41 A Study on Effectiveness of Sweets Market of Convenience Store where Consumption Behavior that Pamper Myself was Used Kazuhiko Maruyama 1 1 2 20 M1



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Transcription:

41 A Study on Effectiveness of Sweets Market of Convenience Store where Consumption Behavior that Pamper Myself was Used Kazuhiko Maruyama 1 1 2 20 M1 F1 3 2034 ANA 4 20 20 Hanako2011 4 5 6 20 DIMSDRIVE 7 62 62.6 20 20 8

42 45 3 2 9 10 4.5 4.0 3.5 3.5 3.0 2.5 2.0 1.5 1.0 0.5 0.0 1 3.0 3.1 2.9 2.8 2 0 3 0 4 0 5 0 4.4 4.4 2 0 3.3 3 0 4.0 4 0 3.2 5 0 11 20 4.4 1 20 20 12 20 20 20 20 3 13 14 2 1 2011 2

43 1 15 2 Pastel 16 4 17 24 2011 2 1 2012 10 3 1350 19 1 2 2011 2 1 49.6 2 18.9 3 17.7 18 7 3 9 1 1 3 4 4 5 16.6 16.2 118 2330000 3 186000 3 93700 11 453000

44 45 3 1 1 3 2 4 2012 10 19 34 9000 9000 2 4 3 20 3

45 9000 TwitterLineFacebook SNS 1 2 3 4 5 21 9 4 8 8 2011 20 2 5 5 4 8 K W

46 45 3 5 6 14 1

47 6 2 3 4 6 2 3 4 5 4 14 1 6.1 14 7

48 45 3 7 Q 1 2 1 3 3 4 1 5 1 6 1 Q 1100150 2151200 3201250 4251300 5301350 6351 Q 1 2 3 4 5 6 7 8 9SNS 101112 13141516 17 Q 1 2 3 4 5 6 7 8 91011 Q 1 2 3 4 5 6 7 Q 1 2 3 4 5 6 7 Q 1 2 3 4 5 6 7 8 Q 1 2 3 4 5 6 7 8 9101112 131415161718 1920 5 8 4 8 120 2012 78 120 6.2 9 9 7 151 250 1 1 2

49 8 8 5 1 10 F p 10 4 8

50 45 3 9 Q 89.7 10.3 Q 1 1 3 1 1 40.9 35.2 11.4 11.4 1.1 0.0 Q 151200 201250 100150 251300 301350 351 39.8 31.8 21.6 5.7 1.1 0.0 Q 33.9 13.0 12.4 9.6 7.9 Q 20.9 19.2 10.7 6.8 6.8 5.6 Q 30.5 17.5 11.3 28.2 17.5 10.2 26.0 15.3 9.0 22.0 15.3 7.9 20.9 14.7 6.8 20.3 11.9 4.0 19.2 6.3 11 11 70 t

51 10 K W K 4.50 4.30 4.10 3.90 3.70 3.50 3.30 3.10 2.90 2.70 2.50 10.7 16.3 5.0 7.8 7.8 12.7 25.8 12.6 18.2 5.8 6.2 p 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 1 1 1 1 1 1 1 1 1 1 1 6.4 1 1 151250

52 45 3 11 t p 0.579 17.42 0.000 0.723 0.148 5.41 0.000 0.119 5.01 0.000 0.153 4.90 0.000 0.100 4.33 0.000 0.138 t p 0.762 10.76 0.000 0.733 0.116 2.21 0.031 0.133 2.10 0.039 0.107 1.95 0.055 0.186 t p 0.431 6.54 0.000 0.739 0.249 4.98 0.000 0.178 3.16 0.002 1.060 K t p 0.479 6.16 0.000 0.706 0.344 4.62 0.000 0.114 2.21 0.030 0.156 2.13 0.037 0.364 t p 0.639 9.15 0.000 0.794 0.232 3.22 0.002 0.175 3.04 0.003 0.107 W t p 0.780 11.65 0.000 0.782 0.253 3.43 0.001 0.099 1.82 0.072 0.417 t p 0.476 7.16 0.000 0.794 0.380 5.29 0.000 0.370 5.04 0.000 0.103 1.47 0.147 0.754 t p 0.877 8.38 0.000 0.753 0.324 2.80 0.007 0.127 1.70 0.093 1.324

53 14 1 1 2 2 3 3 4 4 7 3 12007 22060 2012 3 2049 M1F1 2008 4IHGANA 2009 5Hanako 2011aHanako 2011bHanako 2011cHanako 2011d 6 1569 2010 7 1060

54 45 3 DIMSDRIVE 2012 8 Kotler2000Kotler and Armstrong2001 92000 1020072008Maguelonne 2008 11 1859 2010 12 2049 M1F1 2008 13 2039 3 2024 2011 14 Business Media 2011excite. 2011 livedoor@news20112011 15 Mon cher2011 162011 17Beau bel belle2011 182010SankeiBiz2011Biz 2011Nikkei woman online2011msn 2011 19mognavi mognavi 29 Google Eat Smart2012 20CIRCUS 2012 1IHGANA 2009 1000 http://www.anaihghotels.co.jp/ corporate/pr/pdf/090618.pdf/. 22000 3excite. 2011 1 http://www.excite.co.jp/news/ woman_clm/20110921/biranger_22321.html/. 4201012 http://trendy.nikkeibp.co.jp/article/ column/20101112/1033616/. 5M1F1 2008Vol. 1611Media Shakershttp://m1f1.jp/m1f1/ files/topic_081128.pdf/. 6msn 2011 http://sankei.jp.msn. com/economy/news/110220/biz11022018010003-n1.htm/. 72007 82012 https:// dl19w3jlhkm4w.cloudfront.net/2012 /20120125 _ LCseminar_03siten.pdf/. 92010 http://www.intage.co.jp/net/project/20100531/. 10 Eat Smart2012 mognavihttp://mognavi.jp/. 11 Mon cher2011 http://www.mon-cher.com/top.html/. 122010 http://www. cross-m.co.jp/news/release20101119/. 132011 http://www.cross-m.co.jp/report/cvs20110221/. 14SankeiBiz2011 1 http://www.sankeibiz. jp/business/news/110118/bsd1101180503002-n1.htm/. 15CIRCUS 2012 20122 16DIMSDRIVE 2012 http://www.dims.ne.jp/timelyresearch/2012/120516/. 172011 Paste http://pastel-pudding.com/. 182007 19Nikkei woman online2011 http://wol.nikkeibp.co.jp/article/ column/20110307/110333/. 20 Biz 2011 http://bizacademy.nikkei. co.jp/leader/breakthrough/article.aspx?id=mmaca20000011 22011&page=1/. 212008 22Hanako 2011a1. 20 23Hanako 2011b7. 14 24Hanako 2011c10. 3 25Hanako 2011d11. 17 26Business Media 2011 http:// bizmakoto.jp/makoto/articles/1102/21/news030.html/. 27Beau bel belle2011 http://www.beaubelbelle.co.jp/.

55 282011 http://www.marke-media. net/material_detail.php?material_no=12414/. 29livedoor@NEWS2011 1 50 http://news.livedoor.com/article/detail/5359063/. 30Kotler, Philip 2000: Marketing Management Millennium EditionPrentice-Hall. 31Kotler, Philip and Gary Armstrong 2001: Principles of Marketing Ninth EditionPrentice-Hall. 32Maguelonne Toussaint-Samat 2008: A History of Food 2nd editionwiley-blackwell. 2013 1 25 2013 2 6