| Budget Amount *help |
¥5,200,000 (Direct Cost: ¥4,000,000、Indirect Cost: ¥1,200,000)
Fiscal Year 2013: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2012: ¥2,080,000 (Direct Cost: ¥1,600,000、Indirect Cost: ¥480,000)
Fiscal Year 2011: ¥2,470,000 (Direct Cost: ¥1,900,000、Indirect Cost: ¥570,000)
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| Research Abstract |
We explore type of retail operation such as department store, supermarket, convenience store, etc. based on consumer information processing research. Type of retail operation have been explored by distribution researchers until now. We as consumer researchers explore it for the first time. We adopt a category construct of consumer knowledge structure to investigate type of retail operation as representation on consumer mind. We propose two research findings. First one is a conceptual model to explain type of retail operation and the dynamics. Second one is a construct of behavioral script which consumers discriminate several types of retail operation. These findings suggest a new academic research area and practical retail management.
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