Journal The Japan Association of Regional Development and Vitalization
Online ISSN : 2758-1071
Print ISSN : 2185-0623
Visualization of Priority Purchase Criteria Using the Paired Comparison Method
-Survey analysis focusing on traditional crafts-
Qian TanXiaochun HuangDaishi Uchiyama
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2023 Volume 19 Issue 1 Pages 101-110

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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.
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© 2023 The Japan Association of Regional Development and Vitalization
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