| Budget Amount *help |
¥4,550,000 (Direct Cost: ¥3,500,000、Indirect Cost: ¥1,050,000)
Fiscal Year 2013: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2012: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
Fiscal Year 2011: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
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| Research Abstract |
This research focuses on the internal structure of the consumer, and develops the theoretical models of consumer choice behavior in two ways. One is the consumer choice model for multiple goods and quantities under the demand constraint. This model is based on the consumer optimization behavior. Another one is the brand discrimination and decision model. In this model, the time for decision and the results of decision are represented in a single model. This model is based on the cognitive mechanism of consumer perception and decision. These models are estimated in the hierarchical Bayesian approach. Empirical analysis shows that proposed models give good results.
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