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日本の菓子消費動向の分析 ―大手製菓会社A社のデータに基づく分析・平成24年度基礎ゼミでの成果に関連して―

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Title: 日本の菓子消費動向の分析 ―大手製菓会社A社のデータに基づく分析・平成24年度基礎ゼミでの成果に関連して―
Other Titles: Consumer Confidence of Confectionary Market in Japan ― Multivariate Analysis of Market Data ―
Authors: 深浦, 厚之
Authors (alternative): Fukaura, Atsuyuki
Issue Date: 30-Jun-2014
Publisher: 長崎大学経済学部 / Faculty of Economis, Nagasaki University
Citation: 長崎大学経済学部研究年報, 30, pp.15-28; 2014
Abstract: Our goal of this study is to analyze the confectionary market trend during October-November 2011 by adapting the multivariate analysis, and deliver some proposals in order to improve the market strategy. We show that gum, candy, chocolate, rice-cracker etc., which are very familiar to our daily life, are inclined to be consumed more frequently than caramel, nutrition supplement. Ice-cream is special in the sense it is relatively often consumed even in autumn/winter season. Throughout the course of the principal component analysis, we found the character of the items are determined by several factors, for example, where/under which situation/with whom to be consumed and where to be bought. According to the results, it can be expected that the market of soft-candy, caramel could be expand by encouraging the consumer to have more in public scene (ex. office). The super-market and the convenience store are highly effective as the sales channel, if consumer drops in there more often to buy their afternoon snack at home, not the refreshment at working place.
Keywords: confectionery market / consumer behavior / multivariate analysis
URI: http://hdl.handle.net/10069/34537
ISSN: 09108602
Type: Departmental Bulletin Paper
Text Version: publisher
Appears in Collections:Volume 30

Citable URI : http://hdl.handle.net/10069/34537

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