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「購買起点ニーズ」を仮定する新製品コンセプト開発--サントリー「伊右衛門」開発にみる小売品揃え環境への対応
https://kyukyo.repo.nii.ac.jp/records/125
https://kyukyo.repo.nii.ac.jp/records/12574b5c307-9213-4a30-9965-07ff6fa0bc0a
名前 / ファイル | ライセンス | アクション |
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kiyo2-1-3 (1.5 MB)
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Item type | 紀要論文 / Departmental Bulletin Paper(1) | |||||
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公開日 | 2016-08-10 | |||||
タイトル | ||||||
タイトル | 「購買起点ニーズ」を仮定する新製品コンセプト開発--サントリー「伊右衛門」開発にみる小売品揃え環境への対応 | |||||
タイトル | ||||||
言語 | en | |||||
タイトル | New product concept development based on 'Consumer Shopping Originated Needs': study from the Suntory's response to retail's high turnover assortment management | |||||
言語 | ||||||
言語 | jpn | |||||
キーワード | ||||||
言語 | en | |||||
主題Scheme | Other | |||||
主題 | Retail | |||||
キーワード | ||||||
言語 | en | |||||
主題Scheme | Other | |||||
主題 | Assortment | |||||
キーワード | ||||||
言語 | en | |||||
主題Scheme | Other | |||||
主題 | NPD | |||||
キーワード | ||||||
言語 | en | |||||
主題Scheme | Other | |||||
主題 | Product Concept Development | |||||
キーワード | ||||||
言語 | en | |||||
主題Scheme | Other | |||||
主題 | Consumer Shopping Originated Needs | |||||
資源タイプ | ||||||
資源タイプ識別子 | http://purl.org/coar/resource_type/c_6501 | |||||
資源タイプ | departmental bulletin paper | |||||
著者 |
磯野, 誠
× 磯野, 誠× ISONO, Makoto |
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抄録 | ||||||
内容記述タイプ | Abstract | |||||
内容記述 | Increasingly products developed to meet consumer unmet needs are readily eliminated from high turnover retail assortment as ‘dead items’ before they have a chance to establish a presence. This paper proposes an approach to new product concept development allowing for high turnover assortment. A multiple-case study was conducted, dealing with Japanese bottled-tea product development projects from the 1980’s to the early 2000’s, by which time retailers had adopted high turnover assortment management. The study results show that development of a product concept by understanding potential consumer reaction to a product in the retail environment is a critical factor in getting purchase trials and the repeats and increasing the shelf life in such assortment. This implies that, in order to deliver a product that can obtain an increase in the product’s shelf life in a high turnover assortment environment, makers need to consider two distinct kinds of consumer needs: ‘Consumer Shopping Originated Needs’ (consumer needs originating from a shopping context) and ‘Consumer Life Originated Needs’ (consumer needs originating from their day-to-day lives) and to develop a new product concept based on them. |
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書誌情報 |
九州共立大学研究紀要 en : Study journal of Kyushu Kyoritsu University 巻 2, 号 1, p. 25-40, 発行日 2011-09-30 |
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出版者 | ||||||
出版者 | 九州共立大学 | |||||
ISSN | ||||||
収録物識別子タイプ | ISSN | |||||
収録物識別子 | 21860483 | |||||
書誌レコードID | ||||||
収録物識別子タイプ | NCID | |||||
収録物識別子 | AA12533413 | |||||
論文ID(NAID) | ||||||
識別子タイプ | NAID | |||||
関連識別子 | 40019044182 |