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© InternationalJournal.org Beauty Shopping- The Application of Ethnography in Understanding Consumption Drivers: A Look Into the Japanese Personal Grooming Products
BibTeX
@MISC{Tan_©internationaljournal.org,
author = {Caroline S. L. Tan},
title = {© InternationalJournal.org Beauty Shopping- The Application of Ethnography in Understanding Consumption Drivers: A Look Into the Japanese Personal Grooming Products},
year = {}
}
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Abstract
Abstract: The consumer decision-making process has constantly been the subject of research in understanding the factors that influence and shape consumer choices as well as the consumer-thought process. As the conventional quantitative research approach failed to provide a comprehensive insight into the consumer mind, this paper focuses on the application of ethnography, a qualitative research method frequently used in sociology and cultural anthropology to analyze the drivers of personal grooming product consumption. This paper first presents a debate on both quantitative and qualitative approaches followed by the study undertaken. Observations were conducted at four different sales channels in analyzing the consumer behavior in making purchase decisions. Finally, the factors that drive consumption are discussed in depth, demonstrating the relationship between the various factors and the various purchase channels in shaping consumer decisions.
Keyphrases
org beauty understanding consumption driver japanese personal grooming product qualitative research method qualitative approach purchase decision various purchase channel shape consumer choice consumer decision-making process different sale channel personal grooming product consumption consumer mind various factor consumer behavior cultural anthropology consumer-thought process consumer decision comprehensive insight conventional quantitative research approach
