Abstract
The present paper aims firstly to clarify how much money paid for a baby birth gift is dependent on factors and secondly to investigate relations between the affected factors and purchase frequency of each item and between purchase motives and each item. As a result, the followings have been found ;
1) Factors affecting the birth gifts expenditures.
(1) The affected attribute of the presentee is a first baby.
(2) The affected factors of the presenter are dependent on the relations to the presentee and his/her occupation.
(3) The affected factors of the store are the floor area and the conditions of locations.
2) Relations between effective factors and purchase amount of each item and relations between purchase motives and each item.
(1) A set of Japanese futon is presented to a first baby at a higher rate than subsequent babies. Toys and towels are presented to subsequent babies.
(2) From the viewpoint of the presenters, grandparents buy a set of Japanese futon at a higher rate and friends of his parents purchase toys, a set of clothes and a pair of shoes, and relatives of his parents purchase dolls.
(3) On the basis of purchase motives, twenty-one items have been grouped in seven categories. By using items of each group and its sample scores on three axis obtained from quantification theory III, we have found that each axis presented the following characteristics: practicalness, passableness, and liking.
