2013 Fiscal Year Final Research Report
Comparative Study of Consumer Brand and Channel Choice Behavior under Cross-media.
| Project/Area Number |
23330143
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| Research Category |
Grant-in-Aid for Scientific Research (B)
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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 | Kansai University |
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Principal Investigator |
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| Co-Investigator(Kenkyū-buntansha) |
SUZUKI Yuya 大阪産業大学, 経営学部, 准教授 (40382824)
KATO Tsukasa 大阪市立大学, 大学院・経営学研究科, 教授 (50161104)
GOTO Kozue 流通科学大学, 商学部, 准教授 (80461127)
KAWASE Masaya 長浜バイオ大学, バイオサイエンス学部, 教授 (90224782)
OTA Kenichiro 長崎県立大学, 経済学部, 講師 (40635512)
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| Project Period (FY) |
2011-11-18 – 2014-03-31
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| Keywords | 東日本大震災 / 消費者 / ブランド / 流通チャネル / 小売店舗 / ナショナルブランド / プライベートブランド / 国際比較 |
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| Research Abstract |
New lifestyle and the community commitment which are caused by the economic recession and East Japan great earthquake disaster, internet and SNS have changed not only the consumer's consciousness to food safety but also consumer's choice behavior of the brand, retail store, NB and PB. The manufacturer and the retailer are forced to adapt. In this study, we built "The consumer's brand and store choice model in four countries: Japan, UK, U.S. and China." And we verified our hypotheses quantitatively. As a result, we showed consumer's purchase behavior against the several food risk like BSE, radioactive materials, bird flu, and the like were different in four countries. And these differences depended on the several factors such as consumer, information media, product category, distribution, history, culture, society.
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