製品カテゴリーの変化の原理（試論）―メーカー、卸と小売の展開と製品の捉え方の変化について―

概要

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Many products are classified into product categories. From a long-term perspective,product categories have been changing. This paper examines the fundamental reasons behind the changes in product categories. The growth of manufacturers makes it necessary for them to recognize the importance of their share in product category as a key indicator and in order to diversify their product category. New product development by manufacturers generates new subcategories. Retail support activities by wholesalers also encourages the segmentation of product categories. As a result,it is hard for most of consumers and retailers to understand the diversification of product categories. The displays of products at most of retailers do not reflect the subcategories proposed by manufactures and wholesalers. A new way of classification of product categories is proposed by making use of certain similarities that exist among consumers.