2016 Fiscal Year Final Research Report
PB Strategy for Safety and Wealth: A Cross-Cultural Study of UK, US, and Japan
| Project/Area Number |
26380583
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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 | Kansai University |
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Principal Investigator |
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| Project Period (FY) |
2014-04-01 – 2017-03-31
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| Keywords | PB / NB / 食の安心と豊かさ / ブランド戦略 / コミュニティ / 日英米比較 / 小売店舗 / コミュニケーション |
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| Outline of Final Research Achievements |
Recently, Private Brand (PB) products which are developed and provided by retailer not by manufacturer (National Brand: NB), have been growing in the world. But PB growth has a variety. PB share is higher in Europe than in America and Asia. The aim of this research is investigation of the reason why PB share is different in these three areas.
So I researched consumer buying behavior and PB/NB loyalty structures in UK, US, and Japan from the viewpoint of safety and wealth, Cross-Culture, channel structure, retail store, and company image. Research gave some new findings; (1) There is a relation among product, store, and company, (2) Brand community is necessary for the building brand loyalty, (3) local-oriented products or services are strong point of PB.
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| Free Research Field |
マーケティング・マネジメント
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