| Project/Area Number |
21730341
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Single-year Grants |
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| Research Field |
Commerce
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| Research Institution | Keio University |
|---|
Principal Investigator |
ONO Akinori Keio University, 商学部, 教授 (20296742)
|
|---|
| Project Period (FY) |
2009 – 2010
|
| Project Status |
Completed (Fiscal Year 2010)
|
| Budget Amount *help |
¥4,290,000 (Direct Cost: ¥3,300,000、Indirect Cost: ¥990,000)
Fiscal Year 2010: ¥2,080,000 (Direct Cost: ¥1,600,000、Indirect Cost: ¥480,000)
Fiscal Year 2009: ¥2,210,000 (Direct Cost: ¥1,700,000、Indirect Cost: ¥510,000)
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| Keywords | マス・カスタマイゼーション / マーケティング / 消費者行動 / 流通チャネル / 流通 |
|---|
| Research Abstract |
By applying recent high technology, firms can provide each customer with a customized product at as low a price as mass-produced, standardized products. In this study, we theoretically and empirically discuss firms' marketing activities and consumers' buying behavior for mass-customized products in various viewpoints of marketing strategies, consumer psychology, and distribution channel studies.
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