| 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)
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| 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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