| Budget Amount *help |
¥4,030,000 (Direct Cost: ¥3,100,000、Indirect Cost: ¥930,000)
Fiscal Year 2014: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Fiscal Year 2013: ¥2,860,000 (Direct Cost: ¥2,200,000、Indirect Cost: ¥660,000)
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| Outline of Final Research Achievements |
The outcomes of my research are expected to result in practical customer and market strategies for various firms. The main contributions are as follows: First, I developed an empirical model of customer behavior based on popular consumer theories that is more robust and applicable than previous models; second, I proposed an analytical framework to support strategic advertising that incorporates individual consumer knowledge; lastly, I developed additional behavioral models based on previous consumer behavior studies.
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