Empirical Analyses of Consumer Behavior for Avoiding Commoditization
Project/Area Number |
25780266
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Research Category |
Grant-in-Aid for Young Scientists (B)
|
Allocation Type | Multi-year Fund |
Research Field |
Commerce
|
Research Institution | Kwansei Gakuin University |
Principal Investigator |
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Project Period (FY) |
2013-04-01 – 2016-03-31
|
Project Status |
Completed (Fiscal Year 2015)
|
Budget Amount *help |
¥3,900,000 (Direct Cost: ¥3,000,000、Indirect Cost: ¥900,000)
Fiscal Year 2015: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2014: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
Fiscal Year 2013: ¥910,000 (Direct Cost: ¥700,000、Indirect Cost: ¥210,000)
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Keywords | 脱コモディティ化 / マーケティング戦略 / カテゴリー化 / コンテクスト効果 / ブランド知識 / 消費者知識 / 階層ベイズモデル / 情報処理方略 / マーケティング競争 / 競争市場構造分析 |
Outline of Final Research Achievements |
This research proposed the marketing strategies for avoiding commoditization by various empirical analyses focusing on the consumer behavior. First research focused on the consumer categorization for developing the strategy to avoid commoditization. Second research investigated the contextual effect that affects the consumer's information processing. Third research proposed the strategy considering consumer's brand knowledge.
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Report
(4 results)
Research Products
(18 results)