PB Strategy for Safety and Wealth: A Cross-Cultural Study of UK, US, and Japan
Project/Area Number |
26380583
|
Research Category |
Grant-in-Aid for Scientific Research (C)
|
Allocation Type | Multi-year Fund |
Section | 一般 |
Research Field |
Commerce
|
Research Institution | Kansai University |
Principal Investigator |
|
Project Period (FY) |
2014-04-01 – 2017-03-31
|
Project Status |
Completed (Fiscal Year 2016)
|
Budget Amount *help |
¥4,680,000 (Direct Cost: ¥3,600,000、Indirect Cost: ¥1,080,000)
Fiscal Year 2016: ¥260,000 (Direct Cost: ¥200,000、Indirect Cost: ¥60,000)
Fiscal Year 2015: ¥2,470,000 (Direct Cost: ¥1,900,000、Indirect Cost: ¥570,000)
Fiscal Year 2014: ¥1,950,000 (Direct Cost: ¥1,500,000、Indirect Cost: ¥450,000)
|
Keywords | PB / NB / 食の安心と豊かさ / ブランド戦略 / コミュニティ / 日英米比較 / 小売店舗 / コミュニケーション / 日米欧 |
Outline of Final Research Achievements |
Recently, Private Brand (PB) products which are developed and provided by retailer not by manufacturer (National Brand: NB), have been growing in the world. But PB growth has a variety. PB share is higher in Europe than in America and Asia. The aim of this research is investigation of the reason why PB share is different in these three areas. So I researched consumer buying behavior and PB/NB loyalty structures in UK, US, and Japan from the viewpoint of safety and wealth, Cross-Culture, channel structure, retail store, and company image. Research gave some new findings; (1) There is a relation among product, store, and company, (2) Brand community is necessary for the building brand loyalty, (3) local-oriented products or services are strong point of PB.
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Report
(4 results)
Research Products
(10 results)