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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://doi.org/10.15093/0000000125
https://doi.org/10.15093/000000012574b5c307-9213-4a30-9965-07ff6fa0bc0a
| 名前 / ファイル | ライセンス | アクション |
|---|---|---|
kiyo2-1-3 (1.5 MB)
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| Item type | 紀要論文 / Departmental Bulletin Paper(1) | |||||
|---|---|---|---|---|---|---|
| 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 | |||||
| 言語 | ja | |||||
| タイトル | ||||||
| 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 | en | |||||
| 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 | |||||
| ID登録 | ||||||
| ID登録 | 10.15093/0000000125 | |||||
| ID登録タイプ | JaLC | |||||
| 著者 |
磯野, 誠
× 磯野, 誠 |
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| 著者（英） | ||||||
| 姓名 | Makoto ISONO | |||||
| 言語 | en | |||||
| 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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| 言語 | en | |||||
| bibliographic_information |
ja : 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 | |||||
| 言語 | ja | |||||
| item_10002_source_id_9 | ||||||
| 収録物識別子タイプ | PISSN | |||||
| 収録物識別子 | 21860483 | |||||
| item_10002_source_id_11 | ||||||
| 収録物識別子タイプ | NCID | |||||
| 収録物識別子 | AA12533413 | |||||
| item_10002_relation_12 | ||||||
| 識別子タイプ | NAID | |||||
| 関連識別子 | 40019044182 | |||||
