| Budget Amount *help |
¥5,070,000 (Direct Cost: ¥3,900,000、Indirect Cost: ¥1,170,000)
Fiscal Year 2014: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2013: ¥2,470,000 (Direct Cost: ¥1,900,000、Indirect Cost: ¥570,000)
Fiscal Year 2012: ¥1,950,000 (Direct Cost: ¥1,500,000、Indirect Cost: ¥450,000)
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| Outline of Final Research Achievements |
This study is a category management based on consumer behavior. The point of view is a correlation of merchandising and store layout on retail marketing. I investigated following 3points via survey data and ID-POS data of some supermarkets. First of all, I analyzed the category recognition of consumer via questionnaire data. Next, I analyzed the assortment importance on retail brand equity, and in-store behavioral pattern using consumer behavioral recognition pattern "script" concept. Finally, I checked the correlation of sales and importance using ID-POS data of supermarket. These three projects clarified the maximizing store sales using category management based on consumer behavior including the in-store layout.
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