The public sector has been the primary supplier of automated external defibrillators (AEDs), a type of emergency medical device used to resuscitate failing hearts. This study reviewed the current AED diffusion practices advanced by the Japanese government. As a result, the study proposes that government policy has created difficulties for AED supply chains owing to its narrow focus on a public sector. This study attempted to determine the factors that attract customers to the product and to determine an acceptable price for the product. Results of a survival analysis revealed that individuals who have a family member who suffered from heart disease were more willing to buy the device. However, no relationship was found between factors such as gender, exercise or occupation. These findings offer valuable information for governments and municipal organisations about possible target customers.