Abstract
Aiming to promote regional revitalization efforts using local resources, we focused on “crafts” and used a pairwise comparison analysis to determine the priority of 11 evaluation items set as purchase motives. Both men and women gave high priority to “functionality” and low priority to “emotionality. Although “reliability of manufacturer/brand” was a similar criterion to “emotionality,” males tended to rate “reliability of manufacturer/brand” higher. Uniqueness” and “good taste” were given higher priority by those interested in crafts, while “cost performance” was given higher priority by those not interested in crafts.
https://ror.org/02syg0q74 
