2015 Fiscal Year Final Research Report
Empirical Analyses of Consumer Behavior for Avoiding Commoditization
Project/Area Number |
25780266
|
Research Category |
Grant-in-Aid for Young Scientists (B)
|
Allocation Type | Multi-year Fund |
Research Field |
Commerce
|
Research Institution | Kwansei Gakuin University |
Principal Investigator |
|
Project Period (FY) |
2013-04-01 – 2016-03-31
|
Keywords | 脱コモディティ化 / マーケティング戦略 / カテゴリー化 / コンテクスト効果 / ブランド知識 |
Outline of Final Research Achievements |
This research proposed the marketing strategies for avoiding commoditization by various empirical analyses focusing on the consumer behavior. First research focused on the consumer categorization for developing the strategy to avoid commoditization. Second research investigated the contextual effect that affects the consumer's information processing. Third research proposed the strategy considering consumer's brand knowledge.
|
Free Research Field |
マーケティング・マネジメント、消費者行動
|