IT market,Japan market research,sales channel,consumer trend, distribution

Questionnaire survey on the decision making at a purchase

Project name：	Questionnaire survey on the decision making at a purchase
Respondents：	Married women aged 30-69 in Japan
Sample：	400s 30s 40s 50s 60s Total	Total 100s 100s 100s 100s 400s
Research conducted on：	September 1-15, 2010

Research results
Q. Who make a decision when you buy the products below? (SA)

 

 

 

 

■Decision maker at a purchase　N=400

The only product for which the husband has stronger power of decision to buy than the wife is “husband’s clothes and shoes”(40%). Regarding most of housewares it is the wife who has the right to make a decision to buy while they tend to make a decision together for the product of common use.

Q. What do you emphasize the most when you buy something for your husband?

 

Q. What do you emphasize the most when you buy something for yourself? (SA)

 

■Important points which is taken into consideration at a purchase for the husband or oneself.　N=400

The most emphasized point when the wife buy something for their husbands is “whether he likes the product” (40.7%), followed by “quality of materials” (19.3%). The respondents chose the same points for the selection of products for themselves (whether I like it – 45.0%, quality of materials – 19.8%).

12.5% of respondents answered that they emphasize “whether I like the product when they buy products for their husband, while 6.2% answered that they emphasize “whether I feel luxurious about the product” when they buy products for themselves.

Q. For what are you ready to cut your budget when you want to save your money? (MA)

■Spending cut to save the money　N=400

The respondents are ready to cut their spending on “food”(46.0%), “clothes/ hobby” (45.8%), “utility cost” (37.8%) and “household goods” (35.8%).