Effects of Attribute Reduction and Attribute Value Reduction Consumer Preference
| Project/Area Number |
21730355
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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 | Aichi Gakuin University (2010-2011)
Nakamura Gakuen College (2009) |
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Principal Investigator |
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| Project Period (FY) |
2009 – 2011
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| Project Status |
Completed (Fiscal Year 2011)
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| Budget Amount *help |
¥1,950,000 (Direct Cost: ¥1,500,000、Indirect Cost: ¥450,000)
Fiscal Year 2011: ¥260,000 (Direct Cost: ¥200,000、Indirect Cost: ¥60,000)
Fiscal Year 2010: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2009: ¥1,040,000 (Direct Cost: ¥800,000、Indirect Cost: ¥240,000)
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| Keywords | マーケティング / 消費者行動 / 市場参入 / 属性ブランド / 新製品 / 属性 / ブランド / 属性削減 / 成熟市場 |
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| Research Abstract |
The purpose of this research is to illuminate the effects of "attribute reduction" and "attribute value reduction" on consumer preferences for products or services newly introduced to mature markets. Hypotheses related to factors including "importance of attributes reduced,""complexity of existing products or services," and "number of alternatives" were examined in some experiments.
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Report
(4 results)
Research Products
(6 results)
