2011 Fiscal Year Final Research Report
Can Japanese Households Changed the Preference from Savings to Investment: Between the Marketing Strategy and Consumer Financial Portfolio Selection
| Project/Area Number |
21530452
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | University of Marketing and Distribution Sciences |
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Principal Investigator |
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| Project Period (FY) |
2009 – 2011
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| Keywords | 金融マーケティング・金融資産選択 / コウホート分析 |
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| Research Abstract |
In this paper, we clarified the characteristics of choice behavior of Japanese household financial products from the five points of view. That is,(1) Definition of financial services marketing,(2) Marketing analysis of the impact in behavioral changes which financial institutions bring to the consumers,(3) Analysis of the impact on the financial portfolio selection in the composition of period-age-cohort structure using Bayesian Cohort analysis,(4) Comparison of financial portfolio selection between Japan and the United States,(5) Analysis of impact in negative events such as Lehman-shock on consumers.
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Research Products
(4 results)
