複数製品世代を包括する製品群の分析視点 : VTR製品群の事例を中心に

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  • AN ANALYTICAL VIEWPOINT OF A PRODUCT CATEGORY INCLUDING MULTIPLE PRODUCT GENERATIONS : A CASE STUDY OF THE VTR PRODUCT CATEGORY
  • フクスウ セイヒン セダイ オ ホウカツ スル セイヒングン ノ ブンセキ シテン VTR セイヒングン ノ ジレイ オ チュウシン ニ

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The objective of this paper is to propose an analytical viewpoint for a product category including multiple product generations, such as for the VCR, TV, PC and others, which relates to consumer durables and household electrical appliances, whose lifetime is measured in decades. Most of these product categories include multiple product generations and do not always experience an alternation. For example, the VCR has three major product generations, Monaural (or standard) VHS, HiFi VHS, and Super VHS. However, the HiFi VHS product generation has been mainstream since 1988. Consumers purchase a product for the first time and the adoption rate accelerates with the passage of time. On the other hand, with the passage of more time, repeat purchases such as a purchase for multiple ownerships and for the replacement of ageing products are activated. Five hypotheses on the adoption (first purchase), multiple ownerships and the replacement of products were established and verified. Inspecting these hypotheses is the analytical view point proposed in this paper. It explains the movement of the VCR demand through its life time and it is applicable to other product categories belonging to consumer durables and household electrical appliances. This approach is very unique because recent research tends to restrict an object of study by limiting the time duration and concentrating on a certain generation, series or product for the sake of accuracy. The proposed approach in this paper can take account of the product progress and the change in consumer behavior during the product's lifetime and contribute to long range planning.

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