耐久消費財における併買意向の要因評価

○加藤 拓巳¹⁾

1) 筑波大学

Abstract

併買行動に関する研究は，POS(Point of sale)システム等の購買履歴データが豊富な消費財業界が中心となっている．しかし，重要かつ伝統的なCRM(Customer Relationship Management)施策の1つであるクロスセルは，耐久消費財業界においても，効率的に利益を上げる有益な手段である．そこで，本研究では，高級ファッション業界(財布とカバン)，IT業界(スマートフォンとPC)，モビリティ業界(バイクと車)を対象とし，既に併買している顧客が次回も同ブランドの併買意向を有する要因を評価した．その結果，ブランドへの好意という共通要因に加え，各業界に特徴的な要因が抽出された．

Studies on cross-selling have focused on the consumer goods industry, based on abundant purchasing data from point of sale (POS) systems. However, cross-selling, an important and traditional customer relationship management (CRM) tool, is valuable for efficiently making profits in the durable goods industry as well. Therefore, this study evaluated re-cross-purchasing factors that affect consumers, focusing on customers who had already "cross-purchased" goods in industries of high-end fashion (leather goods), IT (smartphone and personal computer), and mobility (motorcycle and car). Thus, in addition to the common factor of favorable attitudes toward brands, this study identified other factors characteristic to each industry.

Keywords

顧客関係管理，クロスセル，耐久消費財

customer relationship management，cross-selling，durable consumer goods