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Can Japanese Households Changed the Preference from Savings to Investment: Between the Marketing Strategy and Consumer Financial Portfolio Selection

Research Project

Project/Area Number 21530452
Research Category

Grant-in-Aid for Scientific Research (C)

Allocation TypeSingle-year Grants
Section一般
Research Field Commerce
Research InstitutionUniversity of Marketing and Distribution Sciences

Principal Investigator

YAMASHITA Takako  流通科学大学, 商学部, 教授 (70309491)

Project Period (FY) 2009 – 2011
Project Status Completed (Fiscal Year 2011)
Budget Amount *help
¥4,030,000 (Direct Cost: ¥3,100,000、Indirect Cost: ¥930,000)
Fiscal Year 2011: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2010: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2009: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
Keywords金融マーケティング・金融資産選択 / コウホート分析 / 金融マーケティング / 金融資産選択 / 知覚リスク / ベイズ型コウホート分析 / リーマン・ショック
Research Abstract

In this paper, we clarified the characteristics of choice behavior of Japanese household financial products from the five points of view. That is,(1) Definition of financial services marketing,(2) Marketing analysis of the impact in behavioral changes which financial institutions bring to the consumers,(3) Analysis of the impact on the financial portfolio selection in the composition of period-age-cohort structure using Bayesian Cohort analysis,(4) Comparison of financial portfolio selection between Japan and the United States,(5) Analysis of impact in negative events such as Lehman-shock on consumers.

Report

(4 results)
  • 2011 Annual Research Report   Final Research Report ( PDF )
  • 2010 Annual Research Report
  • 2009 Annual Research Report

Research Products

(8 results)

All 2011 2010

All Journal Article (3 results) (of which Peer Reviewed: 1 results) Presentation (3 results) Book (2 results)

  • [Journal Article] リーマン・ショック後の金融資産選択行動2010

    • Author(s)
      山下貴子
    • Journal Title

      ファイナンシャル・プランニング研究

      Volume: No.11 Pages: 1-38

    • Related Report
      2011 Final Research Report 2010 Annual Research Report
    • Peer Reviewed
  • [Journal Article] リーマン・ショック後の金融資産選択行動2010

    • Author(s)
      山下貴子
    • Journal Title

      流通科学大学リサーチレター No.11

      Pages: 1-38

    • Related Report
      2009 Annual Research Report
  • [Journal Article] 家計の金融資産選択行動II-ベイズ型コウホート分析を用いた日米比較2010

    • Author(s)
      山下貴子・中村隆
    • Journal Title

      流通科学大学リサーチレター No.10

      Pages: 1-33

    • Related Report
      2009 Annual Research Report
  • [Presentation] リーマン・ショック後の金融資産選択行動2010

    • Author(s)
      山下貴子
    • Organizer
      日本FP学会
    • Year and Date
      2010-09-04
    • Related Report
      2011 Final Research Report 2010 Annual Research Report
  • [Presentation] ベイズ型コウホート分析を用いた家計の金融資産選択行動分析の日米比較2010

    • Author(s)
      山下貴子、中村隆
    • Organizer
      日本FP学会
    • Year and Date
      2010-09-04
    • Related Report
      2011 Final Research Report
  • [Presentation] ベイズ型コウホート分析を用いた家計の金融資産選択行動分析の日米比較2010

    • Author(s)
      山下貴子・中村隆
    • Organizer
      日本FP学会
    • Place of Presentation
      立命館大学 朱雀キャンパス
    • Year and Date
      2010-09-04
    • Related Report
      2010 Annual Research Report
  • [Book] 金融行動のダイナミクス-少子高齢化と流通革命-2011

    • Author(s)
      山下貴子
    • Total Pages
      215
    • Publisher
      千倉書房
    • Related Report
      2011 Final Research Report
  • [Book] 金融行動のダイナミクス2011

    • Author(s)
      山下貴子
    • Total Pages
      232
    • Publisher
      千倉書房
    • Related Report
      2011 Annual Research Report

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Published: 2009-03-31   Modified: 2016-04-21  

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