Why do people love certain brands and stores?
We explore consumer psychology and develop marketing strategies
Research Themes
What is the difference between a brand you want to buy from and one you don't? Is it because the name of the brand sticks in your mind, or because the commercial is appealing? Or maybe it's because a friend is using it, or it's reasonably priced. Similarly, what is the difference between a store you want to buy from and one you don't? What influences you? Music, lighting, colors, displays, and how?
The research theme of marketing is the "why" that you feel as a consumer in your daily life. We will clarify such questions using knowledge of marketing and consumer behavior. We will then consider marketing strategies to "create new markets" by making consumers think, "I like it! It's great! I want it!"
Activities
While the activities change slightly each year, they are based on two pillars: group reading to increase marketing knowledge, and problem-solving workshops in which groups consider solutions to marketing problems.
In the problem-solving workshop, students will participate in inter-university student research competitions and tackle problems given to them by companies. In groups, students will analyze the market and target consumers, set themes that will lead to proposals, and through repeated discussions, derive solutions. In 2020, students worked on problems given to them by JAL, in 2021 by World, in 2022 by Sazaby Group, and in 2023 by Mitsubishi Electric, proposing new products, new businesses, and branding strategies aimed at young people. By working in groups to consider marketing strategies based on specific themes, students gained the ability to promote group work, insight into consumer psychology, and marketing knowledge.
Student Voices
Department of Service Innovation Shiina Masaki
Ando Seminar is a seminar where we study marketing with a focus on consumer psychology. The first activity is group work where we receive problems from companies and think of solutions. By thinking from the perspective of both the consumer and the service provider, we gained deep logic and creativity. The other activity is reading textbooks in groups. By lecturing the knowledge we learned to other seminar students, we were able to acquire deeper marketing knowledge. A distinctive feature of Ando Seminar is the good balance between output and input.
Department of Service Innovation Nanako Taguchi
The Ando seminar is attended by many students with calm personalities, and has a relaxed atmosphere. Even when sharing information or exchanging opinions, many students are able to speak in a concrete and logical manner, which allows for fruitful discussions. In addition, by respecting each other and sharing ideas, the seminar has an environment where students can grow while having fun. The professors also answer questions carefully. It is a seminar where students can learn while helping each other in a friendly and homely atmosphere.