The full-fledged Japanese census of commerce was conducted in 2014 and its data were publisized recently. We have chased the census data since 1991 in order to explore the determinants of Japanese household expenditure on consumer goods specialty retailers. The purpose of this study is to add some new findings to our previous research. In this research we theoretically address, and empirically estimate, key factors that affect sales per household at three major lines of retail trade that include frequently purchased consumables (food and drink), less frequently bought non-durables (apparel, shoes and dry goods), and infrequently acquired durable goods (furniture). We examine Industrial Classifications 57-60: Dry Goods, Apparel and Apparel Accessory stores (largely clothing, shoe, linen and accessories); Food and Beverage stores (primarily grocery, liquor, and specialty food stores); and Furniture, Household Utensils, and Appliances. These three trade lines deal with the necessities and supplies of life; they consist of relatively small specialty retailers. In addition, they have been an important target of urban planning and retail distribution policy of cities in Japan. Our data, which is drawn from six successive Japanese retail trade censuses (1991, 1994, 1997, 2002, 2007, 2014) encompasses 790 cities in all 47 prefectures. It is notable that the Japanese babble economy ceased in 1991; since then it has experienced an extended period of low growth. Note also that data from the most recent census (2014) is not yet available. Our theoretical model argues that retail sales per household are determined by three fundamental factors: the Market Environment (which is beyond the control of retail managers), Intertype Competition (which is influenced, but not controlled, by managers in each line of trade), and the Marketing Mix in each line of trade (which is set by managers). The essence of our argument is that the Market Environment determines a base level of sales per household; Intertype Competition may raise or lower sales in our focal lines of trade; and, the Marketing Mix in each line of trade can augment sales by (a) doing an above average job of appealing to customers and (b) countering the negative impact of Intertype Competition. Based on our research framework, we conduct a three-stage, hierarchical multiple regression analysis in each line of trade. Within Market Environment we include nine variables in a first-stage regression model: average number of people per household, household growth rate, average home size in square meters, income per household, population ratio aged 65+, auto ownership per household, distance to the prefectural capital city, residential land prices, and daytime population ratio. We expect each of these independent variables (except for population ratio aged 65+) to increase retail sales per household – which is our dependent variable. For Intertype Competition we use General Merchandise Stores (largely department stores and supercenters) that, in Japan, directly compete with Apparel, Food, and Furniture stores. In the second-stage regression model we include GMS sales per household along with the above nine Market Environment variables. GMS is anticipated to lower sales per household in Food stores, but is expected to raise sales per household in Apparel and Furniture stores as a spillover effect. For the Marketing Mix we measure four variables: assortment (proxied as square meters of selling space per store), service (employees per square meter of selling space), access (number of stores per land surface area of the city), and advertising (newspaper subscribers per household). These variables are included in the third-stage regression model along with the aforementioned ten independent variables; each of them should increase retail sales per household in its line of trade (e.g., the marketing mix for Food stores should only affect food sales per household). Thus, in of our analysis we show the results of eighteen regressions (i.e. the six census years and three lines of trade) . Our empirical research makes five contributions. First, we incorporate five independent variables that rarely (if ever) appear in studies of sales per household: out-shopping (daytime population ratio), home size, population ratio aged 65+, distance from the prefectural capital city, and residential land price. Second, we show the impact of intertype competition on sales in specific lines of retail trade. Third, we investigate data from five censuses that span a sixteen year period; few previous studies have examined changes in retail structure over such a lengthy time span. Fourth, we examine consumer goods retailers – who are an important target of urban planning and retail distribution policies of Japanese cities. Fifth, Japan had three important characteristics during the time span we examine: it was the world’s second largest economy and it is a nation of gradually declining population. As such, it may be a harbinger of the future of retailing in other large, wealthy economies. Additionally, Japan has rarely been the focus of retail trade studies.

본 연구는 우리나라 소비자의 개인주의화에 따라 일본에 대한 적대감에 변화가 발생할 수 있다는 관점에서 접근하는 연구이다. 구체적으로 본 연구에서는 개인주의 성향이 높은 소비자는 상대적으로 일본에 대한 적대감이 낮으며, 일본 브랜드 평가에 있어서도 적대감에 영향을 받는 정도가 낮을 수 있다는 주장을 제기한다. 이를 위해서 본 연구는 304명의 성인 소비자를 대상으로 4개의 일본 브랜드에 관해 설문조사를 수행했다. 검증 결과, 소비자의 개인주의 성향이 일본에 대한 적대감 인식에 영향을 미치는 동시에 소비자 적대감 효과를 조절한다는 연구 가설이 확인되었다. 동시에 소비자의 브랜드 친숙도도 적대감 효과를 조절하는 것으로 나타났다. 본 연구의 결과는 소비자의 사회심리적 요인과 특성에 따라 소비자 적대감과 그 영향력이 달라질 수 있다는 가능성을 제시하여 학술적으로 의미가 있는 것으로 평가된다. 동시에 우리나라 소비자가 개인주의화가 진행함에 따라 소비자 적대감과 같은 요인들에 영향을 받는 정도가 줄어들 수 있음을 시사해준다.

Most Japanese Researchers and Business Practitioners recognize that Japanese department stores are in a period of decline. In spite of this decline, department stores in Japan still represent a six trillion yen market. Although department stores comprise a significant sector of the Japanese economy, there remain few studies dedicated to research on department stores. In contrast to the extant research, the current study relates to consumer behavior as it relates to the decline in department store sales. This focus is poorly represented in the literature. Specifically, the current study addresses two key problems. First, there exists a lack of discussion related to the category under which department stores can be classified. Second (and as alluded to above), there is a lack of unified research on department stores in the fields of commercial science, business administration, and marketing. To redress these shortcomings, the current study seeks to elucidate the factor of internal and external competitive superiority about the business category of Japanese department store. First, however, it is necessary to verify whether consumers recognize differences between department stores and other retail categories. Further, it is necessary to explain the nature of that difference. Using a sample of 246 Japanese respondents with internet research, I explore the degree to which consumers recognize department stores and Shopping Centers. Respondents were generated using service provided by Macromill.inc. The sample for this study consisted of internet users from randomly selected in Hyogo, Osaka, and Kyoto prefectures, in which the competition between department stores and Shopping Centers is keenest. And, this study adhere fundamentally to the scales of store images developed by Sakai (2012). The scales consisted of 28 items were measured on 7-point Likert-type opinion statements ranging from strongly agree (7) to strongly degree (1). I then performed t-test and a confirmatory factor analysis on participants’ responses. Results of this analysis served to identify differences in participants’ recognition of department stores and Shopping Centers. Result of t-test analysis demonstrated that 18 of 24 items are significantly different between them. Results of the factor analysis further demonstrated that department stores are characterized by Reliability of goods and services and Popular. Shopping Centers are also characterized by Reliability of goods and services and Popular, but are also perceived to have Convenient locations or institutions.

Many measurement methods for understanding consumers’ acceptable price range have been developed. Among these, Price Sensitivity Meter (PSM) is one of the most popular. It has been regarded as a convenient research method because of the ease of data collection and data processing. In particular, PSM requires only four questions to determine the price range. Nevertheless, it also has some problems from a theoretical viewpoint. The purpose of the present research is to develop a new price research method for measuring consumers’ acceptable price range. In particular, applying survival analysis to data prepared for PSM, Japanese consumers’ price acceptance ranges for several categories were estimated.