A Development in Comparative marketing: Some Examples of International Market Segmentation Analysis
| Project/Area Number |
15530286
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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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 | Hokkai-Gakuen University |
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Principal Investigator |
KURODA Shige Hokkai-Gakuen University, Faculty of Business Administration, Professor, 経営学部, 教授 (10001801)
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| Project Period (FY) |
2003 – 2004
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| Project Status |
Completed (Fiscal Year 2004)
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| Budget Amount *help |
¥2,000,000 (Direct Cost: ¥2,000,000)
Fiscal Year 2004: ¥700,000 (Direct Cost: ¥700,000)
Fiscal Year 2003: ¥1,300,000 (Direct Cost: ¥1,300,000)
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| Keywords | Comparative Marketing / Global Marketing / International Consumer Market Segmentation / Framework for Comparative Analysis / Choice of Variables for Segmentation of the International Market / Country Classification(Clusters) / French Consumer and Commerce / 国際市場細分化分析 / 消費者行動の国際比較 / フランスの消費者行動 / フランスの商業活動 / 国際マーケティング / 消費行動の国際比較 |
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| Research Abstract |
I went to following studies in two years.
(1)In the theory, the relation of "Comparison marketing and global marketing" was examined.
The appearance of "core culture" is suggested as a new research topic.
(2) Positive analyses have gone on two subjects ((a), (b)).
(a)The clustering from 39 countries in the world to a set of specified countries was practiced by using 34 variables(data in 2000) on the basis of a wide array of marketing and macroeconomic variables. It compared it with the clustering of 36 countries in the world using 40 variables (data in 1991) that had been analyzed by Kuroda's thesis (1996). Moreover, the state of the segment (That is, each cluster on a set of specified countries) changing in quality of it and mobility for the period of about ten years was able to be examined. As a result, these segments were not able to find the change like it. In addition, the clustering on Asia and European countries including the entire world was done.
(b)The characteristics of the consumer market and the realities of commerce in France (center of time of 2000) were examined as a research of the market in a typical country. It compared it with it at the time of 1991.
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Report
(3 results)
Research Products
(13 results)
