Market category generation by meta-contrast thesis

Akira Yoshinari ()
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Akira Yoshinari: Aichi institute of technology

No 3005477, Proceedings of Business and Management Conferences from International Institute of Social and Economic Sciences

Abstract: This study is based on the J.C. Turner et al. discussion of self-categorization and investigates generated categories in relation to existing categories. The research question in this study was: Does the existence of parallel categories clearly set boundaries for new categories? The aim of this study is to demonstrate the generation of categories in this market with cases of Japanese mini insurance. The conclusions were, firstly, that new product categories are generated in relation to parallel product categories and secondly that, if products have labels that can be clearly compared with parallel product categories, consumers can clearly see the boundaries between new and existing categories.

Keywords: category in market; meta-contrast thesis; emergence of category (search for similar items in EconPapers)
JEL-codes: L22 L26 L29 (search for similar items in EconPapers)
Pages: 9 pages
Date: 2015-10
New Economics Papers: this item is included in nep-ind
References: View references in EconPapers View complete reference list from CitEc
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Published in Proceedings of the Proceedings of the 2nd Business & Management Conference, Madrid, Oct 2015, pages 216-224

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Persistent link: https://EconPapers.repec.org/RePEc:sek:ibmpro:3005477

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