| Budget Amount *help |
¥4,680,000 (Direct Cost: ¥3,600,000、Indirect Cost: ¥1,080,000)
Fiscal Year 2019: ¥130,000 (Direct Cost: ¥100,000、Indirect Cost: ¥30,000)
Fiscal Year 2018: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
Fiscal Year 2017: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
Fiscal Year 2016: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2015: ¥780,000 (Direct Cost: ¥600,000、Indirect Cost: ¥180,000)
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| Outline of Final Research Achievements |
The research proposes to construct consumer knowledge to prevent commoditization. This includes exploration of new concepts and keywords. To achieve this objective, in-depth interviews using the projective technique were conducted with consumers. The interviews were conducted by experienced specialists in projection methods. The corridor technique, which explores the subconscious using images, was utilized in the survey. A laddering analysis to explore latent needs was performed and keywords related to value were extracted.
The projection methods of analysis and interpretation of results, which included the intuitive understanding of experts was followed by organizing statements and analyzing reactions of the survey participants to understand individual values. Additionally, the relationship between personal values and brands was examined.
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