2010 Fiscal Year Final Research Report
Marketing Strategies and Consumer Behavior for Mass-customized Products
| Project/Area Number |
21730341
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Single-year Grants |
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| Research Field |
Commerce
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| Research Institution | Keio University |
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Principal Investigator |
ONO Akinori Keio University, 商学部, 教授 (20296742)
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| Project Period (FY) |
2009 – 2010
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| Keywords | マス・カスタマイゼーション / マーケティング / 消費者行動 / 流通チャネル |
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| Research Abstract |
By applying recent high technology, firms can provide each customer with a customized product at as low a price as mass-produced, standardized products. In this study, we theoretically and empirically discuss firms' marketing activities and consumers' buying behavior for mass-customized products in various viewpoints of marketing strategies, consumer psychology, and distribution channel studies.
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