2014 Fiscal Year Final Research Report
Category management based on consumer behavior : point of view of merchandising
| Project/Area Number |
24530544
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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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) |
2012-04-01 – 2015-03-31
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| Keywords | 消費者行動 |
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| Outline of Final Research Achievements |
This study is a category management based on consumer behavior. The point of view is a correlation of merchandising and store layout on retail marketing. I investigated following 3points via survey data and ID-POS data of some supermarkets. First of all, I analyzed the category recognition of consumer via questionnaire data. Next, I analyzed the assortment importance on retail brand equity, and in-store behavioral pattern using consumer behavioral recognition pattern "script" concept. Finally, I checked the correlation of sales and importance using ID-POS data of supermarket. These three projects clarified the maximizing store sales using category management based on consumer behavior including the in-store layout.
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| Free Research Field |
マーケティング
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