Elucidating the characteristics of the composition of consideration sets and the influence of consumers' psychological factors on their formation
Project/Area Number |
17K13808
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Research Category |
Grant-in-Aid for Young Scientists (B)
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Allocation Type | Multi-year Fund |
Research Field |
Commerce
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Research Institution | Hannan University |
Principal Investigator |
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Project Period (FY) |
2017-04-01 – 2021-03-31
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Project Status |
Completed (Fiscal Year 2020)
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Budget Amount *help |
¥2,080,000 (Direct Cost: ¥1,600,000、Indirect Cost: ¥480,000)
Fiscal Year 2019: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2018: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2017: ¥780,000 (Direct Cost: ¥600,000、Indirect Cost: ¥180,000)
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Keywords | 想起集合 / 思考型製品 / 感情型製品 / 消費者行動 / 品質評価の困難性 / 意思決定の先延ばし意図 / 知覚品質の同質性 / 代替案の魅力 / 消費者関与 |
Outline of Final Research Achievements |
This study examined the composition of a consideration set, i.e., the set of brands that consumers consider as purchase candidates. It revealed that the difference in the consideration rate among brands depended on whether the target product was a think product or a feel product, and that the consideration set including the brands with the highest consideration rate was larger than the consideration set without these brands. This study also partially revealed the psychological process by which consumers categorize more than one brand into a consideration set.
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Academic Significance and Societal Importance of the Research Achievements |
想起集合の構成の特徴を考察するとともに,消費者はなぜ複数のブランドを想起集合にカテゴライズするかを明らかにすることで,想起集合に関する新たな知見を提示したのが本研究の学術的な意義である.市場に多くのブランドが存在する現代において自社ブランドを消費者に認知させ,購買に肯定的な態度を形成させるためには,消費者の想起集合の構成に関する理解が欠かせない.その意味で,本研究で得られた知見は企業がマーケティング戦略を立案する際の手掛かりとなる.
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Report
(5 results)
Research Products
(8 results)