著者

小暮 真弘 岩坪 友義

出版者

経営行動科学学会

雑誌

経営行動科学 (ISSN:09145206)

巻号頁・発行日

vol.21, no.2, pp.141-151, 2008-08-31 (Released:2011-01-27)

参考文献数

15

被引用文献数

1 1

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An analysis of corporate brands and consumer evaluations of quality was performed to characterize the market positioning of the five main companies in the cup noodle market. Among the five main companies, Nisshin Food Products Co., Ltd.with the highest consumer evaluation of 3.8 points (with 5 being the perfect score) has had many hot sellers, and is categorized as a “multi-brand type.”With second-place ranking by consumers, and products considered to represent a “Japanese style, ”Toyo Suisan Kaisha, Ltd.is categorized as a“Japanese-style specialization type.”The consumer evaluation of quality of products of Myojo Foods Co., Ltd., took third place, while consumers indicated satisfaction with value for price. It is considered a “price satisfaction type.”The consumer evaluation of Sanyo Shokuhin Co., Ltd.put it in fourth place.It is categorized as a “mono-brand type”because it raised company brand value by adding the “Sapporo Ichiban”brand to all products.The consumer evaluation of Ace Cook Co., Ltd.was the lowest of the five companies, but it received a good evaluation.Large-size cup noodles were marketed on the package design, and it is categorized as a “package design specialization type”because quantity was emphasized over quality.