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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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タイトル: 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―
その他のタイトル: Consumer Confidence of Confectionary Market in Japan ― Multivariate Analysis of Market Data ―
著者: 深浦, 厚之
著者(別表記) : Fukaura, Atsuyuki
発行日: 2014年 6月30日
出版者: 長崎大学経済学部 / Faculty of Economis, Nagasaki University
引用: 長崎大学経済学部研究年報, 30, pp.15-28; 2014
抄録: 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.
キーワード: confectionery market / consumer behavior / multivariate analysis
URI: http://hdl.handle.net/10069/34537
ISSN: 09108602
資料タイプ: Departmental Bulletin Paper
原稿種類: publisher

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



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