일본 가전 제품에 대한 소비자의 태도 및 행동분석과 대응전략에 관한 연구
v, 66 p.
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Import of Japanese home electronics is increasing after import restriction of Japanese products is derestricted since Jul. 1, 1999. According to the opening of domestic market, consumers have wide-choice of buying behavior, but it is a burden to the domestic business which has weak competitiveness. The purpose of this research is that propose the countermeasures to strengthen the competitiveness of domestic business as analysing verifiably attitude and behavior of consumer. Summary of analysing results are as follows : First, it shows that the class who like Japanese goods is young people of 20 30s, well educated and has high income for family. Second, it indicates that the class who like Japanese goods often purchased Japanese home electronics and buying desire is high. Third, they are not repellent but favorable for national image of Japan. Also, it presents that they are the class who has low loyalty. Fourth, they are affected by reference groups very much. That is, they are affected by word of mouth communications from the opinion leader within reference groups. It is very difficult to change the attitude of the group who is identical with attitude and behavior. But I propose the marketing centering on 4P's for target market making market segmentation this groups. First, strengthen the investment of technical development in order to improve the quality of domestic goods and make efforts to design development corresponding with the comsumer characteristic. Also, reorder A/S network and elevate the competitiveness with complete client interaction and high service. Second, price of product is high because produce after importing main parts of home electronics from Japan. Therefore, lower the manufacturing net cost by the domestic goods of parts. Also, consumers can purchase the products using internet by the development of technology. We can consider the method which directly supply the goods to the consumers as shortening channel of trade by internet. Third, advertisement strategy centering on product which emphasize the functionality and design is more effective than appeal the loyalty to the class who is favorable to Japan, has low loyalty and likes Japanese goods. Also, it is necessary that the strategy which can change the attitude of opinion leader who affect the formation of attitude for Japanese goods by word of mouth communications.