Abstract
Consumers buy products after choosing appropriate ones for their needs. But Consumers' impressions shift by getting complain and trouble as they use the products. If we make improvements in such situation, we have to think about whole process from choosing to using and disposing products, The purpose of this study is to evaluate product characteristics from shifts in consumers' impressions of them, using comparison of pairs based on AIC. As a result, the characteristics of each products and their reasons like shortages of product information or problem of after-service not to depend on products themselves but whole process were obtained.
