Understanding the consumers shopping behavior in their trading area using location information

2019 Fiscal Year Final Research Report

• Project/Area Number: 19K20898
• Project/Area Number (Other): 18H05697 (2018)
• Research Category: Grant-in-Aid for Research Activity Start-up
• Allocation Type: Multi-year Fund (2019); Single-year Grants (2018)
• Review Section: 0107:Economics, business administration, and related fields
• Research Institution: Kobe University
• Principal Investigator: Kato Ryo 神戸大学, 計算社会科学研究センター, 講師 (30823843)
• Project Period (FY): 2018-08-24 – 2020-03-31
• Keywords: 広告効果 / 位置情報

Outline of Final Research Achievements

The Japanese retail market has a high degree of competition among many small stores that use promotional (high-low) pricing strategies. However, despite the large impact made by flyers of competitive retail chains in various trade areas, the effects of advertising flyers has not been investigated in Japan, nor has this advertising strategy been investigated in Western countries. In this study, we obtained store traffic information using global positioning system (GPS) data from shoppers’ smartphones, with flyer information from 80 retail chain stores located in different trading areas. We found that while own-store flyers had a positive effect on that store’s performance, competitors’ flyers had negative effects on performance; indeed, these negative effects were of a magnitude that should not be ignored. Furthermore, we found that high-low shoppers are more sensitive to competitors’ flyers than are customers who purchase at everyday low prices.

Free Research Field

マーケティング

Academic Significance and Societal Importance of the Research Achievements

EDLP戦略を取る小売店でも、顧客が競合店舗に奪われること恐れ、ロスリーダーとして複数の製品が非常に低い価格で販売される光景が散見される（例えば飲料カテゴリーなどで、メーカの希望小売価格とはかけ離れた低価格で販売されている）。本研究の結果からは、特にEDLP店舗は、その顧客が競合HiLo店舗の値引きチラシによって奪われる可能性は低く、過剰な値引きプロモーションを行う必要性は低いことが示唆された。